臺灣地區公營行庫擴張美國市場之策略分析-以L銀行為例

The Strategic Analysis of State-owned Banks in Taiwan Extending USA Market－A Case Study on Bank L

周慧樺(Hui-Hua Chou)

指導教授 ： 林志鴻

共同指導教授 ： 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.2013.00503

摘要

本研究係就政府2013-2016年中期施政重點「推動金融市場與國際接軌」
，賡續協助金融業者佈局海外市場，及「充分滿足多元金融需求」，鼓勵本國銀行加強對中小企業放款，引導金融業資金支援創新性產業及中小企業之政策推動下，就臺灣地區公營行庫擴張美國市場進行策略分析。以L銀行為個案研究對象，對公營行庫擴張美國市場競爭策略進行研究分析。採用Lin and Pao (2004)提出之策略管理架構，透過L銀行之使命陳述，以7S模式進行內部環境分析、以五力模型進行外部產業環境評估暨PESTEL分析進行總體環境評估，建立本研究分析架構，歸納企業競爭策略形成之要素，提供臺灣地區金融產業相關參考。本研究採探索性之個案研究法，透過國內外相關文獻探討、初級資料及次級資料之蒐集，歸納結論如下：

一、在L銀行「配合政府政策，擴張海外市場」之企業使命下，綜合內部環境、外部產業環境及總體環境之分析評估，歸納出競爭策略形成之優勢因素：內部環境為「公營行庫穩健經營」，外部產業環境為「國營品牌優勢利基」，總體環境為「政府鼓勵佈局海外」。總結前述三大主要因素，擬定個案銀行之特定競爭策略，拓展美國服務網絡，實踐擴張美國市場之策略。
二、根據本論文研究結果，確立L銀行適合擴張美國市場，經由「增設美國地區分行，政策性融資臺商」之最適策略，輔以「以客為尊，加強風控」、「專案貸款，融資渠道」及「發展政策，扶植臺企」之內部、產業及總體環境之三方優勢之執行，進而達成配合政府政策，擴大海外市場之使命，提升L銀行國際競爭力。

關鍵字

公營行庫 ； 擴張美國市場 ； 使命陳述 ； 7S分析 ； 五力分析 ； PESTEL分析

並列摘要

This research is mainly according to 2013-2016 mid-term programs of Financial Supervisory Commission, R.O.C. and based on promoting financial market with international standards, continuously assisting the financial industry layout overseas markets, fully meeting the diverse financial needs, to encourage domestic banks to strengthen loans to SMEs, and guiding the financial sector funds to support innovative industries and SME policies as a case study on Bank L of the strategic analysis of state-owned Banks in taiwan extending USA market.
This research of the strategic analysis of state-owned Banks in taiwan extending USA market adapts Lin and Pao’s (2004) strategy management framework, through mission statement of the case study institution; it uses the 7S Model to analyze the internal environment. Furthermore, it uses Five Forces Model to make external industrial environmental assessment. Lastly, it uses PESTEL to analyze and evaluate the overall environment. Based on all the above analyses, the frame of this research is built; the key factors in industrial competitive strategy formation are summed up, and these provide references to financial industry in Taiwan. This research uses the exploratory case study method; through the domestic and foreign literature, primary and secondary data collection, this research concludes the following:
1.Under industrial mission statement “To extending overseas market excoordinating with government policy” the internal environment, the external industrial environment, and the overall environment are analyzed and evaluated, there the key factors of competitive strategy formation are summed up: “steady management of state-owned Banks” in the internal environment, “state-owned advantages” in the external industrial environment, and the “global arrangement support from government” in the overall environment. To conclude the three key factors mentioned, competitive strategy of the case study institution achieves their goal of Extending USA Market.
2.The Bank L forms the best competitive strategies are summed up: “client-oriented approach and stressed the hedge management of credit institution” in the internal environment, “policy-oriented project loan” in the external industrial environment, and the “improve industrial development and nurture strategic industries.” in the overall environment., it is appropriate to make the specific strategy of expending USA branch and promoting policy-oriented project loan. To respond to the overall financial landscape change and the fierce market competition, the Bank L will progressively increase its competitiveness and advance its internationalization to develop towards a full-scale regional financial institution of excellence.

並列關鍵字

State-owned Banks ； Extending USA Market ； Mission Statement ； 7S Model ； Five Forces Model ； PESTEL

參考文獻

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