台灣綜合證券商競爭策略形成之探討 －以K證券公司為例

Business Strategy Formulation of Securities Companies in Taiwan--A Study of the K Securities Firm

嚴蕾(Lei Yen)

指導教授 ： Chin-Hung Lin

共同指導教授 ： Àj¥@¦ë(Shih-Heng Pao)

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00589

摘要

股市有經濟櫥窗之說，證券市場又為資本市場的重心，因此證券產業對整個金融環境結構的改變具有相當的敏銳程度。我國於2001年通過金融控股公司法，2002年加入WTO後，為因應國際化與自由化之風潮，進而加速國內證券商之間的合併及調整，使本產業大益恆大的競爭局面更趨明顯，小型券商生存不易，對整個證券產業帶來極大的衝擊。本研究以上櫃券商K公司為個案探討對象，分析證券產業因應外部環境因素、產業環境及考量企業本身之內部環境因素之經營策略形成要素與企業整體在策略運用上之關係，以供未來證券相關產業在做決策及經營策略之參考。

以K公司成為獲利能力第一的全方位服務券商為該企業的使命陳述，將其相關分析探討歸納如下：

一、外部環境分析：K公司可以利用資金雄厚之優勢來搶佔整個證券市場的版圖。

二、產業環境分析：目前證券業屬於高度進入障礙產業，K公司可以善加利用整個集團的資源進行合併和購併的策略，進而增加市場的佔有率。

三、內部環境分析：K公司非常善用人才，並且禮遇菁英，不惜鉅資挖腳，唯人才是用，藉由投資、人事、策略各方面人才之專長，來發展公司未來決策的大方向和大原則。

綜合上述內、外部和產業環境分析，形成K證券公司的競爭策略為提供客戶高附加價值的金融服務。

關鍵字

使命陳述 ； 策略形成 ； 證券業

並列摘要

The dynamics of the stock market indicates the healthiness of the economy, and the securities industry represents the core of the capital market. Therefore, the securities industry plays a key role in the overall financial market. In 2001 Taiwan passed the Financial Holding Company Law. Since Taiwan joined WTO in 2002, the domestic securities companies accelerated their plans in mergers and re-structure to respond to the international market. As a handful of the large securities companies expand, it has become more difficult for the small securities companies to survive, and the entire securities industry is impacted as a result. This thesis report is a case study of K Corporation. The objective is to analyze how a securities company leverages its competitive advantages to face the challenges in the securities industry through strategic planning and management execution. The lesson learned will serve as great reference for other players in the same industry.

In order for K Corporation to achieve its mission statement as a profitable end-to-end service solution securities company, the study will focus on the following:

•First, external environment analysis: K Corporation may seize the entire stock market using its strong financial resources.

•Second, industrial environment analysis: Today the securities industry is a high entry barrier industry. K Corporation may utilize its capital for mergers and acquisitions to increase its market shares.

•Third, internal environment analysis: One of K Corporation’s strengths is recognizing potential talents both internally and externally and developing them to build organizational capability. The rich human resources with expertise in investment, strategic planning, and organizational management will be crucial in the overall company development and future expansion.

Through the analyses stated above, K Corporation’s competitive strategy is concluded as providing high-value financial service to customers.

並列關鍵字

mission statement ； strategy formulation ； security industry

參考文獻

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