台灣銀行業在中國大陸經營策略

兩岸金融業相關限制逐漸開放，台灣銀行業可以在有條件的運作下在中國大陸成立分行，因此經營策略便為目前最重要的研究方向。本研究利用中國大陸經濟政策、金融環境、台商產業分布的觀察以及兩岸銀行財務迴歸分析，進一步規劃整體的經營策略。研究結果中發現，中國大陸經濟維持高成長，經濟政策逐漸轉往內需發展，國內銀行業積極打消呆帳改善整體體質。另外外商銀行經營策略逐漸朝向在地化的發展，並前往二線城市進行布局。在中國大陸各城市經濟金融、台商產業概況方面，一線城市經濟狀況仍維持高檔，二線城市的發展仍持續成長中，台商產業在各城市雖有所不同，但仍以一般製造業、電子製造業居多。最後在迴歸資料分析中，本研究樣本採用最早升格為分行與子行的台灣銀行商業七家銀行，以及中國大陸12家股份制商業銀行為樣本，分析結果為台灣銀行業各項自變數除淨利差、成本收入率、非利息收入外，其他對於ROE(股東權益報酬率)、ROA(總資產報酬率)多不顯著，而中國大陸銀行在則在逾放比、淨利差等對於ROE、ROA較有顯著，表示兩岸經營的環境與策略有明顯的不同。最後依據研究發現歸納以下建言(1)台灣銀行業應針對各地區的台商產業類型，而制定不同的服務方式與風險評估策略。(2)分行拓展策略除了自行設立外，可購併當地體質較健全的中小型銀行加速拓展分行。在設立區域方面，除了一線城市的布局，二線城市的拓展也是必須積極進行。(3)在各項銀行業務的經營策略中，企業金融建議以既有優質客戶為推廣對象，並積極爭取當地政策性貸款以及國際大型聯貸案。消費金融方面，台商與當地客戶須共同進行推廣，並且加強金融商品的多元創新。最後財富管理為台灣銀行業最具優勢的業務，因此除了加強推廣外，對於法人、自然人客戶應規劃客製化的服務加強商品差異化，並且提升服務人員的素質。

關鍵字

台灣銀行業；中國大陸銀行業；經營策略；迴歸分析；股東權益報酬率；總資產報酬率

並列摘要

The restriction of financial sector of cross-strait is gradually opening up , Taiwan's banking industry could establish their branches under certain conditions in Mainland China, therefore, the business strategy comes up to be the most important subject. The method to carry out this study was using observation and regression analysis which included observation of economy policy of Mainland China, financial environment, the Taiwan enterprise distribution in Mainland China and regression analysis of banking financial of cross-strait to further planning of the overall business strategy. The result showed that the Mainland China maintain high economic growth, the economic development policy has been turning to the domestic market, the domestic banking sectors actively clean up bad debts to improve the overall physical. In addition, the business strategy of foreign banks was gradually towards the development of localization and layout of their branches in the secondary cities. According to the data of economic and financial of cities and Taiwan industry in mainland China, we findings that the major cities maintain high economic growth, the development of economic of secondary cities continues to grow, the Taiwan enterprise in Mainland China are different in each city, but mainly for general manufacturing and electronic manufacturing. Finally, in the data of regression analysis, the samples in this study were 7 Taiwan `s banking who first upgraded to be a branch and 12 banks of joint-stock commercial of Mainland China, the results of Taiwan`s banking regression analysis show that except the net interest margin, cost to income ratio, non-interest income, other independent variables were not significantly associated with ROE and ROA variable. the results of Mainland China `s banking regression analysis shows that only NPL ration, net income ration, net interest margin were significantly associated with the ROE and ROA variables, clearly, the findings indicated that the environment of business and strategy of cross-strait are different. Finally, according to the findings in this study summarized the following suggestions；(1) Taiwan's banking industry should be developing different modes of service delivery and risk assessment strategies for Taiwanese industry type of the all regions. (2) The strategy of expand to set up its own branch expect can also to merger the local bank of well- constitution. In addition, the major city and secondary city can be layout at the same time. (3) In the business strategy of corporate Finance of the banking, we recommend that the Taiwan`s banking can promote to their quality customers and positive to try for business of loan of the policy and International syndicated loan. the strategy of consumer finance, we recommend that the Taiwan`s banking can promote to Taiwan enterprise and local customers and innovative the financial products. Finally, the business of wealth management we suggestion that expect to enhance promote to enterprise and local consumer can also planning the customized services and improve the quality of service.