金融業新設分行決策與績效分析之探討-以個案A銀行為例

The Discussion of Decision Making and Performance Analysis on New Branch Bank of Financial Industry - Case Study of Bank A

留書香(Shu-Hsiang Liu)

指導教授 ： 邱垂昱

國立臺北科技大學/管理學院/工業工程與管理系EMBA班/碩士(2009年)

摘要

美國次級房貸風暴演變為全球金融風暴，台灣地區銀行雖不致發生如歐美投資銀行連串倒閉事件，但2009年金融投資損失恐需持續提列。金融體系在一國經濟發展中，具有二種功能，一是有效結合投資與儲蓄者資金，促進資本有效配置；二是提供有效率的支付機能，以維持經濟成長與發展，國內金融體系規模擴張多經由分行設立來進行推展，因而分行之設立是金融體系重要經營策略之一。本研究利用國內外的相關文獻，來探討台灣地區銀行產業現況及設立分行之經營績效，並經由個案分行實際研究分析，以秉持「服務從顧客角度出發，價值取決於客戶滿意度」及分行自身之經營定位為基礎，擬定行銷(marketing)策略，以符合市場需要，除量的擴充反應了社會經濟的需求外，並強調對「質」的要求，達到質量並重，避免同質性商品或服務上，大打激烈的價格戰，壓縮銀行獲利率。分行經營需扮演善良的管理者，除多樣化的金融產品來滿足客戶的需求外，更以嚴謹的態度保障客戶最大權益，而銀行應充分利用分行通路利基，提供差異化產品與服務，以創造最大利潤。綜合本研究分析探討其結論為新設立分行之成功關鍵因素，除區位與都市化及規模大小有密切關係外，應以企業化經營模式，進行創新經營，提供顧客優質之服務，始能讓分行在金融風暴考驗中永續經營。

關鍵字

客服中心 ； 電子數據交換 ； 商圈 ； 顧客關係管理 ； 資產負債管理

並列摘要

The subprime mortgage crisis in the U.S. has evolved into a global financial crisis; even though the banks in Taiwan did not bankrupt like the investment banks in the western countries, but the financial investment lost probably will continue to grow in the year 2009. One nation’s financial structure of serve two purposes to its economic growth: first is to allocate investment and depositors fund, which enhance the distribution of the capital; secondly, it provides efficient contribution to maintain one nation’s economic growth and development. Our domestic financial structure usually expand by establishing branches, therefore the establishment of the branches is one of the important strategy for our financial structure to operate. This research uses documents from both domestic and foreign resources to examine the current banking industry in Taiwan and the performance of the established branches. Moreover, this research is based on case study analysis from individual branch, and use “service started from customer perspective, and value depended upon customer satisfactory” as well as individual branch’s own standard as the foundation to formulate marketing strategy. In order to satisfy the demand of the market, not only the growth in quantity reflects society’s need, but also emphasize on “quality” demand to achieve a balance between quantity and quality, which serve as purpose to avoid substitute good and services compete through its price, and limited the profitability of the bank. Branch Operation needs to role-play as a good manager, not only have diversity of finance product to satisfy the customer demand, but also have a conscientious attitude to insure their rights as the customer. The bank should also diverse its goods and services that are based on the need of each and every branches to earn maximum profit. Based on this research analysis to figure out the key to successfully establish new branch, not only use the location, urbanization, and scale size as key elements, but also have entrepreneurship as the model to operate with innovation. The branch should provide satisfactory customer service, can also help the branch survive and continue operate under the current financial crisis.

並列關鍵字

Customer Service Center(CSC) ； Electronic Data Interchange(EDI) ； Business Park(BP) ； Customer Relationship Management(CRM) ； Assets and Liabilities Management(ALM)

參考文獻

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