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    Title: 探討台新金控之經營策略
    A Case Study on The Strategy of Taishin Financial Holding Company
    Authors: 王威勝
    Wang, Wei-Sheng
    Contributors: 黃國峯
    郭曉玲

    Huang, Kuo-Feng
    Guo, Shiau-Ling

    王威勝
    Wang, Wei-Sheng
    Keywords: 台新
    併購
    多角化
    五力分析
    安索夫矩陣
    BCG矩陣
    Taishin Financial Holding
    Strategy
    BCG Matrix
    Ansoff Matrix
    Date: 2023
    Issue Date: 2023-12-01 10:36:59 (UTC+8)
    Abstract: 台新金控是台灣的大型金控之一,起源於1992年成立的台新銀行。台新金控於2002年在台灣掛牌上市,並隨後透過併購、多角化及海外佈局等方式擴大金融事業規模,更於今年首次進行金控集團非相關多角化策略成立台新育樂。台新金控在事業發展歷程中曾遭遇卡債風暴、彰化銀行併購案等重大挑戰,嚴重影響其擴張的能力。然而,在出脫彰化銀行持股以及取得台新人壽後,台新金控將重新再出發;且若未來能夠併購新光金控,則能一躍而上挑戰台灣金控產業的龍頭位置。
    本研究先依照時間順序將台新金控集團之成長歷程劃分為「銀行版圖壯大期」、「金控版圖擴張期」、「海外事業拓展期」、「金控版圖完善期」等四大時期,再分別深入探討之。首先根據Porter, M. E. (1980)的五力分析對金融產業進行分析,並總結出金融產業的關鍵成功因素;再以安所夫矩陣的成長策略進行台新金控集團發展歷程之探討,並比較其競爭優勢及核心能力;最後依據BCG矩陣分析台新金控旗下之銀行、人壽、證券、創投等四大主力子公司於現今市場上的定位,並在對照這些子公司的競爭策略過後,給予未來成長之建議。
    Taishin Financial Holding is one of the major financial holdings in Taiwan, originating from Taishin Bank, established in 1992. Taishin Financial Holding was listed in Taiwan in 2002, and subsequently expanded its financial business scale through mergers and acquisitions, diversification, and overseas layouts. Moreover, for the first time this year, it executed unrelated diversification strategies within the financial holding group by establishing Taishin Sports Entertainment Co., Ltd. Taishin Financial Holding has encountered significant challenges in its business development process, such as the credit card storm and the Changhua Bank acquisition case, severely affecting its expansion capability. However, after divesting its holdings in Changhua Bank and acquiring Taishin Life, Taishin Financial Holding Company is poised to make a fresh start; and if it can acquire Shin Kong Financial Holding Company in the future, it could challenge the leading position in Taiwan's financial holding industry.
    This study initially categorizes the growth journey of the Taishin Financial Holding Group into four major periods according to chronological order: "Banking Expansion Period," "Financial Holding Expansion Period," "Overseas Business Development Period," and "Financial Holding Consolidation Period," and delves into each respectively. Firstly, it analyzes the financial industry based on Porter, M. E. (1980)’s Five Forces Analysis and summarizes the key success factors of the financial industry. Subsequently, the study explores the development journey of Taishin Financial Holding Group using Ansoff's growth strategy matrix, comparing its competitive advantages and core competencies. Finally, based on the BCG matrix, it analyzes the positioning of Taishin Financial Holding's four major subsidiaries—banking, life insurance, securities, and venture capital— in the current market, and after comparing the competitive strategies of these subsidiaries, this research aims to provide Taishin Financial Holding Company recommendations on the future strategies.
    Reference: 中文文獻
    1. 方嘉麟、樓永堅(2007)。企業併購個案研究,頁307-337。台北市:元照。
    2. 台新人壽。2022年財務報表。取自https://www.taishinlife.com.tw/zh-tw/page/disclosure/informationdisclosure/subpages/financial-overview
    3. 台新金控。2002年~2022年公司年報。取自https://www.taishinholdings.com.tw/tsh/relations/shareholders/annual/?page=1
    4. 台新銀行。2013~2022年公司年報。取自https://www.taishinbank.com.tw/TSB/about-taishin/brief-introduction-to-the-bank/annual-report/
    5. 安侯建業KPMG(2023)。金融科技脈動 2023上半年度報告。取自 https://assets.kpmg.com/content/dam/kpmg/tw/pdf/2023/09/tw-kpmg-pulse-of-fintech-23H1-cht.pdf
    6. 吳彥霆(2021)。探討富邦金控之併購策略。國立政治大學(MBA學位學程)碩士學位論文。
    7. 沈中華(2014)。銀行與金控的成長、衰退與再崛起:台灣的故事。財團法人台灣金融研訓院。
    8. 林姿儀(2007)。回顧2005年-2006年之台灣卡債風暴。取自 https://www.npf.org.tw/2/3558
    9. 林耕弘(2016)。富邦集團之經營策略。國立台灣大學商學研究所碩士學位論文。
    10. 金融監督管理委員會(2016)。金融科技發展策略白皮書。
    11. 金融監督管理委員會(2016)。金融產業發展政策白皮書。

    英文文獻
    1. Ansoff, H. I (1965). Corporate Strategy, New York: McGraw-Hill.
    2. Arnoldo C. Hax and Nicolas S. Majluf (Feb. 1983), The Use of the Growth-Share Matrix in Strategic Planning, INFORMS, Vol. 13, No.1, pp. 46-60.
    3. Aaker, D.A., (1984), Strategic Market Management, John Weily & Sons, New York.
    4. Barney, J.B. (1991), Firm Resources and Sustained Competitive Advantage, Journal of Management Vol.17, p. 99-120.
    5. Hitt & Hoskisson (1999), Strategic Management Competitiveness and Globalization.
    6. Porter, M. E. (1980), Competitive Advantage: Creating and Sustaining Superior Performance, New York: Free Press.
    7. Porter, M. E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competition, New York: Free pass.
    8. Prahalad, C.K. and Hamal, G. (1990), The Core Competence of the corporation, Harvard Business Review, 79-01.
    9. Stern, C.W. and Stalk, G. Jr. (eds), Perspectives on Strategy: From the Boston Consulting Group, John Wiley & sons, 1998; 2nd edn, Stern, C. W. and Deimler, M. (eds), The Boston Consulting Group on Strategy, 2006.
    10. Wernerfelt, B. (1984), A Resourced-Based View of the Firm. Strategic Management Journal, 5(2), 171-180.
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    111363033
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111363033
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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