楊朝成臺灣大學：財務金融學研究所蕭人琬Hsiao, Jen-WanJen-WanHsiao2007-11-282018-07-092007-11-282018-07-092007http://ntur.lib.ntu.edu.tw//handle/246246/60627我國銀行業雖然94年底受到「雙卡風暴」衝擊，獲利遭受擠壓，但由於消費性貸款業務風險分散的特性且金融市場必須平衡發展，消費性貸款仍為未來推動金融服務需求及銀行獲利成長的主力業務。 本研究係以銀行消費性貸款業務為重心，對於本項業務之企劃、定價、作業管理、行銷、風險管理、客戶服務管理及績效評估等深入探討並提出業務競爭及成長策略。茲將面對當前成熟且飽和的消費金融市場，針對銀行推展消費性貸款業務，本研究之主要結論擇要簡述如下： 一、 強化品牌形象，爭取消費者的認同並創造企業價值。 二、 以客戶為中心的經營理念，量身訂製客製化之金融商品及服務，持續研發創新以建立差異化之競爭優勢。 三、 善用顧客資料庫資源，交叉行銷多元化之金融商品，以擴大並深耕客戶基礎。 四、 加強信用風險管理，落實風險定價觀念，建立完整的信用風險評估機制及控管能力，以消除「資訊不對稱」的差距，降低「逆選擇」的現象。 五、 利用資訊科技通路有效率地拓展業務，降低經營成本。 六、 發展消費性貸款業務，應培養專長的領域，避免一窩蜂地盲目追逐市場，專注於利基型特定商品之交叉銷售以提升綜效。Although the banking industry of our country suffered great losses by the “double card storm” in 2005 year end, owing to the risk dispersion character of consumer loans and the financial market should keep balanced development, the consumer loans will still be the indispensable mainstream business to motivate future banking profit growth and service demands. The thesis is focused on banking consumer loan business, not only aiming at the thorough discussions of the planning, pricing, operation, marketing, risk and service management and performance evaluation but also proposing competition and growth strategies . Confronted by the current both mature and saturated consumer banking market, the main conclusions of the thesis to promote consumer loans are abstracted as follows: 1.Strengthen brand image and acquire the recognition and acceptance of customers to create business value. 2.Using customer-centric principles to tailor-made customized financial products and services. Innovating continuously to establish differential competition advantages. 3.Taking good advantage of customers’ database information resources to cross-sell diversified financial commodities so as to enlarge and cultivate clients’ foundation. 4.Enhancing credit risk management and adopting practicable risk pricing concepts to set up complete credit risk evaluation mechanism to upgrade the ability of control in order to eliminate asymmetric information gap and lower adverse selection phenomenon. 5.Utilizing information technology channels to explore relevant consumer loan business to cut down operation costs. 6.Trying to cultivate specialized territories in developing consumer loan business, not chasing the market as a swarm of hornets. Focusing on the cross-selling of special profitable products to promote synergy.目 錄 口試委員審定書 中文摘要 英文摘要 第一章 緒論..............................................1 第一節 研究背景........................................1 第二節 研究動機與目的..................................2 第三節 研究架構........................................2 第二章　文獻探討.........................................4 第一節　消費者貸款.......................................4 第二節　我國消費者貸款業務之演進.........................6 第三節　花旗銀行消費金融業務在台灣成功因素之探討.........9 第四節　我國消費性貸款問題的主要形成因素................19 第五節　我國消費者貸款之現況分析........................20 第六節　我國消費性貸款業務之發展趨勢....................22 第三章　消費性貸款業務之探討............................24 第一節　消費性貸款業務之企劃............................24 第二節　消費性貸款業務之定價............................25 第三節　消費性貸款業務之作業管理........................32 第四節　消費性貸款業務之行銷............................34 第五節　消費性貸款業務之風險管理........................45 第六節　消費性貸款業務之客戶服務管理....................62 第七節　消費性貸款業務之績效評估........................66 第四章　消費性貸款業務之競爭及成長策略..................68 第一節　消費性貸款業務之競爭策略........................68 第二節　消費性貸款業務之成長策略........................71 第五章　結論與建議......................................74 第一節　結論............................................74 第二節　建議............................................75 參考文獻 ...............................................77636340 bytesapplication/pdfen-US雙卡風暴、差異化、競爭優勢、交叉行銷、資訊不 對稱、逆選擇、綜效double-card stormdifferentialcompetition advantagecross-sellingasymmetric informationadverse selectionsynergythesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/60627/1/ntu-96-P94745002-1.pdf