國內金融市場長期存在過度競爭，銀行業的服務內容同質性高，加上利差小，衝擊國內市場獲利表現。以目前金融市場狀況，銀行獲利要明顯提升的機會並不大，這迫使業者必須積極尋求經營商機。銀行除了提升自身的競爭力之外，如何提升客戶關係經營深化及內部組織的績效表現，將是決勝的關鍵。
本研究主要探討個案銀行－C銀行數十年所經營的財富管理市場，如何透過企業組織內客戶資源分享，以及部隊間彼此共營合作而開創新的獲利模式。本研究以競合的角度觀察其業務發展關鍵成功因素，個案銀行如何擬定其經營策略，利用其資源及優勢持續保持領先地位及優異的經營績效。為了增強部隊願意分享客戶資源移轉至新部隊，並由承接部隊加以經營，滿足客戶多重的金融需求，將使企業獲利目標之達成。
在C銀行的合作賽局中，銷售部隊及服務部隊本身即是一個聯盟，透過與客戶服務時，開口探詢客戶是否有理財需求，並將客戶的需求透過顧客關係管理系統轉介給銷售部隊。透過成功成交後的收益共享分潤機制，讓服務部隊及銷售部隊感到參加聯盟的收益高過不參加的收益時，部隊就會遵守組織策略，落實部隊間客戶共營機制。為促使合作更有效率，本研究發現C銀行的經營者瞭解部隊間合作，與其他產業異業合作特質相同，異業雙方在追求共同利益目標的同時，也存在平衡分配利益之風險。
因此C銀行的經營者透過建置公開透明的顧客管理系統及制定相關的配套措施來強化聯盟間的信任度，不但解決合作兩難的困境，也減少合作中的風險，讓部隊間找到合作賽局均衡解。

The financial market over-competitive for a long time, and the banking industry's service content is highly homogenous, the spread is small, which impacts the financial market's profit performance. In the current financial market, there is a little chances of a significant increase in bank profitability, which forces the industry to seek other business opportunities actively. Besides improving competitiveness, how to improve customer relationship management deeply and internal organizations performance will be the key to winning.
This study case C-Bank which concentrated wealth management market operating decades. How to create a new profit model through sharing customer resources to different business units. This study find out key success factors of business units from a competitive perspective. Case C-Bank formulated business strategies and used resources and advantages to maintain their leading position and excellent performance. In order to enhance the willingness of department to share and transfer customer resources to another department, and to meet customers' multiple financial needs, then achieve company profitability goal.
In the cooperative game of C-Bank, the sales force and service force are an alliance. When service connect with customer inquire whether has financial needs then through customer relationship management system transfer to sales force. Through successful revenue sharing mechanism, the service force and sales force understood that if the benefits of participating in the alliance are higher than the benefits of non-participation, the department will abide organizational strategy and customer sharing mechanism. In order to promote cooperation more efficient, this research found that the operators of C-Bank understood cooperation between forces is important, it is the same with other industries. When the two parties pursue goal of common interests, they also have the risk of balancing distribution of interests.
Therefore, the operators of C-Bank strengthen the trust between the alliances by establishing customer management and establishing relevant supporting measures. To maintain two primary conditions of the cooperative game, fair reward system and open customer management system to reduce the chance of misunderstanding between departments, not only solve the dilemma of cooperation, but also reduce the risk in cooperation, so that the department can find a balanced solution for the cooperative game.

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