本研究屬於以描述性之研究方法，並透過國內外相關文獻探討、次級資料之蒐
集方式為個案作整體之競爭策略分析。本研究以國內銀行業之過去及現在發展之競
爭狀況，來了解一個金控公司未來因應產業環境所採取之競爭策略，而探討採取之
競爭策略與其競爭策略形成要素之相關性為本研究之目的，針對個案金控公司的分
析及評估，進而觀察並了解金融業因應外部環境因素及考量企業本身之內部環境因
素之經營策略與企業整體在策略運用上之關係，以供未來金融相關產業在做決策及
經營策略之參考。
    在競爭優勢策略分析模式應用上，本研究係以C金控公司為模式實證之個案研究對象，並於分析後獲得三點主要結論如下： 
一、在金融產業中，C金控公司定位於「市場導向經營」策略群組，並能充分掌握此一群組關鍵成功因素之優勢。
二、C金控公司現階段具有員工的忠誠度與向心力、行銷通路的整合效率、品牌與企業形象及經營高層能有效領導子公司間之溝通協調等四項核心資源優勢。
三、C金控公司在策略意圖與目標的制定上，能充分掌握市場環境中的機會，並發揮組織擁有的實質競爭優勢，但仍有包括客戶關係管理（CRM）、品牌與企業形象、產品創新與研發能力及國際競爭能力等有待加強之實質競爭優勢與產業關鍵成功因素。

Based on productive approach, the research analyses the C financial holding company through study of relatively representations, collection of secondary data, and exploring relevant literature. The research takes advantage of the past and current, competitive situation of domestic banks to estimate competitive strategy that a financial holding company will conduct. Moreover, the ultimate goal of this research is to find relationship between competitive strategy and elements of shaping the competitive strategy. Through analyzing and estimating the C financial holding company, the research will assist the financial industry to understand external and internal, environmental elements. Furthermore, this research would provide a reference for the financial industry on decision-making as well as on business strategy.
   
In applying the competitive advantage strategic analysis model, this research was gathered by using C financial holding company as an actual target model for the case study, and once analyzing this company, three major conclusions have been made as follows: 
1. In the financial business industry, C financial holding company positioned at「market-oriented operation」strategic business units, and sufficiently controlled key factors of success advantages. 

2. C financial holding company at the present time possesses fidelity and loyalty from employee、the integration effectiveness of marketing channels、brand name and business image, and effective leadership in upper operating management over subsidiaries’ communications ＆ coordination in primary resources advantage. 

3. In the process of defining goals and establishing intention strategies, C financial holding company can fully manage opportunities from the market environment, and develop the actual competitive advantage that organizations maintain. However, some other competitive advantages and industry key success require further reinforcement, including customer relationship management、brand name and other business images、product innovation、research ＆ development, and international competition abilities, etc..

目  錄	
目錄…………………………………………………………………I
表目錄………………………………………………………………III

圖目錄………………………………………………………………	IV
第一章  緒論  ……………………………………………………	1
第一節  研究背景及動機 ………………………………………	1
第二節  研究目的 ………………………………………………	5
第三節  研究方法與研究範圍……………………………………	6
第四節  研究架構 ………………………………………………	7
第二章  文獻回顧…………………………………………………	10
第一節  內部環境對企業影響之相關研究……………………	10
第二節  產業環境對企業影響之相關研究………………………	17
第三節  外部環境對企業影響之相關研究………………………	23
第四節  金融產業經營之相關研究………………………………	31
第三章  理論分析架構 …………………………………………	41
第一節  使命陳述 ………………………………………………	42
第二節  7S架構分析方法 ………………………………………	48
第三節  五力模型分析方法 ……………………………………	54
第四節  PESTEL 分析 ……………………………………………	63
第五節  策略決策 ………………………………………………	69
第四章 個案研究－以C金融控股公司的競爭策略分析為例	75
第一節  C 金融控股公司概況……………………………………	76
第二節  使命陳述與分析 ………………………………………	80
第三節  內部環境評估：7S ……………………………………	88
第四節  產業環境評估：五力 …………………………………	101
第五節  總體環境評估：PESTEL ………………………………	112
第六節  策略選擇 ………………………………………………	121
第五章  結論………………………………………………………	125
參考文獻 …………………………………………………………	129

 
表目錄	
表2-1、影響企業營運之內部環境因素相關研究………………	16
表2-2、影響企業營運之產業環境因素相關研究………………	22
表2-3、影響企業營運之外部環境因素相關研究………………	29
表2-4、金融產業經營之相關研究………………………………	39
	

圖目錄	
圖1-1、研究架構…………………………………………………	9
圖3-1、使命陳述的組成要素……………………………………	48
圖3-2、7S 架構……………………………………………………	53
圖3-3、五力模型…………………………………………………	63
圖3-4、總體環境的角色…………………………………………	68
圖3-5、管理決策體系……………………………………………	70
圖3-6、策略決策流程……………………………………………	73
圖4-1、C金控公司使命陳述分析圖………………………………	87
圖4-2、C金控公司組織系統圖……………………………………	92
圖4-3、C金控公司內部環境因素分析圖…………………………	100
圖4-4、C金控公司五力模型分析圖………………………………	111
圖4-5、總體環境的角色…………………………………………	120
圖4-6、C金控公司策略形成圖……………………………………	123


CONTENTS
Contents……………………………………………………………	I
Table Contents……………………………………………………	III
Figure Contents…………………………………………………	IV
Chapter I Foreword……………………………………………	135
Section 1  Research Background and Motivation………	135
Section 2  Research Goals………………………………	138
Section 3  Research Method and Scope…………………	139
Section 4  Research Framework……………………………	140
Chapter II  Literature Review………………………………	143
Section 1  Research on the Influence of Internal    Environment on Enterprises…………………………………… 143
Section 2  Research on the Influence of the Industry Environment on Enterprises…………………………         153
Section 3  Research on the Influence of the External Environment on Enterprises…………………………………… 163
Section 4  Research on Financial Industry Management…	173

Chapter III  Theoretical Framework…………………………	186
Section 1  Mission Statement…………………………………	187
Section 2  7S Framework Analysis……………………………	195
Section 3  5 Forces Model Analysis…………………………	203
Section 4  PESTEL Framework…………………………………	212
Section 5  Strategic Decision-making………………………	219
Chapter IV  Case Study – Example of C Financial Holding Co.'s Competitive Strategy…………………………………… 225
Section 1  Background Introduction of C FHC……………	225
Section 2  Mission Statement and Analysis………………	229
Section 3  Assessment of the Internal Environment: 7S  236
Section 4  Assessment of the Industry Environment: 5       Forces Model……………………………………………………	246
Section 5  Assessing the Overall Environment: PESTEL…	256
Section 6  Strategy Selection………………………………	265
Chapter V  Conclusions…………………………………………………….	270
Reference……………………………………………………….	275
 

Table Contents

Table 2-1  Research Concerning Internal Environmental Factors Influencing Corporate Operations……………     151
Table 2-2  Research Concerning Industry Environmental Factors Influencing Corporate Operations………………… 161
Table 2-3  Research on External Environmental Factors Influencing Enterprises……………………………………    171
Table 2-4  Research on Financial Industry Management… 183
 

Figure Contents

Figure 1-1  Research Framework…………………………….	142
Figure 3-1  Constituent Elements of a Mission Statement195
Figure 3-2  The 7S Framework…………………………………	202
Figure 3-3  5 Forces Model…………………………………	212
Figure 3-4  Role of the Overall Environment………………218
Figure 3-5  Management Decision-making System……………220
Figure 3-6  Strategic Decision-making Process……………223
Figure 4-1  Mission Statement Analysis at C Financial Holding Co.………………………………………………………  236
Figure 4-2  C Financial Holding Co.'s Organizational System………………………………………………………………	238
Figure 4-3  Assessment factors of the Internal Environment at C Financial Holding Co …………………………………… 245
Figure 4-4  5 Forces Model Analysis at C Financial Holding Co…………………………………………………………………… 256
Figure 4-5  Role of the Overall Environment……………  265
Figure 4- 6  Strategy Formation at C Financial Holding Co…………………………………………………………………   269

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