本研究以 T 銀行為個案研究對象，以 Lin and Pao (2004)之理論架構分析來探討 T 銀行競爭策略形成要素，由 7S 模式分析個案銀行內部環境的優勢與劣勢，再以五力模型分析其產業環境的機會與威脅，再藉由 PESTEL 模型來評估總體環境對其影響，最後透過對其內部、產業及總體環境作整體分析，探討個案銀行進軍大陸的優勢策略與形成要素。 T銀行為公營行庫須配合各項政府政策來擬定策略，進軍立大陸地區據點，可掌握台商在兩岸之整體營運情形、資金流向與信用變化狀況；可符合政策及服務客戶，又可確保授信債權，且開創商機。符合立足台灣，開拓大陸市場的要旨。 With openness to the public and economic development of China, Taiwanese businessmen have long deep ploughed the Chinese market. High efficiency made the bankers of Taiwan have confidence in broadening the broad market of China. Signature of ECFA and MOU after 2009 enabled Taiwan to establish new juncture of financial situation. As far as the industry feature is concerned, competitiveness of the financial industry cross strait is apparently weaker than that of other industries and even foreign bankers. Under a new situation of ECFA, it will be a situation which both China and Taiwan are pleased to see to establish common cooperation mechanism to create a win-win result via mutual cooperation. The financial industry is to operate in compliance with financial specification. However, development of financial surveillance cross strait is different on account of history background and financial organization. The study makes a relevant exploration of the financial surveillance system and background cross strait and makes a comparison and analysis of every different and common point. The study conducts a research and makes an exploration of niche and weakness of the market strategy able to develop under different financial backgrounds and economic situations. The study adopts T Bank as case study object. The study explores the competition strategy formulation element of T Bank with theoretical framework analysis presented by Lin and Pao (2004) and analyzes advantage and disadvantage of case bank internal environment with 7S model. Then, the study analyzes opportunity and threat of industry environment with five force model and evaluates influence of macro environment on it with PESTEL model. Finally, the study makes an overall analysis via internal, industry and macro environment to explore advantage strategy and formulation element that a case bank marches toward China. T Bank is a public bank. It must be in harmony with every government policy to develop a strategy. Marching toward China fortified point, it can take control of the overall operation condition, capital flow direction and credit change situation of Taiwan businessmen cross strait. It can accord with policy and serve customers, ensure credit obligation and create a commercial opportunity. T Bank accords with the theme of being rooted in Taiwan and broadening the Asia-Pacific market.
