銀行的SWOT分析及其經營策略研究－以合作金庫銀行花蓮分行為例

SWOT Analysis and Strategy Research of Bank-Use the Taiwan Cooperative Bank of Hualien Branch as an Example

莊岳霖(Juang Yueh- Lin)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2018年)

https://doi.org/10.6346/THE.NPUST.AM.003.2018.D04

摘要

金融業在整個國家整體經濟發展中佔有相當重要的地位，台灣地狹人稠，近年來本地銀行愈開愈多，截至2017年1月底本國金融機構家數共有411家，在競爭如此激烈的環境下，傳統存放款業務利差日益縮小，為繼續維持獲利進而創造更大利潤，各銀行紛紛朝向財富管理業務上去推展，加上國人理財觀念盛行，本文以合作金庫銀行花蓮分行為例進行SWOT分析，以供合作金庫銀行花蓮分行作為未來經營上的參考。
本研究獲得結論如下：
一、優點(S)
1、作業品質、作業流程有效率。
2、重視消費者權益，能提供消費者反應意見的管道。
3、能提供客戶一次性全方位的服務。
4、具有悠久歷史，經營穩健品牌形象佳。
5、存放款市占高率高，營業據點最多。

6、電腦資訊與各種業務結合功能較強。
7、研發金融及個人理財新種商品能力較強。
8、人才訓練教育制度完備。

二、缺點(W)
1、銀行整體行銷及產品整合有待加強
2、仍保有公務員心態，對客戶行銷的主動性不夠強。
3、資訊人才不足，資訊系統穩定度待提升。
4、部分行員年紀較高服務及應變能力有待加強。
5、國際金融人才不足，年輕人才培育有待努力。
6、部分業務辦理程序繁瑣，應加以簡化並提升處理效率。
7、受限於預算，軟硬體更新速度較慢。
三、機會(O)
1、優質服務。
2、歷史悠久企業形象良好。
3、制度良好員工向心力強，實務經驗豐富。
4、客戶群龐大營業據點眾多。
5、為金控集團子公司間可互相支援。
四、威脅(T)
1、海外市場業務不易拓展。
2、人才培育速度。
3、公營銀行預算受限。
4、同業間激烈競爭。
5、負有政策性任務。
6、年紀偏高缺乏效率，經營型態較保守。
7、軟硬體開發速度及研發創新能力較慢。
8、利差縮小獲利空間減少。
關鍵字：SWOT分析、經營策略、合作金庫銀行

關鍵字

SWOT分析 ； 經營策略 ； 合作金庫銀行

並列摘要

The financial industry occupies a very important position in the overall economic development of the entire country. In recent years, the number of local banks has grown more and more in Taiwan. As of the end of January 2017, there were 411 financial institutions have been in operation in the country. Under such a fierce competition environment, the spreads is reduced in traditional deposits. In order to create more profits to maintain profitability, each bank pressed the wealth management business to satisfy the keening on financial concepts of countrymen. In this paper, this SWOT analysis gives a reference to the Taiwan cooperative bank of Hualien Branch which is operated for the future.
The study obtained the following conclusions:
First, the advantages (S)：
1. The quality and the efficiency of the operation procedure
2. Attaching importance to consumer rights and providing channels for customer feedback

3. Be able to provide customer one-off and comprehensive services

4. Long history and stable management with its strong brand image
5. Highest market share in the deposit money, with the largest number of business locations
6. The stronger combination of computer information and several businesses
7. R & D (research and development) finance and personal finance are highly capable of new species
8. The complete education system for personal training
Second, the disadvantages (W) ：
1. Wholesale bank and product integration should be improved and Strengthened
2. Prevailing negative attitudes like government employees and laking of motivate for
3. Vacancy for technical personnel and the stability of information system must be improved
4. Needing strengthened older members' service and reaction
5. Having room for improvement of the lack of international financial talent and the youth training
6. The solutions of cumbersome of business processes
7. Updating slower of software and hardware by the Limit of budget
Third, the opportunity (O) ：
1. High-quality service
2. A long-established of good corporate image
3. Well-established structures, strong sense of coherence in employees as well as plentiful practical experiences
4. Large customer bases and numerous business locations.
5. In order to coordination and cooperation between subsidiaries in the bank holding
Fourth, the threats (T) ：
1. The difficulty of expanding overseas market business
2. The speed of talent development
3. The limited budget of public bank
4. The Intense competition from peers
5. The policy task
6. The elder's inefficient and the conservative business mode
7. The slowness of developing the software, hardware and the innovate development
8. The reducing of Spreads and profit
Keywords: SWOT Analysis、Strategy、Taiwan Cooperative Bank

並列關鍵字

SWOT Analysis ； Strategy ； Taiwan Cooperative Bank

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