在台灣證券市場 30 年排名始終於前五大的群益金鼎證券股份有限公司（Capital Securities Corporation）經營穩健，卻在近幾年不斷地接到客戶及員工反應：金控銀行透過客戶交割款的銀行劃撥帳戶的個人資料打擾客戶，而公司內部資料亦顯示有客戶流失的情況。群益證券經紀部的馬家驩執行副總決定全面實施一戶通分戶帳，但面臨了員工態度不積極，客戶藉口拒絕配合使用的狀況。在這樣的情況下，馬家驩執行副總要如何激勵員工、引導客戶，就成了最大的考驗。
本個案論文旨在討論：當企業面臨外來的威脅時，領導者該如何透過組織變革，成功說服員工，引導客戶接受公司改變的契機。
本個案論文所探討的問題包括：通過馬執行副總在推行一戶通的過程中，討論企業領導者如何進行變革決策，變革的根據為何，又如何面對及突破阻礙，以期進行經營模式變革上的建議。

Capital Securities Corporation has been steadily in the top five corporations of the Taiwan securities market for 30 years. Yet during recent years, more and more banks have been using personal information of Capital customers, which they get when Capital customers open accounts for securities in certain banks due to Taiwan regulations, trying to steal away hard-earned customers. And according to company data, the banks are winning. Under these circumstances, Executive Vice President of the brokerage department C.H. Ma has decided to develop a whole new system where customers can keep their savings and assets directly through Capital networks, but employees have been reluctant to promote this product, and customers are still turning away. How to inspire employees, persuade customers, and turn this product into the first stairway to success is his biggest challenge.
This case study aims to discuss when corporations are facing outside threats, how leaders should turn threat into opportunity through organizational change and communication with employees and customers.
Main points discussed in this case study include: through the promotion of Capital Go+, why and how can a leader make the right decision to transform the company, how to face the hardships and setbacks in the organizational changing process, and how to review and alter your own organization operation.

今週刊，分眾行銷策略戰勝市場黑天鵝，https://www.businesstoday.com.tw/article/category/80392/post/201905230018/
臺灣股票博物館，https://www.stockmuseum.com.tw/
群益金融網，https://www.capital.com.tw/
台灣證券交易所，https://www.twse.com.tw/zh/