To Explor the Influence of Personal Information Protection Act Toword Integrated Marketing Communication Strategy of Finanical Companies-A Case of A Bank

[[abstract]]近年來鑒於資訊科技日新月異，利用電子設備蒐集、處理及利用個人資料的情形日益增加，加上現在各類型的商務行銷廣泛的蒐集消費者的個人資料，對個人隱私資料造成很大的威脅。而金融機構的日常作業對於個人資料的蒐集、利用及處理情況更是繁多且複雜，受到個人資料保護法修訂後所帶來之衝擊更甚於其他產業，再加上現今金融機構均在客戶初次往來時，要求客戶同意提供個人資料給銀行或其所屬之金融控股公司及其下各子公司做行銷業務之用，然金融機構卻未善盡說明的責任，僅提供書面同意書給客戶簽名，造成日後客戶在接到行銷電話後，對金融機構保護其個人資料安全產生質疑，進而對金融機構及行銷人員的信任感逐漸喪失。因此金融機構應如何在個人資料保護法之規範，及雙方互信基礎下，妥善運用客戶提供之個人資料進行整合行銷業務，使金融機構與客戶間達成雙贏的目的。 本文以A銀行現行個人資料保護法之施行及整合行銷業務概況做為本研究探討之課題，並採用質性研究的模式，首先採用「文獻分析法」瞭解個人資料保護法之相關規定及整合行銷的相關理論，來建構研究基礎；其次運用「深度訪談法」來蒐集個案銀行內部之行銷人員與往來客戶等受訪者對於個案銀行現行整合行銷業務作業方式及個人資料保護法實行之想法與意見，以嚴謹的態度來歸納分析，並與研究目的與文獻產生呼應，接著依據研究發現，提出具體的實務上的建議。[[abstract]]With ever-evolving information technology in recent years, collection, processing and use of personal data with electronic devices are increasing. On top of this, consumers’ personal data are being extensively collected in various types of commercial marketing. All of these pose a big threat to personal privacy. In particular, financial institutions, which have to deal with various complex situations while collecting, using and processing personal data, are more affected by the impact of amendments to data protection laws than other industries. In addition, today’s financial institutions request their first-time clients to agree to provide their banks, the financial holding companies they belong to, or their subsidiaries with personal data for their marketing business. However, if financial institutions do not fulfill their responsibilities with regard to necessary explanation and simply provide agreement forms for their clients to sign, it can cause their clients to question the security the financial institutions have provided for the protection of their personal data after having answered marketing calls and thereby gradually lose their trust in the financial institutions and their marketing representatives. Therefore, financial institutions should know how to use the personal data provided by their clients in compliance with data protection laws and on the basis of mutual trust and thereby achieve win-wins for themselves and their clients. This paper explored how Bank A integrated its marketing business in compliance with current data protection laws using a qualitative research model. First, a literature analysis was conducted to understand requirements in data protection laws and theories on integrated marketing and thereby create a research basis. Then, in-depth interviews were conducted with the bank’s marketing representatives and clients to understand what they thought about the bank’s current approach to integrated marketing. The collected data then underwent an inductive analysis carried out in a careful manner in line with the research purpose and related literature. Finally, concrete suggestions for practice are provided based in the research findings.[[note]]碩