The Business Strategy of Fubon

• Main Authors: Keng-Hung Lin, 林耕弘
• Other Authors: 郭瑞祥
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/r8k9fh

碩士 === 國立臺灣大學 === 商學研究所 === 105 === Fubon is one of the most famous business group in Taiwan, known as its finance business. Cathay Insurance Co., Ltd., the predecessor of Fubon Insurance, is founded in 1961, launching the Fubon Group on its path to prosperity. After Fubon Insurance took over the top spot in Taiwan’s property and casualty insurance market in 1982, Fubon Securities Services Co., Ltd, Fubon Commercial Bank Co., Ltd., and Fubon Life Insurance Co., Ltd., were gradually founded. While Fubon went public on the main board of Taiwan Stock Exchange, it became the first financial holding company to be incorporated in Taiwan. So far Fubon has grown into one of the largest business group, and has expanded it market size in finance, telecom, entertainment, and construction field through series of M&A, strategic alliance, diversification and globalization. At the end of 2016, Fubon Financial Holdings, the core company in Fubon Group, reported net income of NT$48.421 billion, with EPS of NT$4.73, the highest amongst all financial holding companies in Taiwan for the eighth consecutive year. This research firstly focused on analysis of finance and telecom industry by Porter (1980) Five Forces Theory, and chronologically divided into three stages. Secondly, it defined Fubon ’s strategies, resources and capabilities in every stages. Besides, this research analyzed the evolution of Fubon ’s strategy and the deployment of related activities by Ansoff Matrix. Finally, this research analyzes core companies’ strategies in Fubon Group using BCG Matrix and concluded how to face challenge in global expansion and growth strategy for Fubon.