台灣於民國90年7月間通過「金融控股公司法」，有鑑於此，已有多家商業銀行申請轉型成立金融控股公司，在金融控股經營模式下，運用共同行銷方式跨業銷售保險商品，以滿足顧客一次購足（one stop shopping）之金融保險需求，惟銀行、保險之產業環境、企業文化、薪資結構、及對企業忠誠度差異頗大，因此，本研究旨在探討以金融控股公司運用行銷的交互關係所產生的綜效synergy）效果，冀望能提供業者在競爭激烈的金融環境中取得競爭優勢。
本研究係依MICHAELE. PORTER 於「競爭優勢」一書中所提之「價值鏈」模型，藉由經營單位間之交互關係，可減低差異化成本，或彌補較高的差異化成本。金控公司價值鏈之關鍵活動主要體現在基本設施、技術和行銷三個層面，而透過其價值鏈關鍵活動發掘金控公司的競爭優勢集中于差異化、成本降低和目標集聚。對新光金控公司的問卷調查也集中于基本設施、技術和行銷三個層面。結合問卷調查結果及相關理論，本研究還得出個案公司之競爭優勢主要體現于金融產品創新、業務綜效充分發揮、經營成本降低和經營風險有效控制四個層面。
個案公司競爭優勢之關鍵決定因素主要來源於經營理念與經營策略的轉變、傳統組織結構和流程的變革、適應新產業的高級人才、對資源進行整合的軟件平臺和良好的經營風險管控能力。
本研究針對研究結果，業者欲達成金控公司業務之綜效，必須衡酌外在環境與本身的核心競爭能力，並據以擬定業務整合、資訊整合及市場區隔的策略，以形成競爭對手短期內無法達成的競爭優勢。 / Our country passed “Law of Financial Holding Company” in July, 2001. Therefore, several commercial banks have applied for changing and establishing the financial holding companies. Under the business model of financial holding companies, cross-selling is adopted to meet customers’ demand of one stop shopping in financial insurance. As there are the great differences between banking and insurance in business environment, business cultures, salary structure and employee loyalty, the purpose of the research is to study the synergy resulted from various marketing strategies of marketing of the financial holding companies. Moreover, it is expected to help the financial holding companies to win competitive advantages fromthe fierce financial competition.
The study is based on the model of “Value Chain” from the book of “Competitive Advantages” written by Michael E. Porter. Therefore, a questionnaire is designed in accordance with the infrastructure, technology and marketing. The interviewers are the holding company. The contents of the interview include: (1) possible sharing resources in infrastructure (2) possible sharing resources in technology (3) possible sharing resources in marketing and (4) business synergy of Bancassurance.
The report suggests that to win synergy in bacassurance financial holding companies should first examine the external environment and its own core competency and then to form strategies of business integration, information integration and market segmentation.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096932207 |
| Creators | 高宇宏 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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