台灣金融業進入大陸模式探討-以國泰金控及富邦金控為例

中國大陸於1979年開放經濟特區後，大量外資進入中國開拓商機，銀行業亦追隨客戶逐步進入中國，而前外資銀行在中國逐漸拓展務後，台資銀行亦思進大陸市場尋求發展之契機；本論文即以當前台灣銀行業為主題，針對本議題加以探討分析、探討其在面對與前進中國市場時，可能產生的問題及困境。全文透過文獻探討及實務訪談經驗，加以整理評析，並提出個人見解及建議之方法。隨著政府正式開放台灣民眾前往大陸，以及中國政府搬出多項利多施，台商前往中國投資現象有增無減，目前中國依然是台灣對外貿易的主要區，也隨ECFA(Economic Cooperation Framework Agreement )。及MOU（Memorandum of Understanding）之簽署使兩岸經貿關更形密切。大陸不僅是台灣最主要的貿易伙伴，更佔我國海外投資過半以上之比重，形成嚴重的貿易依存度，據此台商在投資的過程中仍有資金的求，故台灣的銀行業至對岸服務廣大的台商客群確有其必要性。　　本研究結果發現，台灣銀行業進入大陸的發展策略方式可為下列幾種模式：1.採子行或分行；2.與中資銀行或境內外商銀進行策略聯盟或業務合作；3.入股具互補性的城市商業銀行；4.經第三地投資如循港澳 CEPA 途徑；5.結合外國銀行登陸；6.結合台灣同業登陸；7.發展電子網路銀行；8.建立綿密通匯管道；9.採取本土化暨國際化經營策略。不論台灣金融業透過以上何種方式進入大陸市場經營金融服務業皆渴望達到雙贏的策略。

關鍵字

WTO ； CEPA ； ECFA

並列摘要

Since China expedited its economic reform in 1979, a great number of foreign capital has entered into China seeking business opportunities. The banking industry also has come after its customers entering the market. After former foreign banks have gradually expanded their business in China, the Taiwan-funded banks also have been seeking development opportunities in the market. This thesis is mainly focused on exploring and analyzing potential issues which, may incur from that the modern-day Taiwanese banking industry enters into China market. Full context is completed with literature reviews and field interviews, and through well-arrangement and assessment, personal views and solutions are then posited. As the government allowed people of Taiwan to enter the mainland, and meanwhile, the Chinese government released a number of measures to benefit Taiwan businessmen investing in China, the number of the Taiwanese businessmen entering China has kept increasing. For now, China's still outstands as major foreign trade zone for Taiwan. Moreover, with the ECFA (Economic Cooperation Framework Agreement) and the MOU (Memorandum of Understanding) have been mutually signed, the cross-strait relation now becomes even closer. China is nowadays not only the most important trading partner for Taiwan, it also accounts for more than half of the overseas investment figure for Taiwan, forming a serious issue about the trade dependence. Whereas Taiwan businessmen still need financial support for investment in China, it is necessary for Taiwan banking industry entering in China for satisfying the customers and expanding its service. Results of this research have shown that while Taiwan's banking industry entered in China, there are several measures of strategy-development models as the following: 1. Using branches or affiliated banks; 2. Using strategic alliance or business cooperation with Chinese-funded banks or in-bound foreign banks; 3. Buying shares of complementary city commercial banks; 4. Via the third place investment channels, such as following CEPA models like Hong Kong and Macao ; 5. To ally with foreign banks to enter China;6. To ally with the peer Taiwanese industry to enter China;7. To reinforce the electronic Internet banking;8. To set up the dense remittance channels;9. to take localization and globalization as business strategies. Regardless of what above-mention measures that Taiwan banking industry may take to enter China for running banking services, nevertheless they are eager to achieve a strategy of the win-win situation.