外國銀行及本國銀行國際化策略分析

Strategy Analysis for Foreign and Domestic Bankers’ Internationalization

李淑君(Shu-Chun Lee)

指導教授 ： 丘駿飛

元智大學/管理學院/管理研究所/碩士(2008年)

摘要

本論文以台灣外國銀行與本國銀行現況為基礎，剖析台灣銀行產業的演變，從民國80年後隨著金融自由化與國際化，我國加入WTO，金融市場門戶大開，2007年四大外商銀行以併購方式擴大在台經營通路。在面對金融業全球化的潮流下，我國銀行業勢須積極走向國際市場。
為探索本國銀行可能出路，本研究以外商銀行在台發展成功的經驗，與本國銀行中較早國際化銀行做為比較個案，就其組織型態、國際化動機、市場進入策略和市場定位、業務屬性等項目做比較分析其經營策略及海外經營績效。本文研究目的在分析台灣銀行業面臨新競爭環境的發展變革與現況及探討台灣銀行業海外經營策略思維和銀行獲利因素發展，促使台灣銀行業發展國際化之趨勢，從個案中探討歸納可供本國銀行借鏡學習的地方。
本研究發現外國銀行在台經營策略主要以靈活創新商品和差異化模式及全球化優勢、在地化經營，在獲利上也非以規模大小及存放款利差獲取最大績效，相較我國銀行業海外市場經營模式及發展策略之差異，可做為本國銀行業參考，並經發現國際化的目標市場選擇，以市場、文化、客戶商品的因素，大中華區域經營市場是台灣銀行業最好的選擇和機會。

關鍵字

國際化策略；本國銀行；外國銀行

並列摘要

This statement is based on current status of foreign & domestic bankers to analyze the evolvement of the industry in Taiwan. Accompanying the free finance and Internationalization since 1980, Taiwan joined WTO which makes the financial market open-doored and the top 4 foreign bankers expand the business channels in Taiwan by merging others. Against the trend of the financial globalization, domestic bankers must step into the international market more aggressively.

To explore the feasible solutions for the domestic bankers, this research compared the successful experience of foreign bankers in Taiwan and the earlier internationalized domestic bankers in terms of organization structures, globalization motions, market entrance strategy and positioning, and sales category etc. to analyze the managing strategy and overseas performance. The purpose of this research is to dissect the developing transition and state of play of local bankers who faced the new competitive environment and to study local bankers’ tactic of managing thinking and profit gains so as to speed up the globalization trend of Taiwanese bankers as well as to induct what they can learn from the case studies.
This research observed that the managing tactics of foreign bankers in Taiwan are mainly focus on variation of new merchandise, globalization advantages, and localized management. Besides, in view of profit gains, they did not achieve the greatest performance by classifying the scale & difference of interest rate caused by deposit and loans. Compared to the difference for the business mode and developing strategy in overseas markets of local bankers, the foreign bankers’ tactics can be their examples as well as to help them find out the best choices and chances to be internationalized are to step into the big China markets in view of factors like markets, cultures, and clients’ merchandise.

並列關鍵字

Internationalization；Foreign bank； Domestic bank

參考文獻

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