| Summary: | 碩士 === 淡江大學 === 管理科學學系企業經營碩士在職專班 === 104 === The government of Republic of China deregulate SITEs(Securities Investment Trust Enterprises) industry and the first investment trust company was established in 1983 and expanded rapidly to 38 firms in 33 years. However the SITEs industry stands on the edge of a number of fundamental shifts that will shape the future of the industry.
SITEs industry is along with the situation of limited and overlapping market, most of mutual fund products are similar. Therefore, the firms are facing severe competition in nowadays. This thesis use Porter five forces analysis, SWOT analysis mechanisms to discovery the SITEs industry and T securities investment company, especially the firms belong to financial holding group, that how to use the competitive advantage in a tough environment to face challenges, and utilize niche market to develop business strategy.
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