因應大陸銀行業登台後台灣銀行業經營策略之研究

本研究主要探討台灣銀行業面對大陸銀行業來台設立後之經營策略，並利用文獻探討、專家訪談及問卷調查方式，參酌過去開放外商來台之發展策略，先針對未來台灣銀行業營運進行SWOT分析，再根據問卷分析及專家訪談結果提供銀行業之經營策略與政府管理上之建議。本研究結果發現，未來台灣銀行業在市場定位業務上，一樣只要維持原先台灣銀行業豐富及專業的經驗業務；目標客戶則鎖定在台灣大、中小型企業及台商；促銷策略則以從事金融創新；通路策略則以利用電子網路銀行、手機銀行來彌補服務據點不足及建立綿密通匯管道之作法；兩岸銀行合作方向則可朝向與二線城市大陸銀行或農村銀行合作結盟、聯貸台灣企業、策略聯盟及參股方式辦理；人力資源策略則以培育國際化人才、提高專業有經驗之人才待遇及培育本土化人才著手。對於政府主管金融相關部門應當提出具體配套措施，以免大陸銀行業進入台灣後過度衝擊台灣金融產業，並且儘速強化台灣銀行業本身體質與提昇國際化程度，才可以在兩岸金融市場相對開放的趨勢下成長茁壯。

關鍵字

台灣銀行業；大陸銀行業；經營策略

並列摘要

The study is to explore the business strategy of Taiwanese banks after China's banks established offices in Taiwan. This study makes use of literature, expertise interview, questionnaires, and it refers to the foreign banks' development strategy, in order to adopt SWOT analysis first to Taiwanese banks and then provide suggestions on the operational strategies of banking industry and government management. Our study finds that Taiwan's banks still have to maintain their original abundant experience in business and professionals in the future financial market; target customers should be focused on all sizes of corporations and Taiwanese merchants; promotion strategies should focus on financial innovation; channel strategies should make use of internet or mobile banks to make up the lack of service offices and build up a smooth way for foreign exchange; cross-strait enterprises can develop toward cooperating with secondary-city or rural banks, syndication loans to Taiwanese enterprises, strategic alliances, or equity anticipation; human resources strategies should focus on developing international and local talents and raising welfare of the experienced specialists. The government financial authorities should offer concrete measures, lest Taiwan's financial industry is impacted too severely after China's banks enter Taiwan. Furthermore, the authority should strengthen the quality of Taiwan's banks, elevate degrees of internationalization, and let them develop much better in the relatively open trend of cross-strait financial markets.