財富管理已是金融業最主要之重點發展業務,但要發展一套良好的財富管理策略絕非易事。本研究主要目的是探討個案銀行-中國信託商業銀行在財富管理市場成功之經營策略、關鍵成功因素及持續競爭優勢,同時提出結論及建議,希望能提供國內銀行業者作為經營之參考。 本研究採個案分析法,透過個案銀行中高階主管的深度訪談,同時整合文獻探討中策略相關的理論觀點,關鍵成功因素及持續競爭優勢,以了解個案銀行如何擬定其經營策略,利用其資源及優勢,來突顯其銀行本身的特色,建立其差異化的競爭地位,保持其優異的經營績效。 研究結果顯示個案銀行在(1)經營策略採相對優勢策略;(2)關鍵成功因素主要是組織資源投入程度;(3)持續競爭優勢是因具備動態能力。個案銀行以有限的資源找出和對手之間競爭條件的差異,深入瞭解產業未來發展的趨勢,組織資源的全力投入建構強大的銷售支援體系系統,而且具備動態的、彈性的、和調適的觀點、並將之深植於企業文化中,才能及早調整組織內的資源結構將衝擊轉換成動力,保持優異的經營績效。。
The wealth management has been a major business in banking, but how to develop a good strategy is not easy. In this study, we try to find out how factors, including business strategy, key success factor(KSF),and sustain ail competitive advantage(SCA), contribute to the success of the evidence bank(CTCB), and further, to offer suggestions for other financial institutions’ reference. The study apply case analysis by interviews with managers of the bank, integrating theories of related literatures, to figure out how the bank develop their strategies and how the bank distinguish itself, build the difference and keep its outstanding performance. The conclusion of this study could be summarize as follows: 1. The bank adopts relative advantage strategy-find out the difference between competitors and the bank, and realizes the trend of the industry. 2. The input involved of the organization resources is the key to be successful. 3. The flexible capability could help the business to have competitive advantage. That’s why the bank can transfer impulses into powers, and keep its outstanding performance.