外商銀行在臺灣之競爭策略研究

Foreign bank competition strategy research in Taiwan

彭月娥

指導教授 ： 史欽泰 ； 林博文

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2009年)

摘要

臺灣的銀行業自從1991年開放新的銀行大量的設立後，歷經十幾年來的演變, 臺灣本土的銀行業的經營環境面臨了前所未有的困境與挑戰，對內要面對的是國內本土銀行開放過多的家數所導致的銀行業的過度競爭, 對外還要面對強大的外商銀行近二年更積極的開拓臺灣的市場, 透過購併本國體質較弱的銀行,大肆擴張外商銀行在臺灣的營業據點，臺灣的本國銀行以及外商銀行等如何在激烈的競爭中脫穎而出,幾成了每一家本國銀行或外商銀行必需要學習與研究的功課。
本篇論文主要就是針對臺灣之外商銀行積極的進入臺灣銀行業市場結合外商銀行的具體案例說明，透過對外商銀行發展的現狀、外部的客觀環境以及內部環境等的分析，並且運用所謂的企業競爭戰略的理論，可以得出以下結論：現階段，併購入股臺灣本土的銀行戰略應該是臺灣目前的大部份的外商銀行進行擴張的主要戰略，在這個基礎上，外商銀行應結合實施集中化戰略和差異化戰略來進行。
在論文的內容上面，本文共分為5章：第1章為導論，提出本文需要解決的問題，對臺灣銀行業的現狀研究和本文的基本思路、研究方法以及相關理論基礎進行了綜述以及說明；第2章主要是介紹了外商銀行在臺灣的發展情況以及發展中所可能遇到的困難；第3章是外商銀行目前可能面臨的外部宏觀環境和產業競爭環境分析。在企業戰略管理理論基礎之上，去分析了外商銀行所面臨的外部宏觀環境，並運用波特的五種競爭力量模型分析了臺灣之銀行業的行業競爭的結構說明；第4章是通過與臺灣的本土銀行和其他外商銀行的對比，對外商銀行的內部資源條件進行了分析並對比本土銀行做出SOWT分析來說明外商銀行在臺灣的優劣與威脅及機會等；第5章是根據前幾個章節的分析，最後做出本文的結論。目前有關於臺灣的外商銀行擴張策略研究大多是從臺灣之本土銀行或從監管單位的角度出發，研究臺灣之銀行業如何應對外商銀行的挑戰或者監管當局應當制定怎樣的監管政策以及法令規章來加以規範，其中對於外商銀行進入本國銀行業策略的論述多是泛泛而論，本文創新之處在於，本文的論點完全從外商銀行的角度出發，並結合近期之實際的外商銀行購併本土銀行的案例，運用企業競爭戰略理論以及市場細分和目標市場選擇理論，對現階段外商銀行在臺灣的發展戰略進行分析和探討，為臺灣之銀行業之經營策略提供參考的方向。

關鍵字

外商銀行 ； 外商銀行競爭 ； 競爭策略

並列摘要

This article mainly is aiming at foreign merchant of bank the Taiwan positively to enter the Taiwan banking industry market union foreign merchant bank the concrete case, through to the foreign bank development present situation, the external environment and internal environment analysis, the utilization enterprise competition strategy theory, draws following conclusion: The present stage, the merger and acquisition buys stock Bank of Taiwan strategy to be supposed to be the foreign bank carries on the expansion the main strategy, in this foundation, should unify the implementation centralization strategy and the variation strategy.
In the content, this article altogether divides into 5 chapters: 1st chapter is the introductory remarks, proposed this article needs to solve the question, to the Taiwan banking industry's present situation research and the this article basic mentality, the research technique as well as the correlation theories foundation has carried on the summary; 2nd chapter introduced the foreign bank the difficulty which meets in Taiwan's development situation as well as the development; The 3rd chapter the exterior macroscopic environment and the industrial competition environment analysis which is the foreign bank faces. Above the enterprise strategy management rationale, has analyzed the exterior macroscopic environment which the foreign bank faces, the utilization baud banking industry's of five kind of competition strength model analysis Taiwan profession competition structure; 4th chapter is through with Taiwan's native place bank and other foreign bank contrast, has carried on the analysis to the foreign bank internal resources condition; 5th chapter is according to the above chapter analysis, obtains this article the conclusion.
At present about the foreign bank expansion strategy research mostly is native place of bank from the Taiwan or looked the supervising and managing angle does embark, how studies banking industry of the Taiwan to be supposed must formulate how supervising and managing policy to the foreign bank challenge or the supervising and managing authority, in which enters the strategy much regarding the foreign bank the elaboration is superficial theory, has not passed through the concrete textual research, this article innovates the place to lie in, embarks completely from the foreign bank angle, unifies the actual case, the utilization enterprise competition strategy theory as well as the market segmentation and the goal market choice theory, has carried on the real diagnosis analysis and the discussion to the present stage foreign merchant bank in Taiwan's developmental strategy, provides the reference management strategy banking industry of for the Taiwan Direction.

並列關鍵字

Foreign bank, ； Foreign bank competition strategy ； competition strategy

參考文獻

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