我國金融環境近年來快速變遷與金融整合，中小型區域銀行固然有著長期且良好的客戶關係，但也存在著規模經濟過小、知名度不高、營運據點太少及員工專業知識不足、、等劣勢，因而在金融控股公司與全國性銀行的競爭下，面臨極大的經營壓力。本研究以相關文獻探討與金融環境分析為始，了解區域性銀行所面臨的挑戰並對個案銀行進行SWOT分析。依據SWOT分析之結果，以Michael Porter 的基本策略(generic strategy)：差異化策略和專注等兩項構面，以及Ansoff的其他策略選項(alternative strategy direction)：退出、強化、市場滲透、市場發展及產品發展等五項構面做為分析工具，分別針對現況進行探討並提出策略擬定之建議，以期提供個案銀行或面臨類似處境之北區區域性銀行經營策略之參考，建立未來競爭優勢並發展成為「小而美」的區域銀行。

本研究結果針對個案銀行提出以下之建議
(1)差異化方面，則應著重於關懷及服務社區客戶，從事社區服務慈善活動，並提供財稅、會計等免費諮詢服務，以創造具在地便利性及服務之差異化形象；重新訂定目標客戶之區隔，專注於中小企業的開發及推廣理財商品。
(2) 針對部分風險過高、成本過高且不具經濟效益之商品，及早退出市場；加強客戶服務品質及提昇員工專業能力則屬應強化之目標；利用現有客戶推薦新客戶的方式增加客戶群；與關係進行企業策略聯盟以擴充產品面；發展土地、建築融資及其相關商品成為銀行利基市場。

Regional banks have faced tremendous challenges amid the rapid changes and consolidations in the local financial market. Although regional banks have relatively long term and stable client relationship, they also have weaknesses such as low publicity, smaller operating scale, limited branch network and lack of well trained staff, etc. This research therefore aims at identifying business strategies for regional banks to complete with other commercial banks and financial holding companies. Starting from review of literature and environment analysis, it then conducts a SWOT analysis for H Bank. Based on the findings, this paper adopt Michael Porter’s generic strategy approach and Ansoff’s alternative strategy direction to develop various business strategies in the areas of pricing, differentiation, withdrawal, consolidation, market penetration, market development and product development
.
Based on the research finding and analysis, the following recommendations are proposed for H Bank to establish its business strategies.
(1) In terms of generic strategy, differentiation strategy in brand awareness or service quality can be adopted to create unique brand image against traditional commercial banks. In stead of accept all kinds of customers without any segmentation, H Bank should focus on specific target customers and product line.
(2) For other alternative strategies, withdrawal from unprofitable markets should be considered and more specific client segmentation should also be implemented. Moreover, human resource development as well as system enhancement to lift customer service standard should be adopted. Furthermore, via strategy alliance, partnership as to wealth management and real estate and land financing can also boost the revenue sources.

Table of Contents


Acknowledge i
Abstract ii
Table of Contents iv
List of Figures vi
Listof Tables vii

Chapter 1
Research Overview
1.1Background and Research Motivation 1
1.2Research Objective 2
1.3Research Scope and Limitation 2
1.4Research Structure and Methodology 4

Chapter 2
Literature Review
2.1Research Review of Regional Banking and Commercial Banking Strategies 6
2.2Theoretical Review of Major Strategy Development Model 14

Chapter 3
Environment Analysis and Challenges of Taiwan Regional Banks
3.1Banking Industry Overview 18
3.2Overview of Regional Bank Operation 20
3.3Business Challenges of Taiwan Regional Banks 27
3.4The Future Development Outlook for Regional Banks 32

Chapter 4
H Bank’s Current Business Performance and SWOT Analysis
4.1H Bank Business Background and Overview 34
4.2Current Business Outlook 36
4.3Operating performance 39
4.4SWOT Analysis of H Bank 41

Chapter 5
H Bank’s Business Strategy Analysis and Development
5.1Business strategy development based on SWOT analysis 49
5.2Generic Strategy Development 52
5.3Alternative Strategy Directions 54

Chapter 6
Conclusions and Suggestions
6.1Research Findings and Conclusions 61
6.2Suggestions 62
6.3Ending remarks and Future research directions 63
reference 64

List of Figures

Figure 1-1Flower of Research 5
Figure 2-1Development strategies 15
Figure 2-2Three generic strategies 16
Figure 2-3Alternative directions for development 17
Figure 3-1Framework of Taiwan Financial Institutions 18
Figure 3-2Banks classification in terms of total assets 21
Figure 3-3Historical trend of local commercial bank 28
Figure 3-4Branch growth trend local banks 28
Figure 3-5Recent trend of direct/indirect financing 29


List of Tables

Table 3-1 Number of financial Institutions of Dec.2005 20
Table 3-2 Business ranking of north regional banks and main financial holding companies 22
Table 3-3 Comparison of financial performance for regional banks and selective banks 23
Table 3-4 Electronic Services and Branch Statistics 24
Table 3-5 Employee Statistics (2005) 25
Table 3-6 Branch location comparison of regional bank and national bank 32
Table 4-1 Industry type of lending customer in H Bank as of 30 Jun. 2006 37
Table 4-2 H Bank financial performance 39
Table 4-3 H Bank financial report for 5 years 40
Table 4-4 Business Market Share of north Taiwan regional banks 40
Table 4-5 Report on the Survey of Family Income and Expenditure in Taiwan Area, 2005 42
Table 4-6 Commercial Bank’s Operating Income as 2005 45
Table 4-7 Summary of H Bank SWOT analysis 48
Table 5-1 General business strategy based on SWOT analysis 51

Reference

Austin Douglas V. and Craig D. Bernard (1998),“Strategic Planning Guide for Regional banks and Thrifts,”Revised Edition

Bank of Panhsin’s annual report (2005)

Bank Sinopac’s annual report (2005)

Bexley James B. (1999), “Customer perceptions in the selection of community banks,”Sam Houston State University

Cathay United Bank’s annual report (2005)

Chang Yen-Mei, Huang Cheng Shen (2005),“Challenge and business development strategy for Taiwan Cooperative Union,”Journal of Credit Cooperative, Volume 85

Chang, Jei-Chan (1995), “Innovation of banking environment liberalization , internationalization and business strategy development,”Taiwan Economic Monthly Journal, Volume 31:4=363, p. 1-8

Chen, Jia-Chyi (1999), “The impacts of credit cooperatives'' reorganization into commercial banks on their operating strategies.”National Defense University, Master’s Thesis

Chen, Jun-Wei (1998), “Exploring Competitive Strategies of Taiwan Domestic Commercial Banks-- A Case of the United World Chinese Commercial Bank.”Department of Management Science of National Chiao Tung University, Master’s Thesis

Chen, Shu-Jane (2005), “New Banking Profit Vision-wealth management business.”,.

Chiang Chih-Hsien (1999), “The Study of the Influence Factors of Restructuring Organization from Credit Cooperatives to the Commercial Banks.”, Department of International Business Management of Chinese Culture University, Master’s Thesis

Chien Mai Lin (2004), “The Study On Bank’s Relationship Marketing-The Case of VIP Wealth Management ”Department of Business Administration of Soochow University，EMBA, Master ’s Thesis


ChinaTrust Bank’s annual report (2005)

Cho, Ching-Lung (1998), “The Business Models of Internet Banking--U.S. Banks as Representative Cases.”,Graduate Institute of Finance of National Taiwan University, Master’s Thesis

Cota Bank’s annual report (2005)

Gerry Johnson, Kevan Scholes (1993), Exploring corporate strategy, third edition

Gutek, B (1995), The Dynamics of Service. San Francisco : Jossey-Bass Publishers.

H Bank 2006 shareholder’s meeting agenda

H. Igor Ansoff (1988), Corporate Strategy, Pengiun

Hsu, Wen-Fu (2005) “Enhancement of Credit Cooperative staffs working behavior and Creating new Era and Development for Credit Cooperative,”Journal of Taiwan Credit Cooperative, Volume 83

Huang Kuan-Ying (2000),“The case of commercial banking business strategy.”Department of Financial Management of National Sun Yat-Sen University, Master’s Thesis.

Huang, Hso-Fong (1998), “A Study on Positioning and Strategy of Internet Banking.”Department of Information Management of Da-Yeh University, Mater’s Thesis.

Hwatai Bank’s annual report (2005)

Juang, Jenn-Jia (1998),“What’s relationship of Internet use and domestic banks'' competitive
strategy.”,Graduate Institute of Finance of National Taiwan University, Master’s Thesis

Kai Yuen-Chau (1996), “The Research of Management Problem After The Credit Union Transform Its Structure Into Commercial Bank.”

Ke, Tsun-Jen (2004), “The study on which factors would affect the willingness of the enterprise customers to make loans with banks.”, Department of Business Administration of Soochow University, Master ’s Thesis

Kessler, S. (1996), “Measuring and managing customer satisfaction,”Milwaukee : ASQC Quality Press.


Ko Chia-Wen (2003) “Business risk and Competitive ability Promotion on Commercial Banks transformed from Credit Cooperative –The case of Cota Bank.”Department and Graduate Scholl of Information Management of Chung Hua University, Master’s Thesis

Lee I-Kung (2005), Journal of Credit Cooperative, Volume.86, P 57-68

Liou, Jung-Ping (2001), “The impact financial environments on business strategies in banking industry-A case study of F Bank.,”, Department of Human Resource and Public Relations of Da-Yeh University, Master’s Thesis

Lucky Bank’s annual report (2005)

Michael Porter (1985),“Competitive Advantage,” Free Press

Myers Forest and Kenneth Spong (2003), “Community bank performance in slower growing markets: Finding sound strategies for success,”Financial Industry Perspective

Pamela A. Kennett, Julie Z. Sneath, A. Leilz Borders (2004),“High-tech or high-touch positioning for the regional business market : the case of county community bank,” Journal of Business and Industrial Marketing, Volume 19, Number 7

Shu, Ching-Chien 2003, “A Study on the Marketing Strategy of Consumer Loan in Regional Bank- A Case Study for Cota Commercial Bank.”Department and Graduate School of Computer Science and Information Engineering, Chung Hua University. Master’s Thesis

Sunny Bank’s annual report (2005)

Taihsin Bank’s annual report (2005)

Taipei Fubon Bank’s annual report (2005)

Tsai, Ching-Tsi (2000), “An analysis of Performance of Commercial bank for merging Credit Cooperative.” Department of Business Administration of Chung Yuan Christian University, Master’s thesis

Tsai, Fong-Ching (1994),“Strategy of Credit Cooperative Reconstruction for Top Management,” Journal of Taiwan Credit Cooperative, Volume 42



Tsang Shin-Chin (2002), “A Study for the Competitive Power of Commercial Banks─ Taking Case Bank as examples.”, Department of Business Administration of Chang Jung Christian University, EMBA Master’s Thesis

Tseng, Chao-Chi (2004), “Competitive strategy of the regional banking under the trend of financial holding on the central Taiwan.”Department of International Business of Asia University, EMBA, Master’s Thesis.

Weihrich, H. (1982), “The SWOT Matrix-A Tool for Situational Analysis,”
Long Rang Planning, Volume15, No.2

Weng, Tong-Mo (1992), “The Study of Credit Cooperative’s transformation to Commercial Bank.”,Department of Business Administration of National Sun Yat-Sen University, MBA’s Thesis

Whalen Gary (2001), “The impact of the growth of large, multi-state banking organizations on community bank profitability,”Economic and Policy Analysis Working Paper

Wu, Mon-Feng, (2003),“Positioning and Promotion of Credit Cooperation’s Loan.”, Department of Management of Ming Chuan University, Master’s Thesis

Yao Jui-Ching (2004), “Business Strategy Formulation for Commercial Banks: A case study on Bank C.”Department of International Trade of Tamkang University, EMBA, Master’s Thesis

Yeh, Wen-Kuei (2003), “A case study of Financial Reform and Competitiveness of the Taiwan Cooperative Bank.”Department Of Information engineering of I-Shou University, Master’s Thesis

Yu Chon-Hsan, Wang Jing-Li, 2005,“Evaluation of Financial Institutions in Taiwan, 2005.”

Zimmerman Gary C. (1996), “Factors influencing community bank performance in California,”FRBSF economic review, number 1

Web-site

www.banking.gov.tw , Financial Supervisory Commission, Executive Yuan, 2006

www.dgbas.gov.tw

www.stat.gov.tw

www.cier.edu.tw

www.cbc.gov.tw