台灣地區金融控股公司競爭策略形成之分析-以C金融控股公司為例

A Study of the Formulation of Competitive Strategies by Financial Holding Companies in the Taiwan Area-A case of C Financial Holding Company

蔡育騰(Yuh-Terng Tsai)

指導教授 ： 林志鴻 ； 賴錦璋

淡江大學/商學院/國際商學碩士在職專班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00045

摘要

本研究屬於以描述性之研究方法，並透過國內外相關文獻探討、次級資料之蒐
集方式為個案作整體之競爭策略分析。本研究以國內銀行業之過去及現在發展之競
爭狀況，來了解一個金控公司未來因應產業環境所採取之競爭策略，而探討採取之
競爭策略與其競爭策略形成要素之相關性為本研究之目的，針對個案金控公司的分
析及評估，進而觀察並了解金融業因應外部環境因素及考量企業本身之內部環境因
素之經營策略與企業整體在策略運用上之關係，以供未來金融相關產業在做決策及
經營策略之參考。
在競爭優勢策略分析模式應用上，本研究係以C金控公司為模式實證之個案研究對象，並於分析後獲得三點主要結論如下：
一、在金融產業中，C金控公司定位於「市場導向經營」策略群組，並能充分掌握此一群組關鍵成功因素之優勢。
二、C金控公司現階段具有員工的忠誠度與向心力、行銷通路的整合效率、品牌與企業形象及經營高層能有效領導子公司間之溝通協調等四項核心資源優勢。
三、C金控公司在策略意圖與目標的制定上，能充分掌握市場環境中的機會，並發揮組織擁有的實質競爭優勢，但仍有包括客戶關係管理（CRM）、品牌與企業形象、產品創新與研發能力及國際競爭能力等有待加強之實質競爭優勢與產業關鍵成功因素。

關鍵字

金融控股公司 ； 使命陳述 ； 市場導向經營

並列摘要

Based on productive approach, the research analyses the C financial holding company through study of relatively representations, collection of secondary data, and exploring relevant literature. The research takes advantage of the past and current, competitive situation of domestic banks to estimate competitive strategy that a financial holding company will conduct. Moreover, the ultimate goal of this research is to find relationship between competitive strategy and elements of shaping the competitive strategy. Through analyzing and estimating the C financial holding company, the research will assist the financial industry to understand external and internal, environmental elements. Furthermore, this research would provide a reference for the financial industry on decision-making as well as on business strategy.

In applying the competitive advantage strategic analysis model, this research was gathered by using C financial holding company as an actual target model for the case study, and once analyzing this company, three major conclusions have been made as follows:
1. In the financial business industry, C financial holding company positioned at「market-oriented operation」strategic business units, and sufficiently controlled key factors of success advantages.

2. C financial holding company at the present time possesses fidelity and loyalty from employee、the integration effectiveness of marketing channels、brand name and business image, and effective leadership in upper operating management over subsidiaries’ communications ＆ coordination in primary resources advantage.

3. In the process of defining goals and establishing intention strategies, C financial holding company can fully manage opportunities from the market environment, and develop the actual competitive advantage that organizations maintain. However, some other competitive advantages and industry key success require further reinforcement, including customer relationship management、brand name and other business images、product innovation、research ＆ development, and international competition abilities, etc..

並列關鍵字

financial holding company ； mission statement ； market-oriented operation

參考文獻

方世榮譯(2000)，行銷管理學，台北：東華書局。

Aldisert, L., (2002), “Modelling Internal Communications in the Financial Services Sector”, Bank Marketing, 33,4,37.

Andrew, K. R. (1980), The Concept of Corporate Strategy, Illnois: Richard Irwin.

Berger, A. N. and Hannan, T.H. (1998), “The Efficiency Cost of Market Power in the Banking Industry: A Test of the「Quiet Life」and Related Hypotheses.” Review of Economics and Statistics 80, 456-465.

Boar, B. H. (1993), The Art of Strategic, Planning for Information Technology: Crafting Strategy for the 90s, New York, New: Free Press Company.