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Marketing Communication of Young Banks on the Czech Market
Tuček, Daniel ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
The diploma thesis deals with the analysis of marketing communication of young low-cost banks, which, due to their entry into the Czech market, caused revolution not only in the sphere of the bank fees. Among the selected young banks are the organizational unit of the Polish bank mBank, the purely Czech Fio Bank, Air Bank, which is part of the PPF financial group of Petr Kellner and Equa Bank, which is currently one of the fastest growing banks in the Czech market. The theoretical part deals with the marketing mix of goods, services and defining the specific features of the banking sector. Consequently, it focuses on communication models and the definition of a marketing communication mix. The practical part of the thesis first presents the historical context in the Czech banking sector, comments on the entry into the market of individual companies and presents the current situation. Another chapter deals with the marketing communication of selected banks, where the thesis focuses on the environment of business places, processing of advertising spots and communication on websites and social networks. Through a questionnaire survey, the author tries to find out some trends in the behavior of financial market participants and assess which segments to address, what advantages and benefits of financial products to prefer and by which communication channels should clients be addressed by banks. On the basis of these results, it proposes some recommendations that should strengthen the positions of individual banks in the Czech market.
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Bank branch, the change of its character and its importance in the contemporary Czech banking.
Musilová, Markéta ; Půlpánová, Stanislava (advisor)
The bachelor thesis deals with the importance and position of the bank branch in the bank communication network. Attention is devoted to the transformation processes that significantly affected the role and function of bank branches in more than last 20 years. The main factors that caused the change in the character of bank branches are analyzed on a sample of four specific concepts of competing banks. It is a concept of Expandia Bank with banks without bank branches, or the project of banking kiosks, whose main characteristics are demonstrated on the example of Volksbank Shop and mKiosk of mBank. Other bank concept is franchise model of bank branch, which is characterized in a general level, and at a specific example represented by UniCredit Bank Expres.
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Analysis of the Acquisition Marteting Strategy of mBank
Zejda, Vladimír ; Jablonský, Petr (advisor)
This paper examines the consumer decision process at the financial market. Combining the findings from the fields of marketing, finance, psychology, economy, sociology and consumer behaviour I present a complex model of the financial services' consumer decision process. In the second part of the paper I use the model on the case of the entry of a new bank into a Czech retail banking market -- mBank (2007). Using the model I then explain the growth in the bank's client base.
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Srovnání eBanky a mBank jako projektů internetových bank
Koďousek, Tomáš ; Půlpánová, Stanislava (advisor)
Práce srovnává dvě banky ? eBanku a mBank, které působí na českém trhu a jež se profilují (profilovaly) jako internetové banky. Vystihuje jejich shodné i rozdílné znaky při srovnání historického vývoje, produktové nabídky, komunikačních kanálů, hospodářských výsledků i současného postavení na bankovních trzích. Podrobněji je rozebrána historická souvislost, charakter bank, internetové bankovnictví a jeho zabezpečení a finanční výsledky. Závěrečná konkluze práce nastiňuje, nakolik mají sledované banky shodné rysy a zhodnotí, zdali je model internetové banky životaschopný.
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