1

4A180901

11SWOT4P

25019922001

3

4

5 ()

()

()

6 1961 1987 1988 1992

7 1993 1995 1997 1998 2001

8 2002 2005

9 200475% 2005()

10 2008

11 20086 2009

12 201280% 2014

13SWOT(Strength)

14SWOT(Weakness)

15SWOT(Opportunity)

16SWOT(Threat)15

1715

201318

19194PProductPrice

204PPlacePromotion

2115

22(2012)http://zh.wikipedia.org/zhtw/%E5%AF%8C%E9%82%A6%E9%87%91%E8%9E%8D%E6%8E%A7%E8%82%A1%E5%85%AC%E5%8F%B8 http://zh.wikipedia.org/zhtw/%E5%AF%8C%E9%82%A6%E9%9B%86%E5%9C%98 http://zh.wikipedia.org/zhtw/%E8%8F%AF%E4%B8%80%E9%8A%80%E8%A1%8C http://zh.wikipedia.org/wiki/%E6%B8%AF%E5%9F%BA%E9%8A%80%E8%A1%8C https://tw.images.search.yahoo.com/search/images;_ylt=A8tUwZDKkWtT1hoAKMlr1gt.?p=%E8%94%A1%E8%90%AC%E6%89%8D&fr=yfp-s&fr2=piv-web https://tw.images.search.yahoo.com/search/images;_ylt=A8tUwZDxAHJTRX4AoHhr1gt.?p=%E5%AF%8C%E9%82%A6%E7%8D%B2%E5%88%A9%E7%8E%8B&fr=yfp-s&fr2=piv-web

23https://www.fubon.com/financial/financial_about/000financial_about_06.htm#01https://tw.images.search.yahoo.com/search/images;_ylt=A8tUwZjlHXNT6icAPGtr1gt.?p=%E5%AF%8C%E9%82%A6%E7%A7%81%E4%BA%BA%E9%8A%80%E8%A1%8C&fr=yfp-s&fr2=piv-webhttp://www.bing.com/images/search?q=ING%E5%AE%89%E6%B3%B0%E4%BA%BA%E5%A3%BD&qs=n&form=QBIR&pq=%E5%AF%8Cing%E5%AE%89%E6%B3%B0%E4%BA%BA%E5%A3%BD&sc=0-9&sp=-1&sk=http://dolag.pixnet.net/blog/post/92952286 https://www.fubon.com/bank/creditcard/Linefriends/Linefriends.html?b=indexbanner&oid=digitallifecardhttp://money.udn.com/mag/report/storypage.jsp?f_ART_ID=281363

24https://tw.images.search.yahoo.com/search/images;_ylt=A8tUwYGRD3JToAYA4tRr1gt.?p=%E6%B6%88%E8%B2%BB%E8%80%85%E7%94%9F%E7%94%A2%E8%80%85+&fr=yfp&fr2=piv-webhttps://tw.images.search.yahoo.com/search/images;_ylt=A8tUwZD3CnJTY14A_m1r1gt.?p=%E5%AF%8C%E9%82%A6%E9%87%91%E6%8E%A7&fr=yfp&fr2=piv-webhttps://www.fubon.com/financial/home/index.htmhttp://www.corpasia.net/taiwan/2882/irwebsite_c/http://www.megaholdings.com.tw/contents_1024/default.asphttp://www.chinatrustgroup.com.tw/http://www.yuanta.com/twhttp://www.hnfhc.com.tw/index.shtmlhttps://tw.images.search.yahoo.com/search/images;_ylt=A8tUwYUxH3JTFUEAglxr1gt.?p=%E5%AF%8C%E9%82%A6%E9%87%91%E6%8E%A7&fr=yfp&fr2=piv-web

25http://www.firstholding.com.tw/tw/index.htmhttp://www.tcfhc.com.tw/Pages/index.aspxhttp://www.cdibh.com/chhtml/indexhttp://www.sinopac.com/http://www.taishinholdings.com.tw/http://www.esunfhc.com.tw/http://www.skfh.com.tw/tw/default.aspxhttp://www.waterland-fin.com.tw/http://www.16888.com.tw/https://www.sc.com/tw/https://tw.images.search.yahoo.com/search/images;_ylt=A8tUwYitNnNTlEsAP.xr1gt.?p=%E8%8A%B1%E6%97%97&fr=yfp&fr2=piv-web

26