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• Main Authors: Hui-Ching Lin, 林惠卿
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/7j98bb

碩士 === 國立中央大學 === 高階主管企管碩士班 === 105 === The internet technology has been developing in tremendous speed over the last decade, which lead to a rise in the electronic banking business. The electronic bank offers people convenient and comprehensive services without going out, which is changing people’s using behaviors from the entity to the electronic bank. The increase of transaction volume of the electronic banking shows that the electronic bank has been gradually beyond the entity bank and became a most convenient and main banking channel which has broken original banking transaction patterns and affected the operational model of bank branches. The rapid changes of the international financial as well as economic situation and the internationalization of the domestic banking institutions caused the liberalization of banking environment which creates a broader space in terms of the business development for the domestic bank but also brings more intense competition from the foreign competitors. In Taiwan, the number of domestic bank branches has been increasing rapidly and the competition becoming severe after releasing license for the new bank set-up since 1991, which resulted in heavily saturated situation of the domestic bank. In order to achieve sustainable operation in this severe competitive environment, the domestic bank must review their own resources and advantages then set a business goal and work out long-term strategy for the business development. The S bank branch of S Commercial Bank was selected as a target for the study. The case study and the in-depth interview were conducted through PEST to analyze opportunities and threats which faced by the target under the current business environment. The analytical data was used to compare with similar bank branches over the region to find out the strengths and weaknesses of the target. Afterward, the strategical business direction was defined and the strategical action plans were developed accordingly by literature review and discussion. The value and position of the entity bank branch is getting less and weaker due to rise of the electronic bank. It is expected that this research can indicate how to improve the competitiveness of the entity bank branch and help the entity bank branch become more valuable in terms of profit contribution.