Abstract The broadcast industry is the non-profit organization, with disseminates the news, provides the entertainment, may change audience's manner and the behavior, widespread also is profound to society's influence, therefore, broadcasts the organization to have specially to emphasize the specialty, regarding each kind of specialized talented person's demand is earnest. How however has the series to gather broadcasts the organization complex specialized talented people, and obeys leader's command, unitedly aims at a common goal struggle, broadcasts the leader to have to be skilled in the leadership series imperial method and the skill. Moreover, because the broadcast frequency channel is open, each kind of broadcasting station sets up one after another, forms hundred school of thought contends the situation, the broadcast industry must survive in the competition management environment, and has the competitive advantage, the leader must grasp the current situation pulsation, effectively carries on the organization to transform. Broadcasts the leader to be supposed to relate from the crowd embarks, understanded the solution organization team characteristic, nimbly utilizes theleadership management the technology and the main point, can displaythe team strength, strengthens the staff achievements, achieves continues forever the development goal, then has the frontageinfluence to the national society. Although the broadcast industry is suitable the crowd relations which organizes to the enterprise, but broadcasts the training and the common business management which the leader receives alien, they also must consider the broadcast industry because the dissemination science and technology unceasingly progresses, brings each kind of impact and faces each challenge. Therefore, this research specially by the home well-known five broadcasting station's manager, the department manager and the basic unit staff, the altogether twenty artificial research objects, and with the depth document interview method, carries on time the transformation from the broadcast organization, discusses the leader special characteristic and the team interaction and the team and the member achievements connection and so on the subject, even influence which develops to the whole organization, hoped takes advantage of this describes the broadcast industry management and the management strategy and the blueprint, provides individual or the social reform, and is ambitious the investment broadcast enterprise development direction. But this research discovery, broadcasts the leader to be allowed because the person, because of events, to adopt the different condition leadership way as circumstances permit, but like can unfold the transformation leadership the special characteristic, regardless of to the team strength display also or the team and the staff achievements, all has reveals the influence effect. Essential character:¡GThe organization transforms, The leadership, The team, The achievements, Depth interview.

近年來在金融整合的趨勢下，國內外金融業透過購併整合成為大型的金控集團，使得金融產業結構大為改變。在整合的架構下發展出新的金融商品及市場。由於金控公司將銀行與證券商、保險業結盟合併，金控子公司可以進行交叉銷售(cross selling)，使金融商品多元化，提供給客戶包含保險、股票、信用卡、基金、債券等金融商品，這些多元化的金融商品與服務，金控公司亦可藉著交叉銷售擴大市場占有率及降低經營成本，進而強化整體獲利。 本研究以國泰金控和富邦金控的壽險子公司轉型為研究案例，進行個案分析探討，以了解個案公司組織轉型的原因、組織調整方式及轉型後的成效。本研究利用近十年的統計資料進行分析，研究產業的變化及觀察個案公司的市佔率及業務狀況。研究結果發現:1.壽險公司轉型成為提供多元服務的金融控股公司2.壽險業業務人員轉型成為全方位理財服務人員3.金融業相互整合，行銷通路多元化4.科技及產業變化創造出新通路新市場5.企業成長往多角化發展並兼顧核心競爭能力