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題 名 | 智慧資本、行銷策略與風險管理策略對企業經營績效影響之研究--以臺灣地區金融控股公司為例=A Study on the Influence of Intellectual Capital, Marketing Strategy, and Risk Management Strategy on Business Performance: The Case of Financial Holding Companies in Taiwan |
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作 者 | 林妙雀; 林欣欣; | 書刊名 | 經社法制論叢 |
卷 期 | 36 民94.07 |
頁 次 | 頁79-109 |
分類號 | 563.29 |
關鍵詞 | 人力資本; 結構資本; 顧客資本; 智慧資本; 層級分析法; Human capital; Structural capital; Relational capital; Intellectual capital; Analytic hierarchy process; |
語 文 | 中文(Chinese) |
中文摘要 | 過去臺灣地區對金控經營績效之研究,側重於個案分析,或是僅針對金控規模效率、風險監理制度、防火牆制度等單一構面加以探討,相對忽視金控本身來自人力資本、結構資本與顧客資本所蓄積而成的「智慧資本」,以至於低估真正影響經營績效之因素。其次,標榜交叉銷售,提供消費者一次購足之金控,考量提供最佳商品組合、合理定價、通路建構、促銷推廣與全方位服務之「行銷策略」應用,有助於資源運用效率與經營績效之提昇。再者,結合銀行、保險、證券之跨業經營型態的金控,相對提昇整體系統風險與各相關子公司風險,而惟有注重內控內稽制度、風險評估系統與防火牆制度之「風險管理策略」採行,才有助於降低金控經營之不確定性,進而提昇其經營績效。職是之故,本研究乃配合專家訪談,運用層級分析法(AHP),建立以智慧資本、行銷策略與風險管理策略為自變數,金控經營績效為因變數之層級研究架構。 本研究配合14家金控之發言人親自訪問或郵寄問卷,共回收有效問卷10份(回收率71.43%),運用層級分析法之正倒值矩陣及一致性檢定加以驗證。其結果發現影響臺灣地區金控經營績效之主要構面,依權重排序為人力資本、風險管理策略、顧客資本、結構資本與行銷策略;若綜合各構面之評估指標加以細觀,則前五大權重依序為主管能力、內控內稽制度、員工向心力、顧客貢獻度、風險評估。另外,本研究依照金控構成之銀行(含票券)、保險、證券等不同屬性加以比較,發現以銀行主體之金控最重視人力資本;以證券為主體金控最重視風險管理策略;以保險主體之金控最重視顧客資本,是故本研究建議金控決策者不妨多重視主管能力之培育、落實內控內稽制度之執行,並強化與顧客之互動關係。 |
英文摘要 | Past researches on performance of financial holding company in Taiwan laid emphasis on case study or uni-dimensional discussion of financial holding companies' scale efficiency, risk monitoring or firewall mechanism, but relatively ignored that financial holding inhere came from intellectual capital emanated from human capital, structural capital and customer capital, which in turn underestimated the real manipulators backstage on operational performance. Moreover, financial holding companies alleging cross sales as well as one stop shopping for consumers could facilitate resource using and operational performance by functioning marketing strategy of best commodity portfolio, pertinent pricing, channel configuration, promotion and omni-bearing service. Besides, only focusing on risk managerial strategies such as internal audition system, risk assessment system and firewell mechanism could financial holding companies abate uncertainty and in turn promote the operational performance, though diversified financial holding companies combining business of banking, insurance, stock could relatively raise risks of overall system and related subunit business. In consequence, this study went along with experts interview and adoption of AHP to build a framework with intellectual capital, marketing strategy and risk management as independent variables and operational performance of financial holding company as dependent variable. This study applied positive reciprocal matrix of AHP and consistency examination to verified 10 valid questionnaires collected by interviewing 14 spokesman of financial holding companies and mailing questionnaire. The results found that the main dimensions of financial holding companies' operational performance in Taiwan were human capital, risk management strategy, customer capital, structural capital and marketing strategy due to weight priority. In particular, priority of the first 5 estimating index for each dimension would be capability of directors, internal auditing mechanism, cohesiveness among employees, contribution by customers, and risk estimation. In addition, this study juxtaposed various attributes of banking, insurance, stocks that made financial holding and found those viewing banking as the main valued human capital most, those viewing stock as the main valued risk management most, and those viewing insurance as the main valued customer capital most. As a result, decision makers in financial holding companies were suggested to emphasize on the breeding of directors' capability, fulfill implement of internal auditing system and reinforce the interactive relationship with customers. |
本系統中英文摘要資訊取自各篇刊載內容。