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    Title: 臺灣地區大型商業銀行經營企業授信業務之探討 : 以C銀行為例
    Other Titles: A discussion on credit business of large-scale commerical bank enterprises in Taiwan : a case study on bank C
    台灣地區大型商業銀行經營企業授信業務之探討 : 以C銀行為例
    Authors: 鄭良傑;Cheng, Liang Chien
    Contributors: 淡江大學國際企業學系碩士在職專班
    林志鴻;賴錦璋
    Keywords: 銀行業;企業金融放款;使命陳述;策略形成;Bank;Enterprise Financial Lending;Mission Statement;Strategy Formulation
    Date: 2012
    Issue Date: 2013-04-13 10:55:53 (UTC+8)
    Abstract: 近十年來製造業外移,客戶流失,以台灣市場為發展重心的國內金融機構,受到市場規模不足因素影響,侷限在有限的市場內殺價競爭,利差越來越小,利潤越來越薄弱。本研究以台灣地區銀行業企業金融放款現況,探討台灣地區銀行應如何因應環境之變化,發展其競爭策略,並檢視承做該業務是否能達成其企業使命。

    本研究以C銀行為個案研究對象,以Lin and Pao(2004)之理論架構,探討個案公司在企業授信業務之優勢策略與形成要素,以及如何執行進而達成其企業使命。透過檢視C銀行內外部環境各種資源及限制後,本研究認為C銀行擁有優質品牌形象,運用「爭取新戶深耕舊戶」之策略,並發揮內部環境具有「專業企業金融團隊」之優勢,掌握產業環境中「擁有廣大企金客群」之優勢及總體環境「配合政策拓展業務」之優勢,執行「擴大企金放款規模」,可達到C銀行追求「企金放款市占率第一之銀行」之使命目標,因而建議C銀行是適合執行「擴大企金放款規模」。
    In recent ten years, due to the offshore migrations of manufacturers, the development of financial institutions focusing on the market of Taiwan has been affected by insufficient market scope and price-cutting competition in the limited market, the interest spread is smaller and the profit is less than before. The study takes the current situation of enterprise financial lending business of banks in Taiwan as the example to discuss how they face the change of circumstance to develop their competitive strategy and to check whether their undertaking business can achieve the mission for enterprises.

    The research takes Bank C as the case study, to take theory frame analysis of Lin and Pao (2004) to discuss the dominant strategy of enterprise financial lending business of Bank C and how they execute and to further achieve the mission for enterprises .Through checking the various resources and limits of internal and external environment of Bank C, the research thinks if Bank C has well-qualified brand image, uses the strategies of “striving for new client and maintaining the good relationship with old clients”, develops the advantage of “well-qualified enterprise financial team” in the internal environment and controls the advantage of “having wide-range of enterprises clients in the industry environment” and the advantage of “coordination with strategy development” in overall environment to execute “the scale of enterprises financial lending”, they can achieve the mission target of “getting the first place in the market share” ; Thus proposed that Bank C is suitable to execute “ the enlargement of enterprise financial lending scale.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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