銀行業經營策略與績效之探究：以L分行為例

Abstract

由於銀行分支機構密度高，且提供金融產品及服務同質性高，臺灣銀行業者面臨競爭壓力。實體銀行需藉由分行採行有效的經營策略，提升經營績效，進而提升銀行獲利。本研究目的係檢視分行的經營策略對其營運績效之影響。本研究以一家本土銀行的分行為個案，藉由檔案資料、直接觀察等方式，探究個案分行所面對問題及挑戰。此外，本研究提出個案分行應採行經營策略，如擴大客群、加強客戶關係、提供新進人員訓練、推廣金融數位服務等。藉由有效的經營策略，個案分行的經營績效有所提升Due to the high density of banks’ branches and the high homogeneity of financial products and services provided, banks in Taiwan face competitive pressures. Banks need to adopt effective operating strategies through their branches to improve operating performance, thereby increasing banks’ profitability. This study aims to investigate the impacts of a branch's operating strategy on its operational performance. This study uses a local bank branch as a case and uses archival records and direct observation to explore the problems and challenges faced by the case branch. Furthermore, this study provides operating strategies, such as expanding customer base, strengthening customer relationships, providing new personnel training, and promoting digital financial services. Through effective operating strategies, the performance of the case branch has beenimproved.