| 摘要: | 兩岸於2013年6月簽署的服務貿易協議有助於加快臺灣銀行業者進軍中國市場，拓展業務版圖。鑒於目前臺灣金融市場獲利微薄且競爭激烈，臺資銀行進軍中國市場已成為迫在眉梢的最主要任務。
本研究採用文獻分析法，首先探討陸資銀行經營概況，其次分析臺資銀行在兩岸簽署服務貿易協議後，佈局中國之經營策略影響為何。研究中以個案H銀行為例，探討H銀行如何在中國市場佈局之經營策略，並以SWOT分析H銀行在中國市場中的優勢、劣勢、機會與威脅，最後提出相關結論與建議，供個案銀行做為修正及制定經營策略之方向。
本研究發現，中國市場目前有經濟成長走緩，企業獲利下滑，產業產能過剩、房地產泡沫、地方債及影子銀行等結構性風險，但仍處於黃金時期，臺資銀行若能藉由服務貿易協議加速進軍中國市場，利用各項優惠措施加強佈局，將會增加臺資銀行長期之競爭力。而設立福建省異地支行、村鎮銀行、子行與參股陸資銀行等都是佈局選項之一，臺資銀行業者需考量風險控管、整合資源並快速應變、配合政策開放加速佈局、強化培育金融專業人才並規劃以子行型態永續經營中國市場，才能創造最大利益。
The CSSTA, a follow-up treaty to the 2010 Economic Cooperation Framework Agreement, is signed in June 2013 and helps to facilitate Taiwanese banks setting up footholds in China. Due to the ever competitive financial market in Taiwan, it is now an imperative task for Taiwanese banks to enter the mainland Chinese market.
This study utilizes documentary analysis, first discussing an overview of Chinese domestic banks, then analyzing the impact of CSSTA on the operational strategies of Taiwanese banks in the mainland Chinese market. In the study, the author conducts a case study of H bank, examining its market strategies in China, as well as a SWOT analysis of its advantages, disadvantages, opportunities and threats in China. The study also provides suggestions for H bank to fine-tune its strategy decision.
The study has found that China is now facing structural risks of economic slowdown, corporate profits on the decline, excess capacity, real estate bubble, and financial risks created by local government bonds and shadow banking system, but China’s financial industry is also in a golden era of strong growth. If Taiwanese banks can expand its current exposure to mainland China with the help of CSSTA, the long term competitiveness of Taiwanese banks will surely increase. In order to make the most profit, Taiwanese banks need to take risk management into consideration, make the best of all available resources, make quick response to the ever-changing financial environments, strengthen the cultivation of financial professionals and maintains long-lasting operations in China through subsidiaries. |
