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    Title: 台灣地區投信公司競爭策略之研究
    Authors: 李正和
    Contributors: 陳建維
    李正和
    Keywords: 投信
    競爭策略
    競爭優勢
    Date: 2002
    Issue Date: 2009-09-18 14:44:52 (UTC+8)
    Abstract: 本研究以台灣地區之投信公司為研究對象,以事業策略層級的角度為主,參考各學者之競爭策略相關理論與文獻,並配合投信業的特性,發展出本論文之「研究架構」。在研究方法上,首先以研究架構中各項理論為基礎,依循理論來蒐集與分析資料。其次,經由大量的次級資料整理與分析,與深入訪談專家與業者,建立有關我國投信業的產業及公司個案資料,進行個案投信公司之競爭策略的研究。最後,引出跨個案的結論,並配合理論進行比較與解釋,發展出政策上的涵義與建議。本研究所選定之個案為FB投信、PU投信、FM投信、EW投信、與AD投信等五家公司。

    本研究結論發現如下:
    (一)競爭策略與內部環境之關聯性:
    1.卡在中間者較無法正視內部環境的優缺點,並在一般性策略之間舉棋不定。
    2.採取廣泛差異化策略的公司,須具備寬廣且多樣的個人能力與組織能力。
    3.有集團強大資源支持者,方有能力進行水平購併策略。
    4.品牌與商譽、人力資源、資訊系統與資料庫是投信業的重要資產;投資管理能力、行銷與業務能力是投信業最重要的組織能力。
    (二)競爭策略與外部環境之關聯性:
    1.外在環境多變,組織處於不確定性、複雜、模糊的情況下,投信公司的策略規劃仍多偏向於嚴謹的(上至下)程序層面,而鮮少具有突現的過程。
    2.採取集中化策略、廣泛差異化策略、或最佳價值提供者策略,較能延伸競爭市場。
    3.採取廣泛差異化策略的公司傾向在慾望層次進行競爭,而採最佳價值提供者策略傾向在本質層次進行競爭。
    4.採取廣泛差異化策略較重視外部關係人之人際網絡關係。
    5.採取最佳價值提供者策略的公司與客戶的議價能力較強。
    6.「顧客的議價力量」與「替代品的威脅」削減了投信業的競爭力量。
    (三)競爭策略與功能策略之關聯性:
    1.採低成本策略的公司傾向在全面產品發展。
    2.採取廣泛低成本策略與最佳價值提供者策略,較注重組織內部運作能力,以較佳的效率來建立其競爭優勢。
    3.採取廣泛差異化、集中差異化、或最佳價值提供者策略的公司,較重視產品與服務的品質。
    4.採取集中差異化、廣泛差異化策略的公司,較重視創新能力的培養。
    5.提供最佳的顧客回應,是所有投信公司俱重視而欲建立的競爭優勢。
    Reference: 一、中文部份
    1.上官譯(民89),閔茲伯格談管理:探索組織世界的奧秘,台北:中天。譯自Henry Mintzberg (2000)。
    2.方世榮譯(民89),行銷管理學,第4版,台北:東華。譯自Philip Kotler(2000)。
    3.司徒達賢(民84),策略管理,台北:遠流。
    4.司徒達賢(民90),策略管理新論:觀念架構與分析方法,台北:智勝。
    5.余朝權(民77),「如何擬定制勝的競爭策略」,突破雜誌,民國77年6月,頁82-85。
    6.余朝權(民78),「新時代的競爭策略」,企業經理月刊,民國78年7月,頁14-20。
    7.吳建國(民90),「信任本位與競爭優勢關係之研究」,企銀季刊,第24卷,第4期,民國90年4月,頁231-242。
    8.吳思華(民85),策略九說:策略思考的本質,台北:臉譜文化。
    9.李芳齡編譯(民90),哈佛商業評論精選:企業策略,台北:天下文化。
    10.周旭華編譯(民89),哈佛商業評論精選:變革,台北:天下文化。
    11.尚榮安譯(民90),個案研究方法,台北:弘智文化。譯自Robert K. Yin(1984)。
    12.林建煌(民90),行銷管理,台北:智勝。
    13.林政隆(民87),「顧客價值管理:新世紀服務品質的競爭優勢利器」,品質管理月刊,民國87年4月,頁23-26。
    14.邱志聖(民90),策略行銷分析:架構與實務運用,台北:智勝。
    15.胡佳文(民90),「企業順勢而為的競爭策略」,管理雜誌,民國90年2 月,頁132-133。
    16.高登第編譯(民89),哈佛商業評論精選:成長策略,台北:天下文化。
    17.張麗娟(民84),「銀行業策略群組對組織結構與創新競爭策略之研究」,台北銀行月刊,第26卷,民國84年6月,頁105-115。
    18.郭震坤(民88),「金融服務業國際競爭策略分析架構」,產業管理學報,第1卷,民國88年6月,頁01-12。
    19.郭禮瑜(民90),「台灣地區銀行業策略群組與經營績效之研究」,國立政治大學國際貿易學系碩士論文。
    20.陳世哲(民88),「競爭策略、人力資源管理系統與組織績效之研究」,亞太管理評論,第4卷,民國88年12月,頁413-429。
    21.陳振遠(民87),「金融環境變遷下之銀行競爭策略」,台北銀行月刊,第28卷,民國87年1月,頁02-12。
    22.彭若青、游育蓁(民89),「善用網路再造企業競爭優勢」,管理雜誌,民國89年4月,頁78-83。
    23.曾國安(民88),「企業環境、競爭策略與經營績效關聯性之研究」,中華管理評論,第2卷,民國88年7月。
    24.湯明哲(民92),策略精論,台北:天下文化。
    25.湯玲郎、蘇威豪(民91),「企業環境、競爭策略與品管資訊對經營績效之影響」,輔仁管理評論,第9卷,第1期,民國91年3月,頁1-26。
    26.楊修正(民85),「金融機構競爭行為與績效之研究」,國立中央大學企業管理研究所碩士論文。
    27.榮泰生(民84),策略管理學,台北:華泰。
    28.盧文聰、吳素環(民87),「以整合性資訊系統強化企業競爭優勢之基本認識」,會計研究月刊,民國87年6月,頁89-92。
    29.應小端編譯(民91),哈佛商業評論精選:創新,台北:天下文化。
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    90932104
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    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090932104
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