金融機構成功因素分析−以C銀行為例

近十多年來，台灣持續推動金融國際化，使得金融業大環境產生很大的改變，為提高競爭力，台灣在2001年開始引導金融集團成立金控公司，期望本國金融業能提升整體經營實力，面對外來的競爭，本國的金融集團不得不進行組織改造，以提高整體競爭力。本論文以個案分析法來探究C銀行的經營概況、組織改造的相關內容以及未來企業經營方針，並且深度訪談C銀行內部主管及基層職員。本研究經歸納與分析後結論如下：一、C金控為全台灣資產規模第一大的金控，C銀行在這樣雄厚實力的母公司旗下，順應企業整體化的發展，在銀行界佔有舉足輕重的地位。二、C銀行提供給客戶的服務，有別於其他銀行制式化的服務內容，總能夠以親切、人情味等方式，給客戶賓至如歸的感受，這樣的服務品質，得到客戶非常高的認同度。三、C銀行的財富管理業務以及與商品交易、客戶服務等相關軟硬體設備等服務的發展，相較於其他外商銀行而言雖然起步較晚，但近五年已開始引進較為先進的金融交易商品、相關交易系統、智能客服等，能夠提供客戶更為先進的商品及服務體驗，藉以提升整體商品行銷實力。四、C銀行自2016年始的New heights2020登峰計畫，雖旨於增強員工適應未來Fintech的潮流，因此安排相當多的會議與相關課程讓員工參與，雖然分行主管人員對此計畫能有正向的認知，但疏於溝通的情況下，仍有部分員工無法完全認同這樣的公司政策，導致公司資源積極投入此計畫的效果遭受限制。

關鍵字

金控公司；個案分析法

並列摘要

In the past ten years or so, Taiwan has continued to promote financial internationalization, which has brought about great changes in the financial industry environment. In order to improve competitiveness, Taiwan began to guide the financial group to establish a gold control company in 2001. It is expected that the domestic financial industry can enhance its overall operational strength. In the face of external competition, its financial groups have to undergo organizational transformation to improve their overall competitiveness. This thesis uses case analysis to explore the business situation of C Bank, related content of organizational transformation and future business management policies, and in-depth interviews with the internal supervisors and grassroots staff of C Bank. The conclusions of this study after induction and analysis are as follows: 1. C Financial Holdings is the largest gold controller in Taiwan's asset scale. Cathay Pacific Bank is a member of such a strong parent company, which is in a position to play a pivotal role in the banking industry. 2. The service provided by C World Bank to its customers is different from the service content of other banks. It can always give customers a feeling of being at home in a friendly and humane manner. This kind of service quality is highly recognized by customers. 3. The development of C Bank’s wealth management business and related services such as commodity trading and customer service, compared to other foreign banks, started late, but has introduced more advanced finance in the past five years. Trading products, related trading systems, intelligent customer service, etc., can provide customers with more advanced products and service experience, in order to enhance the overall product marketing strength. 4. C World Bank's New Heights 2020 summit since 2016, which aims to enhance the trend of employees to adapt to the future of Fintech, has arranged a large number of meetings and related courses for employees to participate, although the branch executives can have positive plans for this project. In the case of cognition, but in the absence of communication, there are still some employees who cannot fully agree with such company policies, which has limited the effectiveness of the company's resources to actively participate in this project.