金融業品牌權益與服務品質模式之研究 —以元大期貨為例

Abstract

台灣期權交易量連年增長，2018年突破3.08億口，元大期貨身為市場龍頭、強勢品牌地位，如何維持品牌優勢，確保每年帶給股東好的ROE。品牌的經營模式貫穿許多品牌權益與服務品質模式的經營策略。建立高品牌權益(Brand Equity)，以學習啟發如何達成「業績/品牌」雙重成長，也學習市場領導品牌獲利之新價值與同業擴大競爭優勢(Competitive Advantage)。 本論文以個案方式研究元大期貨在推展其領先市場地位、打造強勢品牌過程，探討其策略如何形成及導入相關理論基礎，最後歸納出元大期貨創造領先市場同業之關鍵因素，研究該品牌競爭優勢的架構圖。本研究歸納之元大期貨品牌經營發展流程，期可提供金融產業未來建立強勢品牌的跨境營運經驗、數位金融商品創新策略、經紀業務O2O發展模式，滿足客戶、投資人、股東提供核心價值，乃致全球性品牌成功發展的策略參考。

Trading volume of TAIFEX futures and options has increased year after year, exceeding 308 million in 2018. Yuanta Futures is a market leader and has strong brand position. How to maintain the brand advantage and ensure great ROE performance for shareholders every year. Brand business model runs through brand equity and service quality models. Build high brand equity to learn how to achieve dual growth of “performance / brand”, and learn about the new value of market-leading brand profits and competitive advantage. This thesis is based the case of Yuanta Futures in promoting its leading market position and building a strong brand in a case-by-case manner. It explores how its strategy and introduces relevant theoretical foundations. Finally, it summarizes the key factors of Yuanta Futures to achieve a leading market peer, and studies the brand competition advantage architecture diagram. The research and development process of Yuanta Futures brand summarized in this study can provide cross-border operating experience for the financial industry to build strong brands in the future, innovation strategies of digital financial products, and O2O development models of brokerage business, and meet customers, investors, and shareholders’ core value. This strategic references for the successful development of global brands.