穩健成長的臺灣商業銀行經營發展策略研究 – 以玉山商業銀行為例

Abstract

近年來臺灣銀行產業受到外在環境的重大衝擊，包含數位化浪潮、全球新冠疫情、區域經濟角力、以及全球氣候變遷等因素影響，本國銀行業者在經營策略勢必需要修正調整，甚至做出重大的組織轉型，方可滿足顧客需求、回應社會期望，維持銀行長期的競爭能力。因此本研究以個案研究法的方式，對臺灣商業銀行產業進行研究，並選定玉山商業銀行作為研究對象，主因在於玉山銀行近年在數位金融的業務發展良好，同時也積極投入ESG永續經營並取得亮眼成績，可作為其他企業參考之範例。 在研究架構上，本研究先從整體銀行產業出發，透過五力分析研究商業銀行主要業務的產業架構以及產業關鍵要素，並分析玉山各業務主要競爭者的經營策略，理解玉山所面臨的競爭環境。再來，透過策略活動系統圖分析玉山的經營活動與核心能力，並觀察其競爭優勢是否可呼應產業的關鍵指標；另外，透過BCG矩陣研究玉山旗下事業組合的市場表現與事業定位，並探討玉山銀行的成長策略，再來藉由基本競爭策略分析玉山各事業的競爭策略與作法，最後給予研究結論以及經營建議。 依據本研究之結論，玉山透過近年積極培養的數位能力，以及ESG永續發展的領域知識，優化業務流程並創造差異化服務，滿足現今銀行產業的顧客需求、社會期望。此外，玉山也強調以顧客為中心的經營策略，積極創造溫暖、獨特的顧客服務體驗，培養用戶對企業的滿意度、忠誠度，進而讓玉山得以在變動快速、產品同質性高的銀行產業，實現穩健成長。

The banking industry in Taiwan has been greatly impacted by external environment in recent years, including digitalization, coronavirus pandemic, regional conflict and climate change are reshaping the banking industry. In order to overcome those challenges and response to customer needs in this era, local banks need to adjust their business strategies, even need to prepare for transformation. As a result, this research uses case study method to analysis Taiwan banking industry, and chooses E.SUN Commercial Bank as the research subject since it can be the benchmark company in digital finance and ESG for other banks. This research begins with commercial bank industry analysis and evaluates the industry structure and key success factors of each banking business with five force analysis. Afterward, this research conducts an in-depth study of competitors of E.SUN Bank, and also analyses E.SUN Bank’s strategy activities and core competencies using strategy activity system in order to understand if E.SUN Bank’s advantages can match with the key success factors of each business. Furthermore, this research leverages BCG matrix to analysis market performance of each business of E.SUN Bank and identify the role of each business in the company. Lastly, this thesis carries out the research of the growth strategies of E.SUN Bank and analyses the competitive strategies of each business, and also provides suggestions for its future development. According to the results of this research, with its solid capacities in digitalization and ESG, E.SUN Bank not only improves its operation efficiency and also creates distinctive products and services for its customers. Moreover, E.SUN Bank places emphasis on customer experience, and improve customers’ loyalty and satisfaction with its favorable service. Eventually, E.SUN Bank is able to achieve steady growth and adopts the fast pace of banking industry.