本研究使用資料包絡分析法進行我國銀行業生產效率分析，並以彰化銀行作為個案對象，研究彰化銀行在不同經營者下的生產效率，以2001年至2016年我國30家銀行為樣本銀行，探究各年度彰化銀行相對全體銀行之生產效率與Malmquist生產力指數，結果顯示彰銀自行經營期間（2001年至2005年），其生產效率與生產力指數變動大，生產效率變動在三商銀中為唯一衰退；台新金經營彰銀期間（2006年至2014年），彰銀生產效率曾連續五年為三商銀中最佳，直至後半期第一銀行生產效率超越彰銀成為三商銀中第一，因此生產力指數一銀略高於彰銀，唯生產效率進步程度由彰銀在三商銀中進步最多；而彰銀再度自行經營期間（2015年與2016年），彰銀連續兩年達生產效率，顯示其再度自行經營之生產效率相較其他銀行良好。 / This study investigates the productive efficiency of banks in Taiwan by using the Data Envelopment Analysis (DEA). This thesis also presents a case study about the transfered right of management of Chang-Hua Bank, to see the difference of productive efficiency between different managers. The study chooses 30 banks of Taiwan from 2001 to 2016 as the sample data, and studies the productive efficiency and Malmquist index of Chang-Hua Bank each year. The study shows the results as follows: 1. The government managed the Chang-Hua bank (2001~2005): It appears a great fluctuation of the productive efficiency and the Malmquist Index of Chang-Hua Bank. Among the Chang-Hua Bank, the First Bank and the Hua-Nan Bank, the Chang-Hua Bank presents the lowest average efficient change. 2. Taishin financial holding company managed the Chang-Hua bank (2006~2014): Comparing to the First Bank and the Hua-Nan Bank, Chang-Hua bank had been the most productive and efficient bank for five years. 3. The government managed the Chang-Hua bank (2015~2016): Chang-Hua Bank has reached the productive efficieny for the recent two years.

京都大学 / 新制・課程博士 / 博士(経営科学) / 甲第23561号 / 経営博第18号 / 新制||経営||3(附属図書館) / 京都大学大学院経営管理教育部経営科学専攻 / (主査)教授 山田 忠史, 教授 戸田 圭一, 准教授 大庭 哲治 / 学位規則第4条第1項該当 / Doctor of Philosophy in Management Science / Kyoto University / DFAM

本研究透過分析比較台灣與美國重要報紙媒體上的北京奧運相關報導，檢視中國主辦2008年北京奧運會，所投射出來的媒體國家形象(projected national image)，進而探討舉辦全球性媒體活動(global media events)做為國家形象管理策略一環的應用性。本研究挑選台灣的《聯合報》、《自由時報》，與美國的《紐約時報》、《華盛頓郵報》為兩地重要媒體的代表，並經過搜尋篩選程序之後，共得到375則新聞報導。再以內容分析法與框架清單(the list of the frame)分析法，對構成媒體國家形象的各個變項進行相關統計分析。 本研究主要得到三點發現。首先，就台灣與美國報紙整體而言，中國國家形象偏向負面，且報導方向與新聞框架、報導型式之間皆存有顯著關係，而該負面形象的來源，未必是直接與奧運會相關的新聞主題。其次，若將美國報紙與台灣報紙進行比較，則發現兩地的中國國家形象均呈現負面，而台灣報紙的整體報導量以及負面新聞主題較多。另外，本研究發現，同一個國家內的不同媒體之間，也有顯著的差異，《華盛頓郵報》與《自由時報》的負面報導多過中立報導，而《紐約時報》及《聯合報》則仍然以中立報導最多，且《自由時報》的新聞框架運用偏重在政治的角度，而《聯合報》則較多元。 最後，本研究認為北京奧運成功帶來了許多相關的正面主題與正面框架報導，與奧運活動本身較不相關的負面主題，則顯示良好的國家形象需要長期多方面的努力建構。 / To host global media events is one of the important kinds of strategies for the national image management. This study focuses on news coverage of 2008 Beijing-Olympic from the New York Times, Washington Post in the US, and the United Daily, Liberty Times in Taiwan to examine China's projected national image. The content analysis, and the list of the frame analysis were carried out to analyze several variables forming the projected national image in the 375 news items. Through statistic analysis, this study found three main points. First, for four newspapers, China's projected national image was negative. The valence was related to news frames and news style evidently, and also a few indirect news topics were the source of the negative image as well. Secondly, in comparison of newspapers in the US and in Taiwan, both images of china were negative. The total number of stories and negative news topics in Taiwan's newspapers were more than in the US counterpart. Thirdly, in terms of valence, Washington Post and Liberty Times had more negative news than neutral ones, but the neutral news were still the most in the New York Times and United Daily. The Liberty Times reporting had much more political frames, but the United Daily reporting emphasized on several kinds of news frames. Finally, this study found 2008 Beijing-Olympic event brought mass positive news topics and news frames in the news items. The negative news topics showed that building good national image takes much more time and efforts to achieve.

當資料屬於類別型的長期追蹤資料（Longitudinal categorical data）時，除了可以透過廣義估計方程式（General estimate equation, GEE）來求解模型參數估計值外，潛在移轉分析（Latent transition analysis, LTA）法也是一種可行的資料分析方法。若資料的期數不多，也可以選擇將資料適度分群後使用羅吉斯迴歸分析（Logistic regression）法。當探討的反應變數為二元（Binary）型態，且觀察對象於每一期提供多個測量變數值的情況之下，廣義估計方程式與羅吉斯迴歸分析法的使用，文獻上常見先將所有的測量變數值加總後，以「中位數」作為分類的切割點。不同於以上兩種方法，潛在移轉分析法則是直接使用原始資料來取得觀察對象的潛在狀態相關訊息，因此與前二者的作法不同，可能導致後續的各項分析結果有所差異存在。 為了能夠了解造成中位數分類法與移轉分析法差異的可能因素，我們架構在潛在移轉分析法的模型下，以不同的參數設定來進行電腦模擬，比較各參數條件下的兩分類方法差異。結果發現各潛在狀態下的測量變數反應機率形式、第一期潛在狀態的組成比例等皆會對兩分類方法是否具有相同分類有所影響。另外，透過分析「青少年媒體使用與健康生活調查」的實際資料得知，潛在移轉分析會將大部分的觀察對象歸屬於「網路成癮」，而中位數分類法則是將大部分的觀察對象歸屬於「無網路成癮」。此外，可以注意到「沮喪」、「線上情色每星期平均使用天數」、及「父母相處狀況」這幾個控制變數與各分組結果的關聯性，於上述三種資料分析方法中有所不同。 / Several methods can be used to analyze longitudinal categorical data, as among them Latent Transition Analysis (LTA), and Generalized Linear Models estimated by Generalized Estimating Equations (GEE) probably the most popular. In addition, if the number of periods is two, then with certain grouping of data, the Logistic Regression can also be applied to perform the analyses. When there are more than one manifest response variable for each study subject, LTA is able to classify the subjects in terms of the original manifest response variables and proceeds with necessary analyses. On the other hand, GEE method and Logistic Regression lack the flexibility, and require certain transformation to transform the manifest response variables into a categorical response variable first. One common way to form a binary response is to sum all manifest variables, and then taking median as a cut-point. In this study, we explore the differences of the classification resulted from LTA directly and using median as a cut-point through simulations. An empirical study is also provided to illustrate the classification differences, and the differences on the subsequent analyses using LTA, GEE method, and Logistic Regression approach.

房地產業的活動被一般人認為是「火車頭產業」，探究這種未經學術嚴謹定義的說法，涵意概有兩層：其一是認為房地產業有極大的「向後關聯」效果，將可帶動相關總體經濟產業的發展。另一層涵意是指房地產業既然有帶動總體經濟繁榮成長的功能，也就意味著房地產業活動所構成的房地產景氣具有領先總體經濟景氣的特質，而為一般景氣昇沉的預期訊號。惟這種說法似乎與現實情況不合：現總體經濟景氣已有復甦跡象，但房地產業卻相對的毫無起色，因此本研究從「房地產業對總體經濟活動之影響分析」、「房地產景氣與總體經濟景氣在時間上領先、同時、落後關係之探討」兩部份，分別以較嚴謹的「產業關聯分析法」與「景氣綜合指標分析法」，來探討該說法的正確性及政策等含意，獲得「尚無充份的證據支持房地產業是火車頭產業」的結論。 　　有關政策涵義方面：房地產業的向後關聯效果不強，意味著政府如意圖以房地產業為振興經濟的逆循環政策應改變至回歸市場機制的調控，而不應有太多的政策介入。政府不必因總體經濟的不景氣而企圖刺激房地產景氣；亦無須強調總體景氣過熱而打壓房地產景氣。至於「房地產景氣與總體經濟景氣在時間上領先、同時、落後關係」部份，不論房地產綜合、各層面、基準循環指標之景氣與總體經濟綜合、構成房地產綜合景氣重要指標時間上關係比較中，我們有足夠的證據認為「房地產景氣落後總體經濟景氣」。在預測上的涵意是若干重要總體經濟指標可以用來預測房地產景氣未來的走勢。 / The fluctuation in the real estate market is of long-standing, and has evoked much discussion, particularly how the real estate activities and cycles are related to macroeconomics has been an important issue drawing tremendous attention in Taiwan. This research contains two parts : in the first part, we have applied the method of lnput-Output(I/O) analysis to identic the backward linkage of the real estate sector. In the second part, we try to use the method of composite indexes of business cycle for real estate cycle indicators, including individual activities, four different stages of real estate life cycle -- investment, construction, transaction, and utilization, to clarify the " timing " relationship between business cycle and real estate cycle. 　　Based on the economic analysis, the results of this research are following : 　　1. We have not found strong evidence supporting the important backward linkage of the real estate sector. It means, in the view of using real estate activities for pushing macroeconomics, the government should not intervene the activities of real estate industry to market mechanism due to the effect of real estate activities contribute little feedback to macroeconomics. 　　2. Our investigation reveals the macro-variables, such as GDP, M2, the index of stock market, CPI, composite index etc. , tend to be leading indicators of real estate activities over twelve months approximately. This means, in the view of forecasting, we can use certain macro-variables to forecast the trend of real estate cycle in the fliture.

地方稅捐稽徵機關績效之良窳攸關地方政府庫收，更直接影響地方經濟成長、資源配置效率與所得分配之公平；本文試圖採用能排除外在因素與隨機干擾之三階段產出導向資料包絡分析法（以下簡稱DEA），針對23個地方稅捐稽徵機關2004年迄2008年資料進行管理效率評估，再以隨機邊界分析法（以下簡稱SFA）分離外生因素及隨機干擾以調整各機關產出至相同基準後，再評估排除外在與隨機干擾因素的管理效率。 未考慮外生因素與隨機干擾的DEA效率評估結果顯示，有高達88.7%及82.6%的地方稅捐稽徵機關分別於技術效率及純技術效率上尚有改善空間。第二階段SFA估計結果顯示，土地移轉現值、機關內大專畢業以上員額之比例及員額平均年齡對管理效率皆有正向影響；而總統大選期間及有高鐵停靠站之縣市除對部分產出無顯著影響外，對管理效率之提升亦具優勢；然而，服務轄區土地面積與實徵淨額之效率呈負相關，卻與違章漏稅裁罰效率呈正相關；地方首長選舉期間除為避免清理欠稅招致民怨而降低技術效率外，對其他管理效率則皆呈正相關；又都市計畫面積占稽徵區域比例與地方稅實徵淨額之管理效率呈正相關，卻與欠稅清理效率呈負相關。調整後之DEA結果顯示各項效率值與調整前比較皆存在顯著差異，顯示排除外生因素與隨機干擾影響以避免效率值被錯估確有其必要性；但仍有高達93.05%及68.7%之地方稅捐稽徵機關分別於技術效率及純技術效率上存有改善空間；又多數稽徵機關處於規模報酬遞增階段，即產能過剩而造成資源浪費。另與財政部稽徵業務考核成績比較分析，在規模效率平均值排名方面，除臺南市外，甲組機關排名普遍優於乙組機關；但純技術平均效率值之排名卻有一半以上之甲組機關表現反而不如部分乙組受評單位；顯示甲、乙組之分類歷經多年仍沿襲舊有分組將使各機關未能於適合之群組中受考而錯估其績效。 基於上述實證研究結果，本文提出下列政策性建議： 一、建議逐期分階段調整人力及預算至最適規模，以善加運用資源降低產能過剩情形。 二、建議各機關應引用環保之共乘概念，加強政府機關間橫向溝通、聯繫與合作。 三、若情況允許，建議可不區分甲乙組針對全體地方稅捐稽徵機關進行考核。若人力、時間或其他情況不允許，建議研擬具體方案隨各機關規模改變而有重新分級之機制。 四、建議甲組機關亦可選擇純技術效率較佳之乙組機關作為觀摩學習之對象。 五、建議財政當局可考慮將外在因素之影響納入評核，以提升考核之信度與效度。 最後，臺灣自2010年底起將有部分縣市改制為直轄市，考核編組方式勢將有所變革，有待後續研究者追蹤探討；而改制後所引起之資源重分配亦可作為未來之研究議題。 / The Performance of Local Tax Bureaus is relevant to the revenue of Public Treasury, and even has direct impacts on local economic growth, efficiency of resource allocation and equity of income distribution. This paper attempts to use three-stage out-oriented DEA which can rule out the external factors and the statistical noises to evaluate the efficiency of 23 Local Tax Bureaus in Taiwan during the period of 2004 to 2008. After measuring slack variables of each Bureau in the first stage, the Stochastic Frontier Analysis (SFA) model is used to separate the external factors from the statistical noises, and then adjust the output of each Bureau to the same benchmark. Finally, DEA is again used to evaluate the efficiency of 23 Local Tax Bureaus. The DEA efficiency evaluation results in the first stage show that up to 88.7% and 82.6% of the Local Tax Bureaus still have an ample room to improve their technical and pure technical efficiency. In the second stage, the SFA model estimates show that “the present value of land transfer”, “the proportion of post-graduates in the Bureaus” and “the average age of the staff” have positive effects on the efficiency. “The period of Presidential Election” and “the cities or counties that Taiwan High Speed Rail have set station up” have insignificant impact on part of the outputs, but still have the advantages to enhance the efficiency. However, “the expanse of land in service area” has a negative correlation with the efficiency of net taxation, but is positively related to the efficiency with the fine of illegal tax evasion. “The election period of Local County Executive” has a positive correlation with the efficiency except that tax arrears liquidation might reduce technical efficiency. “The ratio of urban-planed area to the tax levy regional” and the efficiency of net taxation are positively correlated, but negatively related to the efficiency of tax arrears liquidation. After excluding external factors and the statistical noises, the third-stage DEA evaluation results are significantly different from those in the first stage, indicating that it is necessary to exclude impacts of external factors and statistical noises in order to avoid the misjudged value of efficiency. There are still as high as 93.05 % and 68.7% of the Local Tax Bureaus have an ample space for improvement respectively on technical efficiency and pure technical efficiency. Most of the Tax Bureaus are at the increasing return of scale stage, implying that the surplus of capacity cause the waste of resources. Finally, compared with the performance evaluation held by Ministry of Finance, the empirical results in this study show that although the classification of Local Tax Bureaus has been adopt for many years, Bureaus’ performance evaluation results might be misjudged in the unsuitable group. Based on the above empirical results, this research attempts to propose the following policy suggestions: 1. It is recommended to adjust the phase of manpower and budget to the optimum scale for the best using of resources and to reduce inefficiency of excess capacity. 2. Enhancing horizontal communication among government agencies may improve the efficiency of Local Tax Bureaus. 3. If possible, it is recommended to evaluate Local Tax Bureaus without classification. If not, a mechanism of re-rating according to the scale change of Local Tax Bureaus may be needed. 4. It is proposed that Local Tax Bureaus of Group A can take lesson from those of Group B with better pure technical efficiency to learn from. 5. It is suggested that government authorities have to exclude the effect of external factors to improve the reliability and validity of performance evaluation. At the end of year 2010, several counties will be restructured in municipalities. The classification of Local Tax Bureaus for performance assessment must be changed. The reallocation of resources caused by restructuring may be used in future studies.

汽車產業早期在台灣一直都屬於重點產業，早從1950年代以前，台灣政府便開始發展汽車產業(陳釧瑤，1997)，然而若按照原定計畫，台灣汽車產業早該在1985年以後就邁入國際化以及自有品牌，不過現今大多數的台灣汽車廠商仍處於通路代理商和零組件代工製造階段，為了避免淘汰，本研究認為台灣汽車廠商應著手發展自有品牌，不過因為台灣廠商大多欠缺品牌知名度，謂此本研究認為台灣廠商可採行品牌聯盟策略。然而考量到市場未來趨勢與消費者需求的多元化，本次研究將以強調運動、休閒的SUV休旅車作為本次研究主要探討的車種，並希望能藉由品牌聯盟讓台灣汽車廠商得以自創品牌。 本次研究貢獻在學術方面有三，其一是產品屬性與產品屬性水準之詮釋、二是研究品牌聯盟議題時，需建立在品牌是否能替代某產品屬性的議題上，三是消費者在從事消費行為時確實會產生退縮或是漸進策略。在管理實務上，本研究所給予的建議有七，其一是品牌知名度高低將會影響消費者做出正確決定，其二是當消費者無法有效處理資訊時，車商品牌的重要性將會提升，其三是低辨識度品牌有動機發展成份品牌，其四是台灣汽車廠商自創品牌確實有其利基市場存在，其五是品牌自創過程中，必須不斷地做自我評估，其六是傳遞正確且為消費者所能承受並理解的正確資訊是價值創造的重要一環，其七是品牌建立本身即是策略規劃。 / Motor industry is one of the most important industry that Taiwan government energetically have developed and invested lots of resources since 1950(陳釧瑤，1997). Indeed, Taiwanese motor firms should have had their own brand and made it internationalized in 1985. However, most of Taiwanese motor firms are still on the stage of OEM or ODM. We regard this condition as a threat that will obstruct the profit growth and weaken the competitiveness of them. Therefore, we consider branding is one of the effective alternatives to strengthen the competitiveness of Taiwanese motor industry. Because of the low brand awareness of Taiwanese motor firms, brand alliance may be the best way that can help them to build their private label. Considering the trend of lifestyle in Taiwan, this literature will focus on “brand alliance of sport utility vehicle” and try to find some important attributes that will support them to select their partners and satisfy the consumer needs. As a result, this studying has three contributions to academic researcher. First, we redefine the meanings of product attribute and product attribute level that many academics confuse. Second, the consistency between the brand awareness of ingredient firms and product attribute should be considered when motor firms are finding the partners of alliance. Third, we verify either behavioral progression or behavioral depression may happen in purchase process (Alderfer, 1972). In practice, we find the fitness between product attributes and partner’s brand awareness will affect the result of brand alliance. The finding implies that ingredient firms which have great brand equity in B2B market may have low equity in B2C market. Second, the weight of car brand will be more important when asymmetric information exists. Third, the ingredient firms which have great equity in B2B market and low awareness in B2C market have the motive to cooperate with private label brand firms. Fourth, there are some niches in Taiwanese SUV market. Fifth, branding can’t success without self-audit. Sixth, delivering the appropriate and correct information to consumers is one of the most important things of value creation. Seventh, strategy is the nature of branding, so it will be very hard to brand without strategic planning.

近年來出現許多只透過網路發行，沒有傳統媒體在背後支持，也不屬於任何媒體集團的網路原生新聞網站。本研究旨在分析網路原生新聞網站在不同階段的策略形態，其策略與環境條件如何配合，以及可能會遭遇的困難。 本研究透過個案研究法來進行資料的搜集，以近年來興起的網路原生新聞網站《風傳媒》為例，透過對《風傳媒》總編輯的深度訪談來搜集資料，並且以司徒達賢教授的「策略形態分析法」與「策略矩陣分析法」，來解析《風傳媒》在不同時期的策略形態。 本研究的研究結論如下所示：（一）策略與環境、條件前提的適當配合能創造良好效益：《風傳媒》在成立初期選擇以政治新聞為主要的網站主題，配合即將到來的重大選舉，使《風傳媒》在初期便獲得可觀的流量以及粉絲數；（二）以特色新聞主題切入市場再發展多元內容：《風傳媒》在成立初期以政治新聞與調查報導先建立一定的流量與粉絲之後，再發展多元化的新聞內容，來更廣泛的閱聽眾；（三）《風傳媒》發展過程中遭遇的挑戰：1.有限的資源與人力：重要性相對較低的新聞內容，可以採取較低成本的方式產製；2.必須拿捏好與Facebook之間競爭又合作的關係：從Facebook而來的流量是網路原生新聞網站的重要流量來源，但是Facebook同時也是網路原生新聞網站最大的替代品威脅來源。（四）人力資源是網路原生新聞網站重要的資產：資深記者與編輯的專業、經驗與人脈，會對網路原生新聞網站有很大的貢獻。 / In recent years, some native online news sites, which don’t belong to traditional media or media groups, entered the market. The research focuses on the strategic posture and forms in different stages of native online news site, and how the strategy fits environmental and organizational conditions, and the challenge that native online news sites may have. The research is conducted by case study method and takes the promising native online news site, Storm Media Group as my case study. To collect the information, there was an in-depth interview with the chief editor, and the strategies of Storm Media Group in different periods were analyzed by Dr. Seetoo’s ‘’strategic posture and form analysis method’’ and ‘’strategic matrix analysis method’’. The conclusions are showing below. First, great fits between strategies, environmental and organizational conditions could benefit company very well. Storm Media took politic news and investigation reports as the feature of its site when they entered the market, and this move brought great traffic and fans to Storm Media. Second, it used featured topics to enter market and then diversify the topic of news. Third, the limitation of resources and how to handle the co-optetion with Facebook are the challenges of Storm Media. The news which is less important is produced by low-cost ways. Though Facebook is the important traffic source of native online news sites, Facebook is a great threat of replacement to the site, too. Forth, talented people are important assets to the native online news sites. Experienced journalists and editors can make great contributions to Storm Media.

智慧資本是夠幫助組織創造價值，並促進組織獲取競爭優勢的無形資產，這些資產不會出現在財務報表中，因此市場價值超出帳面價值的部分往往就是所謂的智慧資本；而區域智慧資本則是將探討的範疇從微觀之企業層級，拉高至宏觀之地區或國家層級。近年來隨著政治、經濟與社會文化的轉變，不論學者、企業家或政策制定者，他們認知到區域現象對地方及國家的成長、財富創造等扮演重要的角色，而在眾多促進區域發展的因素中，「智慧資本」成為主要的動力來源之一。雖然近二十多年來，陸續有學者提出對智慧資本的定義、分類與衡量之觀點及架構，然而，多數國內外文獻或研究單位主要探討的是微觀層級的智慧資本。 因此，本研究主要目的是以宜蘭縣為例子，採用資料盤點法，實際盤點國內各縣市三個產業發展─觀光、文創及農業之區域智慧資本量化與質化指標，以及採用資料包絡分析法與陳明哲動態競爭分析，探討各縣市區域智慧資本在個別產業底下的投入產出效率及競爭者辨識，藉此使區域智慧資本之理論能有系統地運用在實際之區域發展上。 研究結果為：第一，盤點後所採用之區域智慧資本指標有系統地被分類並彙總，有助於進行效率及競爭分析；第二，透過資料包絡分析法，得出宜蘭縣三產業的效率值及效率排名，再依據質化指標，給予適當的產業發展建議；第三，藉由陳明哲動態競爭，找出宜蘭縣各產業發展在資源相似性及市場共同性兩構面的競爭縣市，並依據質化指標，給予適當的產業發展建議。 / Intellectual capital is able to create value for organization(s) and is the intangible assets that promote organization(s) to gaining competitive advantages. These assets will not show on the financial statements; therefore, intellectual capital will a lot of times be the value difference seen between market value and book value. Regional intellectual capital on the other hand, is to raise the research scope from a microscopic enterprise level to a macroscopic regional or country level. In recent years, as changes are seen in politics, economy and society, scholars, entrepreneurs, and policy makers alike all acknowledged how regional phenomenon plays an important role in growth and wealth creation of the local and country. Among the many factors for encouraging regional development, “intellectual capital” has become the main source of motivation. In recent twenty years or so, scholars have come up with perspectives and structures of the meaning, categorizing, and measuring of intellectual capital; however, most domestic and foreign research are about microscopic levels of intellectual capital. This research collects regional intellectual capital indicators of each county/city’s three major industrial development—tourism, cultural and creative, and agriculture. Besides, the research takes Yilan County as an example and uses data developmental analysis (DEA) method and Chen’s competitive dynamics theory to analyze the efficiency and competitiveness. In the end, three conclusions are made: First, the regional intellectual capital indicators are categorized and gathered systematically, which is helpful to make the analysis. Second, the results shown from DEA express the operating efficiency situation of three industries in Yilan County. Third, through Chen’s competitive dynamic analysis, the competitive cities/counties of three industries in Yilan County can be found. And then, according to the results from DEA and Chen’s analysis, suggestions and improvements are put forward based on qualitative data.

自從2002年國泰金控合併世華銀行後，創造金控雙引擎模式，該模式無論在資金運用及獲利效率上都有可行之處，引發同業仿效。 國內泛公股金控公司中不乏擁有壽險子公司者，但因規模太小尚未構成雙引擎模式。鑒於國泰、富邦及中信等三家金控雙引擎公司發展成功經驗，使其資產規模及財務績效均名列前矛，反觀泛公股金控單引擎公司相形見拙，若再不改變策略調整結構，恐將喪失競爭優勢及生存空間。 金控雙引擎策略議題之相關資料較少，因此採用個案研究法，藉由文獻回顧探討總體策略及多角化經營相關問題，運用杜邦分析法凸顯金控單引擎與金控雙引擎差異之處，應用交易成本理論提出併購壽險公司策略方案，建議個案公司發展金控雙引擎策略。 本研究發現：個案公司集中資源聚焦本業使稅前純益率較高，但因總資產週轉率及權益乘數較低致稅前ROE不如三家比較公司；個案公司以利息淨收益為主，在低利率環境下應變能力較差，因此財富管理業務尚有補強空間；個案公司沒有壽險子公司，缺乏資產匯集能力與資金投資動能，成長速度相對遲緩；個案公司具國際競爭潛質，轉型發展金控雙引擎策略可強化競爭優勢，避免遭入主。