富邦集團之經營策略

The Business Strategy of Fubon

林耕弘(Keng-Hung Lin)

指導教授 ： 郭瑞祥 ； 陳忠仁

國立臺灣大學/管理學院/商學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201603775

摘要

富邦集團是一家以金融事業為主體的大型集團，自1961年由產險事業起家，於1982年成為產險市場的龍頭，隨後創立了證券、銀行、人壽等事業體，並於2001年於我國證券交易所掛牌上市，成為首家成立的民營金融控股公司。爾後透過一系列的併購、策略聯盟、多角化、海外布局等方式擴張事業規模，如今富邦集團已經發展成一個在金融、電信、媒體、建設、娛樂產業內多元化發展的大型企業集團，主力事業富邦金控2016年全年度稅後淨利新台幣485.75億元，每股盈餘4.73元，連續第八年登上金控獲利王的寶座。

本研究透過相關文獻的蒐集和資料的歸納整理，首先針對富邦集團的成長歷程作探討，依時間順序劃分為三大時期。運用Porter（1980）的五力分析模型進行產業分析，了解產業的狀況並歸納出關鍵成功要素，再將富邦集團的發展歷程依安索夫矩陣的成長策略作探討，並與企業的核心能耐與競爭優勢相互比較。最後分析富邦集團旗下主力事業體的競爭策略，並利用BCG矩陣分析各事業體目前在市場上的定位，並給予未來成長的建議。

關鍵字

富邦 ； 併購 ； 策略聯盟 ； 多角化 ； 安索夫矩陣 ； BCG矩陣

並列摘要

Fubon is one of the most famous business group in Taiwan, known as its finance business. Cathay Insurance Co., Ltd., the predecessor of Fubon Insurance, is founded in 1961, launching the Fubon Group on its path to prosperity. After Fubon Insurance took over the top spot in Taiwan’s property and casualty insurance market in 1982, Fubon Securities Services Co., Ltd, Fubon Commercial Bank Co., Ltd., and Fubon Life Insurance Co., Ltd., were gradually founded. While Fubon went public on the main board of Taiwan Stock Exchange, it became the first financial holding company to be incorporated in Taiwan. So far Fubon has grown into one of the largest business group, and has expanded it market size in finance, telecom, entertainment, and construction field through series of M&A, strategic alliance, diversification and globalization. At the end of 2016, Fubon Financial Holdings, the core company in Fubon Group, reported net income of NT$48.421 billion, with EPS of NT$4.73, the highest amongst all financial holding companies in Taiwan for the eighth consecutive year.

This research firstly focused on analysis of finance and telecom industry by Porter (1980) Five Forces Theory, and chronologically divided into three stages. Secondly, it defined Fubon ’s strategies, resources and capabilities in every stages. Besides, this research analyzed the evolution of Fubon ’s strategy and the deployment of related activities by Ansoff Matrix. Finally, this research analyzes core companies’ strategies in Fubon Group using BCG Matrix and concluded how to face challenge in global expansion and growth strategy for Fubon.

並列關鍵字

Fubon ； M&A ； Strategic Alliance ； Diversification ； Ansoff Matrix ； BCG Matrix

參考文獻

1. Porter, M. E. (1980), Competitive strategy: Techniques for Analyzing Industries

2. Porter, M. E. (1985), Competitive Advantage: Creating and Sustaining Superior Performance, New York: Free Press.

3. Stern, C.W. and Stalk, G. Jr (eds), Perspectives on Strategy: From the Boston

Consulting Group, John Wiley & Sons, 1998; 2nd edn, Stern, C.W. and Deimler,

M. (eds), The Boston Consulting Group on Strategy, 2006.