以價值網觀點探討公股銀行之競爭力-以土地銀行為例

Perspectives in Value Net Owned Banks Competitiveness－Land bank,for example

李叔鳳(LEE SHU FENG)

指導教授 ： 許嘉文

國立中正大學/管理學院/企業管理學系/碩士(2013年)

摘要

自80年代政府開放民間企業參與銀行業經營，新銀行百家爭鳴，用不同以往官股銀行的服務思維和態度，帶動整個銀行業的蓬勃發展，影響台灣金融環境甚鉅，原本公股銀行老大心態，再面臨新銀行積極熱誠的服務和不斷推出的金融商品，顧客有了多樣選擇，競爭優勢漸漸流失。
本論文所研究的個案銀行為官股色彩濃厚，在台灣金融史上扮演舉足輕重腳色的台灣土地銀行，由於為官股銀行並經常背負政策性任務，經營的自主性易受主管機關及民意機關的影響，且由於行員屬於國營事業的員工，身分地位有一定的保障，其心態也使其服務品質及競爭優勢上略遜於文中比較的兆豐銀行、中國信託、花旗(台灣)銀行。
面對競爭激烈的金融市場，土地銀行必須清楚瞭解到本身在產業中的定位，賦於本身新的價值才能在競爭的環境中開拓新的利潤版圖，本研究嘗試運用Brandenburger&Nalebuff於1996年提出的價值網理論對於替代者與互補者定義，從五力分析中企業的觀點轉化為已顧客的觀點作價值的認定，從價值網架構勾勒出土地銀行所處的環境，以及環環相扣的策略夥伴，研究探討出土地銀行的可能的競爭策略並擬定相關的因應作為。本研究結論對土地銀行的建議如下:
1.就價值網分析之顧客構面-提升顧客服務品質為提升競爭力之關鍵因素
2.就價值網分析之供應商構面-擴大市場規模為提升競爭力之關鍵因素
3.就價值網分析之競爭者構面-組織改造為提升競爭力之關鍵因素
4.就價值網分析之互補者構面-金融服務數位化為提升競爭力之關鍵因素

關鍵詞： 競爭優勢、價值網、官股銀行、品牌形象

關鍵字

品牌形象 ； 官股銀行 ； 價值網 ； 競爭優勢

並列摘要

Since the 1980s the Government to open private enterprises to participate in the banking business, the new bank contending with different services and government banks in the past mentality and attitude of the entire banking sector to flourish, affect Taiwan's financial environment is very huge, originally owned banks boss mentality, and then facing new banks have actively dedicated service and has introduced financial products, customers have diverse selection, competitive advantage gradually lost.
Case studies in this thesis a strong color bank official stocks in Taiwan play an important financial history foot-colored Land Bank of Taiwan, as an official policy of bank shares and often saddled tasks, operational autonomy vulnerable to the competent authority and the public authorities impact, and because a state-owned enterprise employees for employees affected by job security of tenure status, quality of service and competitive advantage in slightly lower than the text compared Mega International Commercial Bank, China Trust, Citigroup (Taiwan) bank.
Contestants face intense financial markets, land banks must clearly understand their position in the industry, the new value in itself confers a competitive environment in order to develop new profit territory, this study attempts to use Brandenburger & Nalebuff proposed in 1996 value Net Theory for alternative and complementary to define, from five forces analysis in view of the enterprise into the customer's point of view has been recognized as a value, the value of network architecture sketched out from the Land Bank of the environment, as well as a chain of strategies partners, the Land Bank of the study was to investigate the possibility of competitive strategy and to develop coping as relevant. The conclusion of the study of the land bank's recommendations are:
1.Value network analysis on customer perspective - improve customer service quality as a key factor to improve competitiveness.
2.Value of network analysis vendor facets - to expand the market size of the key factors to enhance competitiveness.
3.Value Network Analysis of competitors on dimensions - organizational restructuring to enhance the competitiveness of the key factors.
4.Value of network analysis by complementary facets - Financial Services Digital as a key factor to improve competitiveness.

Keywords：Competitive Advantage, Value Network, Government Banks, Brand Image, Corporate Social Responsibility

並列關鍵字

Government Banks ； Value Network ； Competitive Advantage ； Brand Image.

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