日新又新的台灣商業銀行經營發展策略研究──以國泰世華銀行為例

Abstract

商業銀行與大眾的生活息息相關，舉凡從自動櫃員機提款、透過手機App匯款給朋友、到銀行兌換外幣、在商店消費時刷卡付帳等。除了上述日常生活的面向之外，銀行財富管理能規劃客戶一生的資產、貸款業務則使客戶能夠獲得買房、買車等之流動性，對於人生的美滿亦創造價值。從企業的角度來看，有了銀行的企業金融服務，法人方可流暢近行國際貿易，或者擴大經營規模，而轉換成我國的經濟成長。由此可見銀行之重要性。 因此，本研究希望以個案分析之方式切入商業銀行之研究，研究之標的為國內領先銀行之一的國泰世華銀行，因其於最貼近大眾生活的消費金融領域有極出色的表現。本研究之架構先從銀行產業出發，透過五力分析評估商業銀行旗下各事業之競爭狀況與產業關鍵指標。而後則分析國泰世華銀行之資源與能力何在，其關鍵競爭優勢為何，以及其競爭優勢是否能夠因應產業關鍵指標。另外亦透過BCG矩陣分析國泰世華銀行之事業組合與各事業定位，以及探討國泰世華銀行之成長策略與各事業經營策略，最後則給予其策略建議。 根據本研究之分析結果，國泰世華銀行之主要競爭優勢在於其擁有大量且多元的線上與線下通路、具備業務能力與專業能力的人才，以及能夠妥善運用國泰金控、霖園集團的豐富資源，以推出獨特的商品或服務，並創造他銀行無法複製之優勢。然而，由於國內大型銀行競爭激烈，國泰世華銀行於貸款與企業金融領域較為遜色，財富管理則也與中國信託銀行有一段距離，故建議透過其出色的數位領域能力與集團優勢，在點數經濟、智能理財、企業金融數位化與區塊鏈平台方面多加發揮。

Commercial banks are crucial to people's daily life. For example, when you withdraw cash from an ATM, transfer money via a Bank application, exchange foreign currencies, or just use your credit card to buy something, you're using bank services. Apart from the common usage mentioned above, the financial management service offered by banks can plan one's lifetime asset distribution, and mortgage service provides clients with the liquidity they need so as to buy houses or cars. Banks sure do a lot of good to our lives. From an enterprise's perspective, the corporate banking service allows it to do international business smoothly, or expand its scale from corporate loans. It is no exaggeration to say commercial banks boost national economic growth. As a result, this thesis leverages the case analysis method to explore the operation and development of the commercial bank industry. This thesis uses Cathay United Bank, one of the leading banks that is outstanding in consumer banking business, as its example. The research begins with commercial bank industry analysis and evaluates the competition state and key success indicators of each banking businesses using five force analysis. Afterwards, the research digs into the analysis of Cathay United Bank's resources, capabilities, and competitive advantages. It also tests if the advantages match the key success indicators of each businesses. Moreover, this thesis also analyzes the roles of each businesses in the company, and their positions in the market via the BCG Matrix. Lastly, the research discusses the growth strategies and operation strategies of Cathay United Bank, and provides suggestions for its future development. According to the results of this thesis, Cathay United Bank has three main competitive advantages, which are the number and the variety of its online and offline channels, employees that boast their professional skills, and the capability to make best use of resources from Cathay Financial Holdings and LinYuan Group to provide unique products or services. However, due to the severe competition of huge banks in Taiwan, the research suggests that Cathay United Bank leverage its group resources and its capability to develop digital services to enhance their reward points system, Robo-advisor and corporate banking platforms.