中國大陸市場企業金融擴張業務競爭策略之探討－以台灣地區H銀行為例

The Strategic Analysis of Expanding the Business of Corporation Finance in China－A Case Study of Bank H from Taiwan

吳啟銘(Chi-Ming Wu)

指導教授 ： 林志鴻 ； 賴錦璋

淡江大學/商管學院/國際企業學系碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00382

摘要

近年來隨著台商赴中國大陸投資增加，企業對於融資需求成長，台灣銀行業帶來龐大商機，然而在兩岸政府積極推動交流事務之下，2009年及2010年完成簽署「兩岸金融監理合作瞭解備忘錄」與「兩岸經濟合作架構協議」，個案銀行藉由本次機會將原本於深圳之辦事處順利升格為分行並繼續申請營業據點。而本研究係探討該銀行在中國大陸地區如何擴大企金市佔率，及其應擬定之最適策略與策略執行。本文以H銀行為個案研究對象，以Lin and Pao（2004）之理論架構分析來探討H銀行競爭策略形成要素，以H銀行使命陳述為宗旨，透過7S模式評析該企業之內部環境、以五力模型探討該企業所處產業環境之現況、再藉由PESTEL模型分析總體環境變化下所能爭取之機會，據此形成最適策略，並執行特定策略，以達成該企業之最終目標。H銀行是一家其授信結構以企業金融業務為主的銀行，在甫進入中國大陸地區經營分行業務之際，其面臨企金業務市場經營的競爭下，結論是H銀行應以低價策略，由擴展企金業務量之執行，進而達成中國大陸地區企金業務市佔第一的使命，藉以提昇營收規模，並充實挑戰新市場的經營能力。

關鍵字

中國大陸 ； 台資銀行 ； 深圳 ； 企業金融 ； 使命陳述 ； 策略形成

並列摘要

The Taiwanese corporations in Mainland China have increasing needs for finance, along with the growing investment in Mainland China. It brings lots of opportunities to Taiwanese financial industry. Through the close interaction from cross-strait governments, the Memorandum of Understanding (MOU) and Economic Cooperation Framework Agreement (ECFA) were signed in 2009 and 2010. The case bank promoted their Shenzhen affair office to Shenzhen branch in this good timing and has continued the operation. The purpose of this research is to study how the case bank expanded their market share of the finance business in Shenzhen and how the case bank should come up with their most suitable strategy and execute it. Bank H is the object of this case study in this research. In order to fulfill the mission of corporate, the most suitable strategy and execution of the strategy are developed based on Lin and Pao (2004) analysis of theoretical framework to investigate the elements of competitive strategy formation, to evaluate the strengths and weakness of bank H’s internal environment by 7S model, to analyze the external industry environment of bank H through Five Forces, and to investigate the impacts and opportunities of macro environment by PESTEL model.Bank H, a commercial bank from Taiwan, focuses on the business of corporation finance in its industry. When bank H promoted their Shenzhen affair office to Shenzhen branch, bank H faced the pressure and competitions from the other financial industry. The conclusion is that bank H should adopt the strategy of lower prices to expand its finance business in order to dominate the market of corporation finance in Mainland China and then increases its revenue and takes the challenges in the new market.

並列關鍵字

Mainland China ； Taiwanese Bank ； Shenzhen ； Corporation Finance ； Mission Statement ； Strategy Formulation

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