臺灣地區公營行庫大陸市場之進入策略探討 : 以T銀行為例

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Title:	臺灣地區公營行庫大陸市場之進入策略探討 : 以T銀行為例
Other Titles:	The strategic analysis of state-owned banks in Taiwan entering Mainland China : a case study on bank T 台灣地區公營行庫大陸市場之進入策略探討 : 以T銀行為例
Authors:	謝文龍;Shieh, Wen-Lung
Contributors:	淡江大學國際企業學系碩士在職專班林志鴻;賴錦璋
Keywords:	公營行庫;大陸市場;使命陳述;策略形成;Public Bank;Market of China;Mission Statement;Strategy Formulation
Date:	2012
Issue Date:	2013-04-13 10:57:42 (UTC+8)
Abstract:	大陸的開放與經濟發展，台商長期深耕大陸市場，台灣銀行業者的高效率，都使台灣的銀行業者有信心開拓大陸廣大的市場，2009年後EFCA與MOU的簽訂，讓台灣的金融局勢建立新的契機。就產業特性而言，兩岸的金融業，相較於其他產業，甚至是外商金融業者，其競爭力明顯弱勢。故在ECFA的新局下，透過彼此合作，建立共同的合作機制來造就雙贏的結果，將是兩岸都樂於見到的局面。金融業的特性是在符合金融規範下運作，然而兩岸金融監理的發展，因歷史背景與金融體制的不同，本研究針對兩岸的金融監理制度與背景作相關探討，並對各項異同點作比較分析，不同金融背景與經濟局勢下，所能開發的市場策略之利基點與弱勢之處，進行研究與探討。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.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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