Organizing Business Research Papers(11)

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Business Research

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Setting of research (): ?
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Research problem () :
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Quantitative specification of problem () :

Importance of problem () :
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Research objective ()
Methodology to achieve objective
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Anticipated results ()
Contribution to field ()
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Credit cards are used pervasively worldwide,
encouraging consumer behavior while alleviating security
concerns and offering convenience. Credit card issuing
companies, retailers, the receiving bank and credit card
agencies have become the mainstream means of societal
transactions. In a cashless century, credit cards encourage
consume spending by borrowing the cash for a purchase in
advance.
Given rapid changes in consumer trends, credit
card issuing companies often lose their competitiveness
owing to a high consumer turnover rate.
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As is estimated, the economies of scale
for the credit card issuing sector are approximately 500,000
credit cards. However, with the increasing number of credit
card issuing companies, that figure will increase to 700,000.
While Taiwan currently has 54 credit card issuing
companies, forty of those have not achieved economies of ,
explaining the fierce competition in this sector.
The inability of credit card issuing
companies to enhance communication with consumers
through effective procedures such as integrated marketing
communication makes it impossible to promote the brand
recognition of the banking sector in issuing credit cards.
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Based on the above, we should develop an integrated
marketing communication (IMC)-based strategy for the banking sector to
reduce overhead costs in marketing and establish a clear enterprise
brand image for consumers to easily recognize
To do so, the optimal marketing resource allocation
model can be adopted to quantitatively investigate the information of
nine credit card issuers in banks with respect to the way in which they
allocate resources. The Delphi technique and analytic hierarchy process
(AHP) method can then be used to analyze how the Taiwan bank sector
allocates its marketing resources. Next, a consistency examination can
be performed to control the accuracy of research results. Additionally, a
questionnaire survey can be sent to banking experts, along with an
AHP-based survey sent to experts in industry. Based on those results, a
priority sequence for the weight ration of the optimal marketing resource
allocation model can be derived . Moreover, the relevant weight ratio of
each level and priority can be analyzed
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As anticipated, the proposed IMC-based
strategy can enable enterprises to implement IMC-related
practices efficiently.
Importantly, the proposed IMC strategy can
adopt optimal marketing resource allocation theory based on
the AHP method, obtaining an objective experts opinion,
each factor weight distribution, thus providing a valuable
reference for decision makers concerned with the efficient
allocation of marketing resources.
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The feasibility of applying knowledge management to
Taiwans emergency medical units has received increasing attention,
especially the role of knowledge assets in effectively managing the
main resources of such units.
Whether an organization can accumulate knowledge skills
efficiently and apply them effectively largely determines its competitive
strength, an area which knowledge management of emergency medical
units has not yet been identified.
As is well known, knowledge management comprises
four activities involving knowledge: its circulation, creation,
accumulation and dissemination, which only have an efficiency of about
77%, 66%, 49% and 25% in emergency medical units, respectively.
As each organization has its own unique features,
emergency medical units must identify which knowledge management
practices are the most appropriate.
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Based on the above, we should develop a
knowledge management-based method for emergency
medical units to benchmark staff performances, ultimately
enhancing the quality of medical services.
To do so, attitudes towards how to
incorporate knowledge management practices in
emergency medical units can be solicited via a
questionnaire survey. Based on those results, principal
components for a knowledge management-based
performances index can be identified. Appropriate
benchmarks to assess the performances of emergency unit
staff can then be identified by using analytic hierarchy
process (AHP).
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As anticipated, the proposed knowledge
management-based method for emergency medical units
can enhance orientation training and related contents, as
well determine the appropriate frequency of such training.
Capable of elevating work productivity of staff personnel to
80%, the proposed method can ensure that the rate of
rapidly diagnosing the ailments of emergency patients can
be increased to 90%.
Importantly, effectiveness of the proposed
method in raising the quality of emergency medical
services and upgrade the knowledge skills of medical
professionals can allow staff personnel to fully realize their
potential through knowledge sharing.
Further details can be found at
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