民營銀行經營策略之分析－以彰化某銀行為例

The Analysis of Private Banking Business Strategy －An Example of a Bank in Changhua

簡永淞(Yung-sung Chien)

指導教授 ： 黃文星

朝陽科技大學/管理學院/企業管理系高階產業經營碩士在職專班/碩士(2014年)

摘要

近年來，國際金融市場及經濟情勢快速變遷，再加上2010年6月兩岸簽訂「經濟合作架構協議，ECFA」，皆加速本國金融機構走向國際化。此波自由化讓本國銀行經營環境出現更寬廣的發展空間，然而亦導致銀行業者之經營面臨更激烈的競爭。為了永續經營，各銀行業者必須審視自身資源，擬定未來發展目標，方能在自由貿易的洪流下繼續生存。
本研究以台中商銀-彰化分行作為研究對象，先行透過PEST分析，瞭解該分行在環境趨勢下所面臨的機會(Opportunities)與威脅(Threats)，其次，再針對該分行與當地其他銀行業者相互比較，以獲得個案分行的優勢(Strengths)及劣勢(Weaknesses)，之後再根據SWOT矩陣四象限內容以及該分行所鎖定之目標客戶，擬定出六項策略，分別為「發揮既有組織之優勢，厚植轉投資事業與產品經營綜效」、「針對市場與景氣之變動與契機，擴大核心業務營運規模」、「強健資本資產品質，落實風險預警及增加資本運用效率」、「強化通路策略效益性，深耕臺灣，跨足經營大中華市場」、「勵行用心盡在其中，展現服務優勢與體現企業社會責任」及「調整並優化業務獲利結構，力求達成量穩利增成長目標」。

關鍵字

SWOT矩陣 ； PEST分析

並列摘要

In recent years, global financial markets and economy environments are changing rapidly, with the Economic Cooperation Framework Agreement ECFA signed in June 2010, all financial organizations in Taiwan are accelerating the process of globalization. This liberalism has widened domestic development of financial activities, however it also heated up the competition. For the sustainable operation, the banking practitioners must examine their own resources and develop future development goals in order to survive in the changing environment.
This research chooses Taichung Commercial Bank – ChangHua Branch as the study object. With PEST analysis, this research obtain the environment trend opportunity(O) and threaten(T). After that, this research also make a comparison specifically between the local branch and other competitors for getting strengths(S) and weaknesses (W) data. At last, this research draw out 6 primary strategies according to the SWOT matrix content and branch’s target customers. These 6 items are 1. Manipulate existing organization advantage to enforce the result of transferring investment. 2. Focus on the opportunities and changes of the market enviroments and trends, expand core business operation scale. 3. Strengthening financing structure, execute crisis prediction and increase capital operation efficiency. 4. Enforce channel strategic efficiency, invest in Taiwan and cover all over greater China area. 5. Perform service superiority and fulfill social responsibility, and 6. Trim up and optimize the business profit structure to approach target of stable profit growth.

並列關鍵字

SWOT matrix ； PEST analysis

參考文獻

Ranjit Kumar著，胡龍騰、黃瑋瑩、潘中道譯(2005)，研究方法：步驟化學習指南，台北：學富。

Aguilar (1967)。Scanning the Business Environment。

Weihrich, Hwimz(1982)。The SWOT Matrix-A Tool for Situational Analysis, Long Range Planning, Apr, Vol. 15,Iss. 2, pp.54-66 。

一、中文部份

中央銀行（2014）。金融統計月報，2-9。