台灣金融市場在歷經民營化、自由化競爭，屬高度競爭市場，本研究目的探討台灣地區銀行業現況，為確保企業生存優勢，金融業在因應產業環境變化下，如何經營個人房貸授信業務對銀行利潤影響之研究，並以其優勢達成營運策略，本研究藉由探討一特定銀行，透過個案經營個人房貸授信業務策略進行研究，採用Lin and Pao (2004)提出之策略評估架構，透過個案公司的使命陳述，以7S模型進行內部環境評估、以五力分析模型進行產業環境評估以及PESTEL架構進行總體環境評估，建立本研究分析架構，歸納出企業競爭策略形成之重要相關因素，以提供金融業相關參考，歸納結論如下： 一、個案C銀行歸納出經營個人房貸授信業務策略的利基，善用內部、外部優勢達成獲利目標並據以形成最佳策略。 二、在個案C銀行之使命陳述下—「擴大個人房貸授信業務範圍及提升利潤能力」，分析該公司在最佳競爭策略形成後，選擇適合以個人房貸授信業務發展策略為其特定策略。 The financial market in Taiwan has been through privatization and competitive liberalization, and now it is a fiercely competitive market. The purposes of this research are to explore the current banking sectors’ performance condition in Taiwan area as well to examine how bank sectors manage their business of personal residential mortgage credit in order to keep their survival advantage under the rapid change of industrial environment. What managing strategies the banks adopt will affect the profits which banks can gain, therefore banking sectors take competitive advantages to achieve their managing strategies. This research further evaluates the effect that the managing strategies cause in banks’ business performance of personal residential mortgage credit. The object of this study is C bank and Lin and Pao (2004) theoretical framework is the tool employed in this study. The framework uses mission statement as the foundation to evaluate each interrelated factors, 7S model to analyze internal environment, Five Forces model to access external environment and PESTEL for overall environmental assessment. From the results of these assessments, we calculate the important relative factors that influence enterprises form their competitive strategies. While conclusions, and hope to provide the reference of the domestic banking sectors as operators. The two conclusions are as the following: 1. The case C bank this thesis has found out its managing strategy niches in personal residential mortgage credit business, and then it can not only make good use of internal and external advantages to achieve its profit goals but also utilize those niches to form the best strategy. 2. Under the case C bank’s mission statement, “expand the business range of personal residential mortgage credit and improve the bank’s ability to gain profits”, we make the analysis that C bank chooses the proper business developing strategy of personal residential mortgage credit as its specific strategy after it forms the best competitive strategy.