The application of SWaS channel business strategies in the securities industry
Date Issued
2014
Date
2014
Author(s)
Lin, Chin-Huei
Abstract
In the financial industry, Channel operation is the most important and most costly input of revenue. However, the functions of traditional Channel on the transaction, account inquiry were gradually replaced by the internet services. This research on the "store within a store", which can be the securities company''s business strategy. The channel could be reduced operating costs and improved service value.
"Store within a store" means retailers provide the operating spaces for manufacturers as retail outlets and take some charge. There are three relationships existing between retailers and manufacturers usually: retailer-resell(RR) mode, Store-within-Store(SS) mode and (RS) mode which mixed the previous two modes. When the products have high service cost and low substitutability, applying the SS mode would be more value-competitive. The level of substitutability is the key of designing strategy.
This research studies the SS mode through expanding new retail outlets, interval management and sale dimension while analyzes the difference among store owners and compares Store-within-Stores’ resource superiority complementarily. Moreover, it explores the innovation values produced by securities companies when they build the store-within-a-store in strong-brand banks. The values include decreasing Channel operating cost, building mesh and customer-friendly channel networking, leveraging the banks’ resource superiority and combining banks’ brand to upgrade the securities’ brand value. In addition to increase the banks’ value, beside Cross-Selling, One Stop Shopping, it could also decrease the service cost for e-commerce platform and create e-finance serviceability performance.
Peter Drucker had said,” Modern enterprise competition is not products but business models.” Therefore, the research concludes that the securities physical Channel developing strategy responding digital trending and cross-field operating ages are:
1. Developing the branches as the area headquarters and setting the store-within-store in strong-brand banks channels.
2. Transferring the physical channel into products consulting, experience service and customized total solution functions.
3. Increasing the employees’ 3C equipments using abilities and the diverse financial products applying professional ability.
Through the research of analysis in “Store-within-a-Store” mode and the application of securities field, I hope this research could contribute and inspire the securities industry which is worst affected by e-finance to their physical channel business modes.
Subjects
店中店
通路
證券商
Type
thesis
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