綜合證券商在經紀市場之行銷業務競爭策略形成 之研究-以臺灣地區H證券公司為例

A study on competitive strategy formulation in marketing business for integrated securities firm in brokerage markets – A case study of a Taiwan H securities firm

黃寶春(Pao-Chun Huang)

指導教授 ： 林志鴻

共同指導教授 ： 賴錦璋(Chin-Chang Lai)

淡江大學/商管學院/國際企業學系碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00378

摘要

本研究針對近年來證券產業在國際面臨歐債危機衝擊、國內課徵證所稅爭議和二代健保補充保費的影響，投資人對股市缺乏信心，將資金撤離股市，使得經紀市場面臨成交量萎縮的困境，及金控券商在競爭激烈的經紀市場，如何利用金控券商現有的優勢，藉由全力推動共同行銷業務的行銷業務策略來達成擴張經紀業務經營競爭策略。
本研究藉由一特定金控券商為個案研究探討對象，對個案證券公司以共同行銷業務作為行銷業務競爭策略來達成其全力擴張經紀業務的經營策略進行研究。採用Lin and Pao (2004)提出之策略管理架構，歸納出企業競爭策略形成之重要相關因素，以提供證券產業相關參考。本研究採個案研究法，透過國內外相關文獻探討、初級資料及次級資料的蒐集，歸納結論如下：
一、 在企業使命陳述之下，綜合內部環境、外部產業環境及總體環境的分析評估後，歸納出H證券公司競爭策略形成之重要考量因素：在內部環境面為「銀行支援、拓展經紀」，在外部產業環境面為「擁有大量優質客戶」，在總體環境面為「政策開放、引申需求」。總結前述三大重要因素，形成個案證券公司之競爭策略係「全力擴張經紀業務」來達成使命陳述。
二、 以個案H證券公司之使命陳述—「成為經紀業務市佔第一的金控券商
」，評估其內部環境、外部產業環境及總體環境，歸納出該證券公司適合以推動共同行銷業務作為其行銷業務策略來達成其「全力擴張經紀業務」之策略。

關鍵字

證券產業 ； 金控券商 ； 經紀市場 ； 共同行銷 ； 使命陳述 ； 競爭策略

並列摘要

The study aims to discuss the situations in recent years when security industry is in face of Europe’s debt crisis and under the influences of disputes on domestic imposition on capital gains tax and National Health Insurance supplement premium, investors lose their confidences in stock market and therefore pull their cash out of stock market, triggering the slumps in volume of trade in brokerage market and to discuss how financial holding securities firm use their existing strengths with management competition strategy to expand brokerage business through effectively promoting the marketing business strategy of cross-selling business in competitive brokerage markets.
By targeting a specific financial holding securities firm in the case study, the study is founded on the management strategy of the securities firm in the case study with cross-selling business as its competitive strategy in marketing business to fully expand brokerage business. Based on the strategic management framework proposed by Dr. Lin and Pao (2004), the important relevant factors to enterprise competitive strategy formulation are summarized as references to security industry. This study utilizes case-study method, both of foreign and domestic relevant literature research and collection of primary data and secondary data. The key findings are summarized below:
1. Under the mission statement of the enterprise, combining the analysis and evaluation in inner environment, external industrial environment and overall environment to summarize the important considerations in competitive strategy formulation of H securities company: “bank support, brokerage expansion” in respect to inner environment, “having a large number of high quality clients” in respect to external industrial environment and “open policy, derive demand” in respect to overall environment. Combining foregoing three most important factors, the competitive strategy of the securities firm in the case study is formulated as “full expansion in brokerage business” to meet the requirements of the mission statement.
2. Based on the missions statement of H securities firm in the case study – “becomes number one financial holding securities firm in brokerage business market share”, evaluate its internal environment, external industrial environment and overall environment to name the best strategy for this securities firm to achieve “full expansion in brokerage business” to be promoting cross-selling business as its marketing business strategy.

並列關鍵字

security industry ； financial holding securities firm ； brokerage market ； cross-selling ； mission statement ； competitive strategy

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