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论文编号：	1704
作者编号：	2120062622
上传时间：	2010/5/21 13:47:53
中文题目：	花旗银行在台湾的经营策略研究
英文题目：	The study of managing strategy of Citi Bank in Taiwan
指导老师：	张金成
中文关键字：	花旗银行;经营策略;市场区隔;顾客关系
英文关键字：	City bank;Management strategy;Market separates;Customer relations
中文摘要：	在整个金融体系中，银行一直扮演储蓄及放贷资金供需的中介角色，成为资金流通体系不可缺少的一环，它的体质是否健全会影响到国民经济发展。由于台湾早年为了金融环境稳定，银行业为特许行业，受到金融法令的保护与限制，金融市场仅由国营银行垄断，只有少数官股银行（如三商银）准许营业。也因为只有少数几家银行拥有执照，形成市场上的垄断地位，传统存贷款利差为银行的主要的收入来源，此时的银行业务大都以企业金融贷款为主，盈利稳定。然而经历了1997 年亚洲金融风暴后，在台湾经济低迷，失业率攀升，银行企业金融贷款业务成为呆帐负担。在逾放比例过高的情况下，截至2009年6月，台湾的呆帐突破了3000亿元，台湾银行的市场结构已呈现过度竞争下的劣质经营现象，不但盈利能力逐年下降，资产质量更是普遍恶化。在《Banking in Asia》书中，作者提到在金融风暴以前“赚钱乃是亚洲银行的权利”的年代已经过去，在面对新竞争环境，台湾银行业者为了强化竞争力及追求利润，开始将银行主营业务由企业金融转向消费金融，不断开发新金融产品，同时希望经由金控合并以期达到经营项目多元化、成本降低及经济规模等效益。由于银行业务不受专利权的限制，因此，要在激烈的市场竞争中脱颖而出，创造出傲人的绩效，必须要能根据金融环境变迁来调整其经营策略
英文摘要：	In the whole financial system, the bank has been acting and saving and lending money to the intermediary role for needing of the fund all the time, become fund circulate system indispensable one ring, physique of it to can influence national economic development while being sound. Because Taiwan was steady for the financial environment in early years, the banking licensed the trade, financial protection and restrain from of decree, financial market monopolize by state-run bank only, have a few officer a bank only ' Such as three Shang silver) Permit and open. Because only a few several banks have licenses too, form the monopoly position on the market, the traditional loans and deposits profit is the main source of revenue of the bank, the banking at this moment mostly take enterprise's financial loan as the core, make profits steadily. But after going through 1997 Asian financial storm, in economic depression of Taiwan, the rate of unemployment soars, enterprise's financial loan business of the bank becomes bad debt to bear. Under exceeding and putting the situation too high in proportion, by June of 2009, the bad debt of Taiwan tops 300 billion yuan, Taiwan market structure of bank appear poor quality of excessive competition manage the phenomenon already, not only profit ability drops year by year, assets quality is to generally worsen even more. In " Banking in Asia " book, the author mentions that " it is a right of the Asian bank to make money " before the financial storm Times pass by already,in the face of being new competitive environment, Taiwanese banker is for strengthening competitiveness and lasting profitting, begin to turn from enterprise's finance to the consumption finance the core business of the bank, is developing the new financial product constantly, hope that accuses of being shut and in the hope of reaching benefits such as pluralism of item to manage, cost reducing and economic scale,etc. via gold at the same time. Because the banking is not restricted by patent right, so, should break out in the fierce market competition, create proud performance of people, must can follow environmental changes of the finance change his management tactics.
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