個案公司自1988年創立迄今已超過22年，主要從事證券經紀、自營、承銷三大業務的證券公司。證券經紀業務由於在外部投資商品日漸多元、客戶結構改變、市場進入成熟期手續費競爭激烈，雖然個案公司歷經幾次購併，但是營收成長仍受大環境的影響，無法持續成長。此時主管機關開放證券公司從事財富管理業務，公司開始思考如何進行策略重定位，並透過一連串營運活動的轉變，從過去的證券市場切入到財富管理市場，公司主要以台股為主的營運策略，期望藉由法規的開放，轉型成為多元化的商品，除了服務客戶台股之外，也可以開始進行全方位的商品服務，從台股跨向國際市場。個案公司過去藉由購併將公司規模擴大，希望可以透過新法規的開放，開始重新調整公司整體的策略定位，並根據策略重定位調整原本以台股商品為中心的運作，以利策略的執行。總結上述一連串的轉變，背後支持個案公司得以成功轉型的關鍵在於公司動態回應市場變化的能力，進而形成維持持續成長的動態能力。準此，本研究主要目的即在探討個案公司如何有效運用環境、策略與結構這三層構面彼此的最適互動，來協助其達到成長的目的。 / The corporation in this individual case has been built for 22 years since 1988. It is a securities that provides brokerage, proprietary trading and underwriting. Nowadays the securities business is challenged by product diversification, client structural change, and competitive service charge in mature market. Although the firm has gone through several merge and acquisition, the gross rate of sale is still limited and impacted by the influence of big environment. Meanwhile, the competent authority permits wealth management services in securities industry. The firm starts to reconsider the strategic position which focuses from securities to wealth management market via a series of operating activates, from Taiwan stock to diverse products via law permission, and from domestic to internal market via full-functioning financial service. In summary of above of all transitions, the key success factor of transformation for this company is the dynamic adaptive capability, and the long term growth path also depends on it. Consequently, the topic of this paper discusses the fit among environment, strategy and structure, which enables the company to remain continued competitive advantage.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0101932153 |
| Creators | 鄭淑芬, Cheng, Shu Fen |
| 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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