IMBA個案》The Vision of Fubon 富邦的願景

■ 朱淑宜、戴安立、韓德瑞、湯彼得、范虎光（政治大學IMBA學生）張力元（政治大學IMBA兼任教授）
Modern customer centered service means that in addition to serving customers, first market movers must excel in serving their employees, their investors, the public, and the global community. Big companies value their brand but also recognize that equity is derived from those they serve.
The Tsai family, with roots in Miaoli, began their success with a small vinegar and soy sauce factory. Four brothers, applying good business sense and pragmatism, expanded the humble enterprise to the present day Fubon and Cathay Financial Holding companies. Tsai Wan-tsai, the youngest of the four brothers, built Fubon into a diversified financial group and then turned over the management to his well educated sons. Richard Tsai graduated with an MBA from New York University in 1981 and gained international banking experience with Bankers Trust Corporation in New York. Daniel Tsai received a law degree from Georgetown University in 1979 and worked in New York at Tokyo Marine and Fire Insurance Company. They are currently managing Fubon Financial Holding Company (FHC), a major global conglomerate that includes banks, property and casualty, life insurance and securities as its subsidiaries.
Fubon FHC serves more than 5.8 million customers through a combined distribution network of nearly 330 branches and representatives offices, 585 ATMs and more than 9,000 sales and marketing representatives. Fubon pioneered the formation of financial holding companies in Taiwan and together with its subsidiaries is a leading Asian financial service group. Formed on December 19, 2001 under the Republic of China Financial Holding Company Act, FHC was the first holding company to be listed on the Taiwan stock exchange. A year later, it became the first listed company which brought the independent director system into practice and was the first financial institution to implement an independent supervisor system. Fubon FHC provides financial products and services under a horizontal management structure but is transitioning towards a matrix organization to facilitate communications and first mover market plays. The subsidiaries of Fubon Holdings include Taipei Fubon Bank, International Bank of Asia, Fubon Insurance, Fubon Life, Fubon Securities, Fubon Asset Management, Fubon Direct Marketing, and Fubon Venture Capital:
Taipei Fubon Bank
Fubon Commercial Bank was established after Cathay insurance restructuring process in April 1992. Since its inception, this bank has grown into one of the most profitable banks in Taiwan. Proactive marketing strategies and innovative product offerings have helped Fubon Bank increase the number of credit cards issued across Taiwan and currently it is ranked among the best banks in terms of customer satisfaction. Taipei Bank was founded in April 1969 by the Taipei City Government and is a market leader in Taipei commercial banking. As Taiwan 10th largest bank with 84 branches, sub-branches and representative offices, Taipei Bank has merged with Fubon Commercial Bank. Fubon FHC committed in 2005 to a 2 year large scale integration program to achieve a one bank and customer centered business.
International Bank of Asia was acquired on September 8th, 2003, when Arab Banking Corporation signed an agreement with Fubon FHC to tender ABC 55% share. The deal marked the first bank acquisition in Hong Kong by a Taiwan firm.
Fubon Insurance, founded in April 1961, is one of Taiwan oldest private property and casualty insurers and the market leader in key products lines including retail and commercial automobile, fire, casualty, marine cargo and engineering insurance.
Fubon Life, founded in July 1993, is Taiwan largest of eight life insurance companies established after the liberalization of the life insurance industry in Taiwan in the early 1990s.
Fubon Securities, established in September 1988, offers a comprehensive range of brokerage, underwriting and investment services to its customers and engages in principal trading for its own account.
Fubon Asset Management, founded in September 1992, was formerly known as Fubon Securities Investment Trust Co. Ltd. And is one of Taiwan leading fund management companies.
Fubon Direct Marketing Consulting and Fubon Financial Holding Venture Capital are another two strategically planned subsidiaries of the group, founded in 1997 and 2003 respectively.
現代的「顧客導向服務」意指除客戶外，市場先行者也能為所有企業關係人提供優良的服務。重視品牌價值的企業，也認同價值的產生，來自所服務的人。
根源苗栗的蔡家，以製油工廠起家，在蔡家四兄弟善用他們的商業手腕和創見下，擴充成今日的國泰和富邦金融控股集團。
最年幼的蔡萬才建立了多角化經營的富邦集團，並傳承他的管理長才給兩個兒子：45歲的蔡明興（Richard Tsai）擁有紐約大學企管碩士學位，曾任職紐約美商信孚銀行（Bankers Trust Corporation）；47歲的蔡明忠（Daniel Tsai）擁有喬治城大學法律學位，曾在紐約的東京海上火災保險株式會社任職。他們目前所經營的富邦金融控股公司，是結合銀行、產險、壽險、證券等的國際金融集團。
富邦金控透過互連的集團作業網絡來服務580多萬名客戶，且首開台灣金控公司先河，形成亞洲金融服務業的領導品牌。2001年12月9日，富邦金控根據台灣金融控股法成立，是首家掛牌上市的金控公司，也最先引入獨立董監制度。富邦透過水平式的組織管理，提供消費者各式金融產品及服務，但也逐漸朝向矩陣式組織運作，加強和消費者的連結並掌握市場優勢。富邦金控的成員包括台北富邦銀行、富邦銀行(香港)有限公司（International Bank of Asia，原港基國際銀行）富邦產險、富邦人壽、富邦證券、富邦投信、富邦直效行銷，以及富邦創投。
台北富邦銀行
富邦銀行於1992年4月，在國泰產物保險公司改組後成立，是台灣最獲利最高的銀行之一。透過創新的行銷策略和產品服務，大幅提升信用卡發卡數量，也是顧客滿意度最高的銀行。台北銀行於1969年4月由台北市政府成立，是台北市金融業界龍頭，規模居全台第十大銀行之位。富邦金控在2005年時承諾要在兩年內完成兩個銀行的整併工作，成為落實顧客導向的企業。
富邦銀行(香港)有限公司於2003年9月8日和阿拉伯集團（Arab Banking Corporation）簽約，收購香港港基銀行55﹪的股權而來。富邦成為首家併購香港銀行的台灣金融業者。
富邦產物保險公司於1961年4月成立，是台灣第一家民營產物保險公司，且在個人及企業的汽機車險、火險、產險、水險、工程險上，占台灣產險市場龍頭地位。
富邦人壽保險公司成立於1993年7月，在90年代初期開放壽險管制後成立，是目前的八家業者中規模最大者。
富邦證券於1988年9月成立，提供消費者委託下單、承銷、投資等服務，也從事自營交易。
富邦投信於1992年9月成立，前身是富邦證券信託投資公司。目前也是台灣名列前茅的投信公司之一。
富邦直效行銷顧問公司和富邦金控創業投資公司，分別於1997和2003年間，基於集團策略下成立。
【策略小辭典】多角化經營（Diversification）
多角化策略是企業成長的重要手段，因為舊有的核心能力與時推移，可能不再是獲利所在。為保持事業不墜，須從核心能力向其他領域發展，延伸出新的核心能耐，追求企業成長。
一般對多角化企業的認定，是要經營兩種以上的事業，然而依「事業」的性質，又可分成：集中在某大類產業類別內的多角化型態（「相關多角化」或「集中多角化」），以及跨足行業類別懸殊的「不相關多角化」或「集團多角化」。台灣企業的多角化多半以企業內的事業部組織型態來進行。
【個案解析】
【Discussion Question】
Fubon FHC is without a doubt a big company and an emerging global financial leader. Being big and being a leader, what exceptional capabilities does the company possess？
【Case Analysis】
‧Information Sharing: One of the challenges of financial holding companies is information sharing among subsidiaries, a difficult and challenging task to achieve as resources are shared across a range of operations. Information sharing underlies successful cross selling of products and services, analysis of customer information, and reduction of marketing cost.
‧Merger and Acquisition:Fubon Commercial Bank and Taipei Bank integration process involves building one team while using unified business processes and one system of operations. One system of operations means that marketing communications must be broadened and at the same time optimized to build an integrated and globally competitive team.
‧Integrated Marketing: Unlike Chinatrust and Taishin, Fubon market promotion focuses on quality, improved services, first mover products and services, target marketing, and information technology applications (CRM, data mining, direct mail and telemarketing). In addition to financial services, the Tsai family is building a TV shopping network linked to their product and service portfolio. They have allied with South Korea's third-largest TV shopping operator, Woori, to enhance market reach.
‧Position and Image: Fubon FHC sees brand building and positioning as an important element of profitability. Trustworthiness, sincerity, professionalism and innovativeness are promoted across all FHC subsidiaries as a means to leverage their brand image.
‧International Growth: Even though Fubon FHC is planning to increase their focus on the home market, they are aggressively pursuing overseas commercial expansion. Fubon FHC acquired the International Bank of Asia in Hong Kong 2002. Given the WTO-entry of China and the Closer Economic Partnership Agreement (CEPA) between Hong Kong and China, Fubon FHC is using Taiwan new financial laws and its first mover philosophy to realize international growth opportunities.
【問題討論】
富邦金控規模龐大，並逐步向世界金融服務領導者的方向邁進。這樣大型，且為市場領導者的企業，需具備何種能力才能有如此成就？
【個案分析】
‧資訊分享：金控公司的挑戰之一就是子公司之間的資訊共享。這是相當困難且棘手的工作，就如同資源在企業內部的分配一樣。需要良好的交叉行銷產品與服務的能力、分析顧客資訊，以及減少行銷成本。
‧購併：富邦銀行和台北銀行的整合過程中，必須統合成一個團隊，並且使用相同的作業程序及作業系統。如此便能夠延伸和顧客溝通的廣度，也有利於形成整合性高且具有國際競爭力的團隊。
‧整合行銷：和對手中國信託、台新銀行不同的是，富邦的行銷策略專注於品質、良好的服務、創新的產品和服務、目標行銷，以及善用資訊科技。蔡家正規劃設立電視購物頻道，連結既有的商品和服務。他們已和南韓的第三大電視購物業者Woori合作，提升市場接觸率。
‧定位和形象：富邦金控把建立品牌形象和品牌定位視為獲利的重要來源。誠信、親切、專業和創新廣為在集團內推廣，加深品牌形象。
‧跨國事業成長：雖然富邦金控計畫加深在台灣的布局，也積極的擴展海外金融事業版圖，如2002年收購香港的港基銀行。隨著中國大陸加入世貿組織，以及大陸與香港簽署的「更緊密經貿關係安排」（CEPA），富邦金控掌握台灣的新金融法規，以及一貫的市場先驅哲學，逐步實現布局全球的機會。
【2005/07/03 經濟日報】