體制轉變下之競爭力研究—以T銀行財富管理為例

Abstract

近年來隨著台灣金融環境的自由化與國際化，政府對於相關的金融法規的管制條件陸續開放以及解除，使得金融市場的商品與投資活動更加多元化、全球化。在經濟低成長及市場低利率的情況下，銀行以往賴以生存的傳統存放款業務，獲利利潤已日益微薄，因此在銀行獲利業務來源的激烈競爭下，為了提高獲利能力，各銀行紛紛設立了財富管理部門，轉而競爭此一無風險之手續費收入業務。

本研究針對個案銀行財富管理業務競爭力進行分析，運用「五力模型」及「SWOT」分析及個案訪談法，分析個案銀行由國營銀行轉變為股份有限公司所面臨之外部環境之機會與威脅，以及企業內部環境之優勢與劣勢，並提出相關建議以供個案銀行未來改善經營策略擬定或改善之參考。

本研究發現，在「五力模型」的五個因素中，影響個案銀行競爭力最大的威脅是來自於供應商的議價能力與現有廠商的競爭狀況，而經由「SWOT」分析結果顯示:積極策略與改善策略為個案銀行當前最佳提升競爭力之經營策略。

Taiwan's monetary environment in recent years,with liberalization and internationalization, government-related monetary regulations and regulatory conditions opened up to the release, making the monetary markets,commodity and investment activities are more diversified and globalized.In the low economic growth and low market interest rates, banks in the past survival traditional business, profitability has become increasingly meager profits. In order to improve profitability, banks have set up a wealth management division in favor of competition in this no-risk fee income business. In this study, the development of the case bank wealth management business for case analysis by the bank of government banks into private banks, using the "five forces model " and " SWOT " analysis, case analysis of the external environment banks are facing opportunities and threats, as well as the advantages and disadvantages of internal environment, then the T bank can take as reference for future improvement of business strategy . The study found that the biggest threat affecting the competitiveness of the case bank of the five factors in the "five forces model" comes from the bargaining power of suppliers and the competitive situation of existing vendors,and through "SWOT" analysis showed: Aggresive Strategies and Improvement Strategies to enhance the competitiveness of the case bank is the best business strategy.