加入WTO以後,台灣商業銀行面臨著眾多的壓力,如何在嚴峻的國際競爭壓力下保持穩定發展,提高自身的競爭能力和經營效益,這是所有商業銀行必須面對和解決的問題。本文利用SWOT分析方法,以美國花旗銀行市場行銷策略及業務運作模式,同時分析國際化發展歷程。其研究結果顯示: (一)已開發國家商業銀行的市場行銷績效得益於其完善的全面策略管理。 (二)花旗銀行的成功來源於其合理的業務組織模式和法人治理結構,以及豐富的市場行銷經驗。 (三)台灣商業銀行要應對WTO,參與國際競爭,提高自身競爭能力和經濟效益,必須制定行銷策略規劃。 (四)我國商業銀行的國際化仍處於初、中級階段,與高級階段尚有不短的距離,因此,以漸進式的原則向國際化發展歷程為宜。
After joining the WTO, commercial banks in Taiwan have faced many different pressures. How to maintain stable development under severe pressure from international competition and improve its own competitive capacity and operational efficiency are problems all commercial banks must face and solve. This paper took Citibank’s marketing strategy and business operating model, and analyzed the process of internationalization at the same time. The results showed that: 1.The marking performance of commercial banks in developed countries benefit from their sound comprehensive strategic management. 2.Citibank's successes come from its reasonable business organizational model and corporate governance structure as well as abundant marketing experience. 3.To deal with the WTO, participate in international competition, and improve their own competitive capacity and operational efficiency, commercial banks in Taiwan must develop a strategic marketing plan. 4.The internalization of commercial banks in our country is still in the early intermediate stage, which is not a short distance from the advanced stage. Therefore, taking a progressive principle will be appropriate for the process of internationalization.