洞見商機—台灣商業銀行之經營與發展策略分析 —以永豐銀行為例

The Corporate Strategy Analysis of Commercial Bank Industry: A Case Study of Bank SinoPac

吳采璇(Tsai-Hsuan Wu)

指導教授 ： 陳忠仁 ； 陳玠甫

國立臺灣大學/管理學院/商學研究所/碩士(2023年)

https://doi.org/10.6342/NTU202301000

摘要

銀行產業作為現代經濟體系中至關重要的一環，為國人提供平緩個體一生中 不同時期的金錢收入的產品與服務，同時亦為企業提供流動性與資金調度能力達 到穩定資本市場、促進經濟成長之效果。本研究選擇我國商業銀行產業作為研究對 象，並從中選擇排名中間的民營銀行永豐商業銀行作為個案研究標的。主要競爭者 以三間銀行作為對標，分別為民營商業銀行的第一名與第二名-中國信託銀行與 國泰世華銀行，及整體營業規模相近的台新銀行。

本文欲藉由分析永豐商業銀行在法人金融、消費金融、財富管理三大銀行事業 體中之發展現況與策略，了解其是否有機會掌握關鍵趨勢進行彎道超車。研究方法 採用個案研究法，研究資料的蒐集方式主要以產業觀察、二手資料蒐集、內部訪談 等方式推行，最終將資料帶入模型理論探討後歸納彙整，提出最終研究發現與建議， 分析架構上則帶入管理學相關理論模型如產業五力分析模型、策略活動系統分析、 BCG 事業組合分析......等，先於第三章產業分析囊括商業銀行產業現況概述、法源 依據、產業技術與市場發展趨勢、主要事業別與市場規模、五力分析與產業關鍵因 素之探討，第四章則進一步分析永豐商業銀行各業務別之經營現況、盤點其擁有之 資源和能力，進而分析永豐銀行業務組合間的關聯性和策略定位，以及成長策略與 事業策略之作為。最終針對個案企業提出針對四大構面核心業務之經營提出發展 建議，希冀助力其重返榮耀、趕上產業領頭羊，真正實踐永豐銀行之企業願景，打 造華人金融第一品牌。

關鍵字

永豐商業銀行 ； 商業銀行 ； 產業分析 ； BCG 矩陣 ； 競爭策略

並列摘要

As a crucial part of the modern economic system, commercial banking industry provides products and services to the people of the country to manage their income at different stages of their lives. Additionally, it offers liquidity and fund scheduling capabilities to businesses, which in turn stabilizes the capital market and promotes economic growth. This research focuses on the commercial banking industry in Taiwan, specifically choosing Bank SinoPac as the case study company. Three other banks were selected as benchmarks, including the top two privately-owned commercial banks, China Trust Commercial Bank and Cathay United Bank, and the similarly-sized Taishin International Bank.

This research aims to analyze the development status and strategies of Bank SinoPac in the three major business sectors of corporate finance, consumer finance, and wealth management. This case study research involves collecting industry observations and secondary data, and then using theoretical models such as the industry five forces analysis model, strategic activity system analysis, and BCG business portfolio analysis to analyze the data.
Chapter three of this study covers the overview of the commercial banking industry, legal basis, industry technology and market trends, major business types and market size, and analysis of the five forces and key factors of the industry. Chapter four further analyzes the operating status of each business type of Bank SinoPac, takes stock of its resources and capabilities, and analyzes the relationship and strategic positioning between the bank's business portfolios, as well as its growth and business strategies. Finally, the study provides development suggestions for the core businesses of the case enterprise in the four major dimensions, with the hope of helping it regain its glory, catch up with industry leaders, and truly achieve its corporate vision of building the top financial brand in the APAC region.

並列關鍵字

Bank SinoPac ； Commercial bank ； Industry analysis ； BCG matrix ； Competitive strategy

參考文獻

外文文獻

1.Allianz(2022) Allianz Global Wealth Report2022

2.Arner, D.W.; Barberis, J.N.; Buckley, RP (2016),"The Evolution of FinTech: A New Post-Crisis Paradigm?" SSRN Electronic Journal, Jan.

3.Brett King (2018),《Bank4.0》, Dec.

4.Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California management review, 33(3), 114-135.