商銀分行之零售策略分析─以S商銀-S分行為例

NCUIR > School of Management at National Central University > Executive MBA > Electronic Thesis & Dissertation > Item 987654321/74390

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/74390

Title:	商銀分行之零售策略分析─以S商銀-S分行為例
Authors:	林惠卿;Lin, Hui-Ching
Contributors:	高階主管企管碩士班
Keywords:	銀行;PEST 分析;SWOT 矩陣;策略分析;Banks;PEST;SWOT
Date:	2017-05-15
Issue Date:	2017-10-27 13:51:16 (UTC+8)
Publisher:	國立中央大學
Abstract:	近十多年來，因為網路科技的迅速發展，帶動網路銀行崛起，民眾不出門就能執行便利且多元化的金融服務。電子金融服務使用量成長率，已逐步超越實體通路分行的臨櫃量，成為銀行與客戶間最快速便捷的主要的通路，影響各分行端的營運模式，逐漸式微的實體通路、多元管道暢通的顧客交易體驗，逐步引領銀行通路進行大幅轉型。國際金融經濟情勢快速變遷，本國金融機構積極投入國際化，自由化讓本國銀行經營環境出現更寬廣的發展空間，而銀行業者同時也面臨更激烈的外來者競爭。台灣銀行業在1991年開放新銀行設立後，國內銀行分行家數快速增加，競爭激烈，國內銀行據點嚴重飽和，為了永續經營，各銀行業者必須審視自身資源與優勢，擬定長遠發展的方向與設定目標，如此才能在國內外金融機構之強烈的競爭中永續發展。本研究以S商銀-S分行作為研究對象，以個案研究與深入訪談法，透過 PEST 分析瞭解該分行在現行的環境趨勢下所面臨的機會(Opportunities)與威脅(Threats)，再針對該分行與當地同類型的銀行業進行比較，收集發掘個案分行的優勢 (Strengths)及劣勢(Weaknesses)，擬定業務競爭策略，提出發展建議，期待在實體分行通路價值逐步下滑的狀況下，能有效率的提升競爭力與讓分行據點發展更扎實。;The internet technology has been developing in tremendous speed over the last decade, which lead to a rise in the electronic banking business. The electronic bank offers people convenient and comprehensive services without going out, which is changing people’s using behaviors from the entity to the electronic bank. The increase of transaction volume of the electronic banking shows that the electronic bank has been gradually beyond the entity bank and became a most convenient and main banking channel which has broken original banking transaction patterns and affected the operational model of bank branches. The rapid changes of the international financial as well as economic situation and the internationalization of the domestic banking institutions caused the liberalization of banking environment which creates a broader space in terms of the business development for the domestic bank but also brings more intense competition from the foreign competitors. In Taiwan, the number of domestic bank branches has been increasing rapidly and the competition becoming severe after releasing license for the new bank set-up since 1991, which resulted in heavily saturated situation of the domestic bank. In order to achieve sustainable operation in this severe competitive environment, the domestic bank must review their own resources and advantages then set a business goal and work out long-term strategy for the business development. The S bank branch of S Commercial Bank was selected as a target for the study. The case study and the in-depth interview were conducted through PEST to analyze opportunities and threats which faced by the target under the current business environment. The analytical data was used to compare with similar bank branches over the region to find out the strengths and weaknesses of the target. Afterward, the strategical business direction was defined and the strategical action plans were developed accordingly by literature review and discussion. The value and position of the entity bank branch is getting less and weaker due to rise of the electronic bank. It is expected that this research can indicate how to improve the competitiveness of the entity bank branch and help the entity bank branch become more valuable in terms of profit contribution.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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