證券投資信託公司營運與銀行通路需求之探討-以T公司為例

Exploration of securities investment trust enterprise operation and the bank channel requirement.-A Case Study on Company T

顏淑靜(Shu- Ching Yen)

指導教授 ： 林志鴻

淡江大學/商學院/國際貿易學系國際企業學碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00920

摘要

本研究在台灣投信業發展現況下，針對個案公司「銀行通路需求」的特定策略來進行深入探討，目的是希望在個案公司使命陳述下，進行其內部、產業及總體環境要素評估，分析出影響策略形成的重要環境優勢來形成最適競爭策略，並據以探討個案公司選擇特定策略的適當性，期望能提供一個分析模式予投信業做為其競爭策略診斷的參考。

ㄧ、在個案公司的使命陳述下，分別評估個案公司內部、產業及總體環境要素的重點來辨認出個案公司在三大環境中的優勢，歸納出其競爭策略形成要素圖型，當個案公司綜合考量三大環境各要素重點時，將有助於其最適競爭策略形成，可做為該公司擬定特定競爭策略與修訂的參考。

二、個案公司的使命陳述「提升基金市場佔有率」下，根據個案公司環境評估所形成的最適策略必須藉由「積極拓展配合銀行家數」來加以實踐，因此其最適競爭策略與「集中銀行通路行銷」的特定策略相契合，進而達成企業使命，繼續維繫在產業的領導地位。

三、在個案公司特定策略執行上，建議「擴充銀行通路服務團隊」來專責銀行通路行銷執行，並「增加廣告費用提高銷售回饋」來強化行銷策略，維繫投資客戶對於投資績效及品牌的認同，在社會重視理財的風氣下「順應投資議題推介基金」來掌握理財的風氣，達成企業使命。

關鍵字

投信業 ； 使命陳述 ； 銀行通路 ； 市佔率 ； 環境要素 ； 最適競爭策略 ； 特定策略

並列摘要

Under the current development condition of Taiwanese investment industry, this research kicks off an in-depth discussion based on the specific strategy of “banking channel demand” by case company, in the hope of conducting a key-element analysis, under the mission statement of case company, for inside-company, industry-wise, and overall environment so as to bring out essential environmental advantages affected by strategic development and formulate an optimal competitive strategy, based on which the appropriate choice of specific strategy laid down for case company will be thoroughly elaborated, hopefully putting together an analytical module as a reference for investment industry to diagnose its competitive strategy. Having adopted an approach of explorative case analysis, this research has come up with following conclusions through the related study of domestic and foreign documents as well as sub-level data collection.

Under the mission statement of case company, key elements inside case company, the industry and overall environment are individually analyzed to distinguish the advantage of case company among three major environments and induce the chart of key elements that take shape of its competitive strategy. Upon comprehensively evaluating each key element of the three major environments, case company is in a better position to come up with the most appropriate competitive strategy as the reference for said company to formulate and adjust any specific competitive strategy.

Under the mission statement “to increase market share of fund” of case company, according to environmental evaluation made by case company, the most appropriate strategy must be carried out through “the aggressive initiative to expand the number of chartered banks”, therefore the most appropriate competitive strategy complies with the specific strategy of “centralized banking channel marketing”, and ultimately manages to achieve its corporate mission and keep the leading position of the industry.

In terms of the implementation of specific strategy by case company, “a service team for banking channel expansion” is then suggested to take the ad-hoc role of banking channel marketing, and reinforce its marketing strategy by the initiative of “increasing advertisement expense to boost up sales feedback” to maintain the approval of investing clientele toward investment performance and brand image. In additions, follow common practice of the society to manage finance and “promote funds in favor of investment topics” to catch up the trend of financial management and achieve its corporate mission.

並列關鍵字

Investment industry ； mission statement ； banking channel ； market share ； environmental elements ； the most appropriate competitive strategy ； specific strategy

參考文獻

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