證券業運用銀行證櫃之經營模式策略-以某臺灣證券公司為例

國人愛好儲蓄快速累積資產增加下，使理財需求提高，投資人也己從徧好型投資轉向理財型投資；基於五力分析臺灣證券業競爭的強度、潛在競爭者進入之威脅、替代產品出現之可能性、供應商之談判力、顧客之談判力，以及SWOT模型針對臺灣證券市場之競爭優勢、劣勢、機會與威脅分析個案，本研究運用價值網絡的策略來探討銀行證櫃經營。採用質性研究方法中的訪談法透過證券相關同業資深高階管理主管深度訪談，研究發現個案證券公司運用銀行證櫃經營下有別於傳統證券經營模式之珍貴經驗。本研究結果發現，銀行證櫃是在銀行駐點所以於開戶時客戶徵信更必需詳實外，仍需要有原證券商主體強而有力的團隊支援如前檯的人工接單營業員配合處理人工下單、特殊交易、風控股票；後檯的資訊建檔、風控與集保、信用交易開戶等流程來做證券服務完整配套，進而取代客戶對傳統證券商的依賴，將使客戶轉至銀行證櫃進行證券交易與理財活動之習慣，證櫃人員往後仍需長期關心客戶並注重效率執行，銀行證櫃將可成為證券商獲利的亮點。根據價值網絡的策略觀點進一步建議，本研究個案公司經營型態的轉變，以往證券、投信、銀行、保險等分立的狀況，將走向混業經營，因此資訊服務平臺的建立，以及期貨現貨、全球財經報告研究都要整合，證券商需長期培養國際化的人才；未來將配合法令開放腳步，推展國際證券分公司業務(OSU)。

關鍵字

銀行證櫃；五力分析； SWOT分析；價值網絡

並列摘要

The need for financial management is increasing in Taiwan due to our people’s preference for savings and the rapid accumulation of the assets. The investors’ investment direction has transformed from preference investment to managing financial investment. Based on how ”Porter five forces analysis” is adopted in the competitiveness of Taiwanese Securities Business, the threats brought by the potential competitors, the possibility of the substitute invention and the bargaining power equipped with the suppliers and customers. T, then how “SWOT Analysis” is further taken to know the strengths, weaknesses, opportunities and threats of Taiwanese Securities Business; moreover, value network strategies are applied to study the operation of the Securities Counter on banking. Qualitative research is used in this research and through the interviews held with the senior and experienced managers from the related industries, we found it valuable to tell the differences of performing the case study’s Securities Counter on banking from the traditional managements. We’ve found out from the research that besides the importance of the credit checking of the customers’ information when they’re opening new accounts at the bank, a capable group coming from the original securities corporation is needed as well to provide instant assistances with the front desk such as the dealings with the orders, special trades and risk control of stocks. The securities’ services like data backup, risk control, central depository and credit trading account are also included to perfect the service package. The customers’ dependency on the traditional securities corporations won’t be replaced unless these services are literally practiced. The clerks should continuously concern about their customers’ needs and despite their best endeavors to execute with efficiency, then Securities Counter on banking could produce a profit to the securities corporations definitely. According to the value network strategies, further recommendation can be raised to the transformation of the case study’s operation to “Multi-Service Operation”, including the coverage of the fields as securities, investment trust, banking and insurance. Therefore, the integration of the information service platform establishment, futures market, spot market, and the global financial researches are inevitable; furthermore, the training of the international elites is essential to go with the future trend of the Act to promote Offshore Securities Unit (OSU).