台灣地區商業銀行之競爭優勢-三類型銀行的個案分析

Competitive Advantage for Commercial Banks in Taiwan：A Case Study

陳尚薇(Shang-Wei Chen)

指導教授 ： 朱文儀

國立臺灣大學/管理學院/商學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.10900

摘要

商業銀行為儲蓄者與投資者間重要的橋樑，因其獨特的地位，在國民經濟中扮演相當重要的角色，亦成為近年來管理學界的研究議題之一。本研究以管理理論中的五力分析為基礎，分析商業銀行產業的競爭態勢，接著以SELECT分析模型，探討商業銀行的競爭優勢構成面向。本研究採取個案研究法，透過焦點訪談法，進行商業銀行的競爭優勢分析，以期提供學術研究與實務經營上之參考。
本研究以台灣地區的商業銀行為探討主體，並依相關法律之規定，將其分為三大類型：公股銀行、公股民營化銀行，以及民營銀行，並從三類型中分別篩選一家個案銀行作為研究對象。透過與個案對象高階主管的深度訪談，進行實證分析。
本研究探討商業銀行產業中，來自供應商、購買者、潛在競爭者、同業與替代品五個力量的整體競爭態勢，並比較三類型銀行在競爭優勢的本質、表現形式、產生環境、影響、成因與時間跨度六個構面的異同；經由本研究之歸納與比較後，針對三類型商業銀行提出未來發展的營運建議。本研究主要的結論如下：
（一）台灣地區商業銀行業之競爭強度中等，整體產業吸引力屬中等。
（二）公股銀行與公股民營化銀行在競爭優勢的本質屬定位性，而民營銀行則為動態性。
（三）相較於公股銀行與民營銀行，公股民營化銀行的競爭優勢更具綜合性。
（四）競爭優勢的產生環境方面，企業綁定為三類型銀行所共通，公股銀行及公股民營化銀行則另具虛擬綁定，民營銀行雖未具虛擬綁定但為其中唯一具有個人綁定優勢者。
（五）公股銀行與公股民營化銀行在競爭優勢的影響屬絕對性，民營銀行則為相對性。
（六）公股銀行與公股民營化銀行在競爭優勢的成因上多屬自發性，民營銀行則為策略性之競爭，其中在教育訓練的形成具有競合情況。
（七）公股銀行競爭優勢的持續性最佳、其次為公股民營化銀行，最後為民營銀行。

關鍵字

商業銀行 ； 五力分析 ； SELECT分析模型

並列摘要

Due of the unique positions of commercial banks in national economy, studies on commercial banks become one research trend in the recent management studies. This study used the five forces model to analyze the competitive landscape of the commercial banking industry. It then used the SELECT framework to analyze ommercial banks in Taiwan. The case study method was used as the main research method.
Following the government regulations, this thesis identified three types of commercial banks: state-owned banks, privatized banks, and private banks. Among each type of commercial banks, one case bank was chosen, and in-depth interviews were conducted with top management from these three commercial banks.
Based on the interview data,this study examined the five competitive forces in the commercial banking industry, and then analyzed the six dimensions of competitive advantages, that is,SELECT, of the three types of commercial banks. The main research findings are as follows.
1.The commercial banking industry in Taiwan shows a moderae level of competitive threats, so its industrial attractiveness is also moderate.
2.The substance of competitive advantages of state-owned banks and privatized banks is positional, and it is kinetic for private banks.
3.Compared with state-owned banks and private banks, the competitive advantages of
privatized banks are more compound.
4.Firm-bound is common for the three types of commercial banks, and virtual-bound is for state-owned banks and privatized banks. As for private banks, the locale is individual-bound but not virtual-bound.
5.The effect of competitive advantages of state-owned banks and privatized banks is absolute, and the source of competitive advantages of private banks is relative.
6.Most of the competitive advantages of state-owned banks and privatized banks are spontaneous, and the cause of competitive advantages of private banks’ lay in its strategy.
7.The sustainability of competitive advantages of is best for state-owned, followed by privatized banks and private banks.

並列關鍵字

commercial banks ； five forces model ； SELECT framework

參考文獻

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