金控資源整合行銷證券轉型探討－以T公司為例

NCU Institutional Repository > 管理學院 > 高階主管企管（EMBA）碩士班 > 博碩士論文 > Item 987654321/83619

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题名:	金控資源整合行銷證券轉型探討－以T公司為例
作者:	鄒盛華;Tsou, Sheng-Hua
贡献者:	高階主管企管碩士班
关键词:	證券金融;共同行銷;金融科技;Securities Finance;Cross-Selling;Fintech
日期:	2020-06-01
上传时间:	2020-09-02 16:44:42 (UTC+8)
出版者:	國立中央大學
摘要:	在各國經濟發展的過程中，證券市場是匯集國民儲蓄以及企業投資的樞紐，更是國家經濟的櫥窗，證券產業扮演著極為重要的角色。因此一個健全的證券市場可協助政府與企業在籌措資金並給予社會大眾的一個投資管道。但是隨著台灣的證券業面對產業自由化，國際化之趨勢之下，證券商面對市場的競爭與景氣的輪動帶給證券產業由80年代初期迎合股市萬點並日均量2～3千億榮景，證券商分公司據點如雨後春筍般快速擴張。但隨著2007年金融海嘯來臨成交量剎那日均量縮小至300億左右，證券產業規模小的券商紛紛求售或合併以度過寒冬。全球景氣變化與不可抗力的政治因素下證券產業為求生存在營運模式上也受了很大的影響，尤其近幾年面對數位時代對證券業造成巨大的影響，其中一個影響是證券業務的經營將逐漸減少對實體設施的依賴，轉而向虛實結合的理念邁進。資訊的便利對證券從業人員以及公司收入的影響是必然的，因此證券業該如何利用數位科技並積極因應轉型，勢必成為證券業必須面對的課題，也是啟發這次研究的動機。在數位金融科技下，證券商必須整合集團企業的資源推動具成效的交叉行銷合作，尤其以具有金控資源證券商與市場同業如何做出區隔以及不一樣的經營型態，需透過何種策略活化集團資源，更透過何種型態行銷策略搭配資訊科技的能力與創新，讓證券公司更具競爭優勢，發揮最大的綜效。;Along with the process of economic development of various countries, the securities market is not only a hub for national savings and corporate investment but also the window of the national economy. The securities industry plays a crucial role. However, with the trend of Taiwan′s securities industry facing both the industrial liberalisation and internationalization, the securities dealers faced the competition of the market and the economy booming. Bring the securities industry with the stock market reached 10,000 points, and a daily average of 200 to 300 billion NTD in the early 1980s, the branches of securities firms have expanded rapidly. One of the impacts is that the operation of the securities business gradually reduced its dependence on physical facilities and move towards the concept of Click-and-Mortar. Therefore, how the securities industry should use digital technology and actively respond to the transformation is inevitably become an issue that the securities industry must tackle and deal with it. This is also the inspired motivation of this study. How gold-controlled resources securities dealers and the market industry to make a division and different business patterns, through what strategy to activate the group resources, but also through what type of marketing strategy with the capabilities and innovation of information technology, so that securities companies have a more competitive advantage, play the greatest overall effect.
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