商業銀行新設分行經營之藍海策略 -以上海商銀C分行為例

Abstract

台灣之銀行體系規模擴張多經由分行設立來進行推展，自政府開放民營新銀行成立後，商業銀行之分行家數已呈飽和，故近年來主管機關對於銀行新設分行執照控管甚嚴，以致現在所有銀行之總行決策單位即對新設分行之開設評估策略相當重視，評估過程也相當仔細，並且多將現有新設分行申設地點選在最具經營價值或戰略地位之區域。 因此，新分行之設立是金融體系重要經營策略之一。本研究利用國內外的相關文獻，並經由個案C分行實際研究分析，來探討C分行在新竹縣竹北市地區設立分行之經營策略，並經由個案C分行SWOT分析，以及分行自身之經營定位為基礎，擬定藍海策略，快速切入市場需要，並且避開銀行同業紅海價格惡性競爭，達到質量並重，早日達成損益兩平。 綜合本研究分析探討，其結論為其開設初期與開業滿三年後之SWOT分析，綜合專家訪談問卷調查來查證設立新分行之成功關鍵因素。

Taiwan's banking system promote their expansion through establishing branches. Since the government opened a new policy for private banks to set up several new branches, the banking market became saturated. In recent years, due to the strict control to release a new branch license of banking authorities, the bank's head office has to evaluate carefully for opening the new branches. Especially a new branch located place is what they most concern about. Therefore, the establishment of new branches is an important business strategy of the banking financial system. This study analyze through the relevant literature and practical case in C branch, and evaluate the strategy of establishing the C branch’s location in the region of Jubei City, Hsinchu County area. The C branch was analyzed by using SWOT, Blue Ocean Strategy in their branch operations point of view, quickly match with the market needs, and avoid vicious competition in the banking industry. Not only to avoid vicious price war, but also to achieve breakeven as soon as possible, and the most importance is to make profit. After comprehensive analysis of this study, we discuss the conclusions after its initial SWOT analysis in the first three years, and verify the key success factors to establish a new branch location by questionnaire interviews with experts.