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    Title: 中國大陸臺資銀行擴張企業金融業務策略之分析 : 以H銀行在深圳地區為例
    Other Titles: The strategic analysis of Taiwanese banks to expand the business of corporation finance in China : a case study on H bank in ShenZhen
    Authors: 邱致芬;Chiu, Chih-Fen
    Contributors: 淡江大學國際企業學系碩士在職專班
    林志鴻;Horng, Dr. Lin, Jyh
    Keywords: 中國大陸;臺資銀行;深圳;企業金融;使命陳述;策略形成;China;Taiwanese Bank;Shenzhen;Corporation Finance;Mission Statement;Strategy Formulation
    Date: 2011
    Issue Date: 2011-12-28 17:51:15 (UTC+8)
    Abstract: 近年來隨著臺商赴中國大陸投資增加,企業對於融資需求成長,因此,也為臺灣銀行業帶來龐大商機,而在兩岸政府積極推動交流事務之下,2009年及2010年完成簽署「兩岸金融監理合作瞭解備忘錄」(MOU)與「兩岸經濟合作架構協議」(ECFA),個案銀行藉由本次機會將原本於深圳設立多年的辦事處申請升格為分行。而本研究係探討該銀行在中國大陸深圳地區如何擴大企金市占率,及其應擬定之最適策略與策略執行。

    本文以H銀行為個案研究對象,以Lin and Pao(2004)之理論架構分析來探討H銀行競爭策略形成要素,以H銀行使命陳述為宗旨,透過7S模式評析該企業之內部環境、以五力模型探討該企業所處產業環境之現況、再藉由PESTEL模型分析總體環境變化下所能爭取之機會,據此形成最適策略,並執行特定策略,以達成該企業之最終目標。

    H銀行是一家其授信結構以企業金融業務為主的銀行,在甫進入深圳地區經營分行業務之際,其面臨企金業務市場經營的競爭下,結論是H銀行應擴大企金人員編制,由擴展企金業務量之執行,進而達成深圳地區企金業務市占第一的使命,藉以提昇營收規模,並充實挑戰新市場的經營能力。
    With the increasing investment in mainland China, the Taiwan corporations in Mainland have more and more need for finance; therefore, it brings lots of opportunity to the Taiwan financial industry. Especially, through the aggressive interaction, the Cross-strait governments sign The Memorandum of Understanding(MOU) and Economic Cooperation Framework Agreement (ECFA) in 2009 and 2010. The case bank-BANK H- upgrade the Shenzhen affair office to the Shenzhen branch by grasping the golden opportunity. The motivation and purpose of this research is to discuss how the case bank expand market rate of the business finance in Shenzhen and what the case bank should develop and execute the most suitable strategy.

    In this research, Bank H is the case study object, by using Lin and Pao (2004) analysis of theoretical framework to investigate the elements of competitive strategy formation, to evaluate the strengths and weakness of bank H’s internal environment by 7S model, to analyze the external industry environment of bank H through Five Forces, and to investigate the impacts and opportunities of macro environment by PESTEL model. According to the study that mentioned above, find and execute the best suitable strategy in order to fulfill the corporate mission.

    Bank H, as a commercial bank, focus on the business of corporation finance in its industry operation. As H bank upgrade Shenzhen office to the Shenzhen branch, H bank, enter to a new market and face the pressure and competitions from the other financial industry. The conclusion is that H bank should recruit more corporation finance officials to expand its finance business in order to dominate the corporation finance in Shenzhen and then increase its revenue and competitions to challenge new market.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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