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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33238

    Title: 網路下單對台灣證券業經營模式與經營績效之影響
    Other Titles: 網路下單對臺灣證券業經營模式與經營績效之影響
    The impact of online trading on security industry in Taiwan : business models & performance
    Authors: 蔡修盛;Tsai, Shiu-sheng
    Contributors: 淡江大學管理科學研究所企業經營碩士在職專班
    蔡進丁;Tsai, Ching-ting
    Keywords: 網路下單;創新理論;十字管理法;平衡計分卡;Online Trading on Security Industry;innovation Theory;MERSI;Balance Scorecard
    Date: 2005
    Issue Date: 2010-01-11 03:46:48 (UTC+8)
    Abstract: 本研究以創新理論定義網路下單為維持性創新,並由台灣前十大證券商中,挑選推動網路下單業務具代表性業者:寶來、元大京華及富邦證券為樣本,依網路下單成交金額占該公司總成交金額的比例,區別為高度、中度、低度使用者,並以此為投入變數,利用十字管理法比較證券商的五大管理中介變數—理念、環境、實力、策略、執控,並以「MERSI企業全身健檢表」分數作為模式區別的綜合指標,以平衡計分卡原理作為測量模式運作績效的產出,進而找出模型與績效之關係。
    This research defines the on-line trading as a sustaining innovation in terms of Clayton M Christensen’s disruptive innovation theory. The researcher chose the representative securities corporations – Polaris, Yuanta Core Pacific, and Fubon Securities as the samples, which have been promoting the on-line trading business. The samples would be divided into groups of heavy, medium and light users according to the sales amount they deal with through on-line trading. And this factor would be taken as a variable. Moreover, The researcher would use MERSI to compare the five crucial management mediate variables – Mind, Ecosystem, resources, strategy and implementation, and take use of the score derived from MERSI corporation check-up list as a general index to differentiate various modes. Meanwhile, the author would adopt the balance scorecard to measure the outcome of the mode’s running results in order to find out the relationship between the model and the results.

    This research finds out that the key successful elements of heavy, medium, and light users of on-line trading make no difference when comparing to the KSF of the known literature or through the examination of MERSI and the interviews with experts. Furthermore, the management modes of Polaris and Yuanta Core Pacific Securities’ on-line trading are more similar to the successful on-line trading element models set up in this research.

    This research also finds that on-line trading never cause the creative destruction to the Taiwan securities industry nor completely change the management mode of Taiwan securities. Different levels of on-line trading do lead to the adjustment of the securities traders’ management modes. This research could not find the certain relationship between the mode and the results through the case study though the research gives two connections.

    This research shows that on-line trading could not replace the traditional trading management mode in a short time. The conditions for people to rely completely on the on-line trading management mode are not so ready. However, the securities corporations with more successful elements of on-line trading will share bigger market share in the future on-line trading market. If the innovative product is neglected, then the traders might suffer from losing the customers because of less on-line trading operation fee. This development would definitely render the relevant business owners the pressure to adjust the management mode, therefore, on-line trading is a crucial variable for the future of the securities corporations.

    The on-line trading business is a trend for the securities corporations. Since it’s a difficult choice for the securities traders whether they should go for the on-line trading business, this research provides the securities corporations which would like to invest in on-line trading business with some information to refer to.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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