台資銀行大陸市場投資策略之研究：面對MOU與ECFA的年代

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Title:	台資銀行大陸市場投資策略之研究：面對MOU與ECFA的年代
Authors:	姚政宏
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	台資銀行 Taiwanese Banks 大陸市場 China Market 投資策略 Investing Strategies MOU ECFA
Date:	2011
Issue Date:	2012-11-01 11:13:17 (UTC+8)
Abstract:	2009年兩岸簽署MOU，台資銀行取得參與大陸市場門票， 2010年兩岸簽署ECFA，將金融業放入早期收獲清單，並特別放寬「准入條件」後，台資銀行已可循設立子行、分行、參股中資銀行等進入模式，赴大陸市場設立據點與拓展業務。本研究經由次級資料蒐集、專家訪談與個案分析方式，探討目前兩岸金融法令、中國大陸的金融環境、台商在大陸之投資區域分布，期能達成探討台資銀行西進中國大陸市場之最適投資策略。經由專家訪談與個案研討，本研究所得之結論如下：一、受限於大陸法規與中資及外資銀行之競爭，台資銀行進軍中國大陸市場，初期均以台商為主要客群。二、台資銀行於大陸市場之進入模式，依循總行擬定之登陸目的、目標客戶與發展策略而有不同選擇，目前係以設立分行為主。三、現階段，台資銀行在大陸設立營業據點，以長三角經濟區之上海、江蘇為首選地點。四、台資銀行可善用ECFA早期收獲清單之「綠色通道」優惠，在區域內之政策重點發展地區設立營業據點，俾迅速拓展市場。 In 2009 the two sides signed the MOU, Taiwanese banks in the China market to obtain tickets. 2010, the two sides signed the ECFA, the financial industry into the early harvest list, and especially relaxation of the "access conditions", the Taiwanese banks have to follow established child behavior, branches, shares of Chinese banks and other entry modes, set up the mainland market base and expand their business. In this study, through secondary data collection, expert interviews and case study approach to explore the current cross-Strait financial laws, Mainland China's financial environment, Taiwan in China investment regional distribution, a view to reaching of Taiwanese banks west China market's best investments strategy. Through expert interviews and case studies, this study's conclusions were as follows: 1.Subject to regulations and the mainland Chinese and foreign bank competition, Taiwanese banks enter the China market, initially as the main customer group are Taiwanese. 2.Taiwanese banks in the China market entry mode, follow the head office of the land proposed goals, objectives and development strategy and customers have different options, the current system in order to establish a branch-based. 3.At this stage, Taiwanese banks to establish business presence in China, the Yangtze River Delta economic zone of Shanghai, Jiangsu, is the preferred location. 4.Taiwanese banks can take advantage of ECFA early harvest list of "green channel" preferential policies in the region's key development areas of the business base to serve the rapidly expanding market.
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