銀行事業策略研究-以台灣地區銀行為例-

The Research of Bank Business Strategy-Banking Industry in Taiwan

王紀偉(Chi-Wei Wang)

指導教授 ： 謝龍發

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400629

摘要

摘要
台灣加入「WTO」後由於金融產業自由化，以及經濟環境的改變，業務漸趨向多元化經營，造成銀行同業之間的競爭壓力，經營風險日益增加，也產生了前所未有的金融改革和衝擊，有鑑於銀行業在台灣是全世界銀行密度最高的市場之一，產品差異化卻極低，同業間為爭取客戶淪為價格的競爭，致使銀行業獲利不如亞洲其他國家，經營策略上需要有突破性的變革。
本研究是以2001年台灣金融指標政策「金控法」成立後分析目前國內銀行經營現況與亞洲其他國家銀行業之發展比較，應思考該採取何種經營方式，以找到正確的經營策略來增進自身的企業競爭力永續經營，同時嘗試為銀行業擬定出未來具體的可行策略並歸納出未來趨勢與未來發展方向，以供台灣銀行業在實務上的應用及參考依據。
本研究歷經文獻資料彙集整理、「SWOT」分析、國內外銀行業經營概況分析及國內相關業者個案訪談等程序，並以司徒達賢先生所提出之「策略矩陣分析法」為模型進行個案銀行分析探討，研究發現國內銀行家數過多資源分散，缺乏大型指標性領導銀行，建議持續整併以達規模經濟；產品創新度不足，業務重疊性高，應發展獨特利基商品或行銷模式；資產規模普遍太小，市場集中於國內，需積極培植國際級金融專業人才以佈局海外市場；金控銀行業與非金控銀行獲利無顯著差異，需運用資源優勢以發揮綜效；兩岸金融開放之契機在風險有效控管下積極西進大陸金融市場藉此提升國際競爭力。

關鍵字

WTO ； 策略矩陣分析 ； SWOT分析 ； 金控法

並列摘要

Abstract
Ever since Taiwan has joined the World Trade Organization (WTO), the diversity of marketing has increased owing to the financial industry liberalization and changes of the economical environment. This situation followed by the intensified competition pressures among banks, the increased management risks, as well as the unprecedented revolutions/impacts. For the bank density, Taiwan is on top among the global markets, whereas the product differentiation is relatively low. Banks in Taiwan strive to get ahead by lowering down prices; in return the profits are relative low with comparing. In light of this fact, they need to seek for innovative reformation as a breakthrough.
This research is to analyze, after the Financial Holding Company Act was established in 2001 in Taiwan, the comparisons of current management development of banks in Taiwan versus banks in other Asian countries. The study explores the business strategies that would boost the abilities of competition and sustainable business advantage, and offers some useful suggestions to bank practitioners.
The research was done utilizing documentation collection, SWOT Analysis, local/foreign banking industries management case analysis, and interviews with top managers. In addition, the "Strategic Matrix Analysis" model by Mr. Dah-Hsian Seetoo was adopted for an in-depth case study. The results indicate a) excessive local banks lead to scattered resources and the short of certain leading banks. Recommend to continued integration to achieve the economies of scale; b) the lack of revolutionary products and the overlapping of businesses. Recommend to develop unique niche products or marketing patterns; c) inadequate scales of assets and focuses on local markets. Recommend to aim at foreign markets and cultivate international financial professionals; d) financial holding/non-holding banks have little distinction as to profits. Recommend to achieve effectiveness by utilizing resources; to control the risks brought by cross-straits banking and to proactively enter the financial market in China, so as to enhance the capability of international competition.

並列關鍵字

SWOT Analysis ； Financial Holding Company Act ； WTO ； Strategic Matrix Analysis

參考文獻

林正寶，2009，台灣金融產業的發展與變革，國立中興大學報告。

財團法人國家政策研究基金會 http://www.npf.org.tw

陳福熒，2006，台灣銀行業赴中國大陸投資進入策略之關鍵成功因素-以ESSP觀點分析，中原大學碩士論文。

李勇儒，2010，金控法實施後對銀行業經營績效的影響，樹德科技大學碩士論文。

李郁亭，2006，銀行合併對中基層員工之影響，國立政治大學碩士論文。