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论文编号：	2039
作者编号：	2120074043
上传时间：	2009/12/23 14:51:23
中文题目：	台湾商业银行业赴大陆发展之为问题研究
英文题目：	A Study of Issue of Taiwaness Commercial Bank Entering to China for Develop
指导老师：	齐寅峰
中文关键字：	台资银行 世界贸易组织(WTO) 企业融资 消费金融 网络银行
英文关键字：	Taiwan Investment Bank World Trade Organization Enterprise Financing Consumer Finance Net Bank
中文摘要：	祖国大陆在改革开放后，经济获得高度发展，同时具备广大内需市场、劳工与土地成本低廉等优势；加上语言、文化与风俗习惯本是同宗同源，因此成为台湾地区厂商对外投资最重要的目的地。而台商多属中小企业，在内地融资不易，要求当地政府开放台湾银行对大陆台商提供各项金融服务的呼声不断增高。而在此同时，台湾地区因银行家数过多，且优质的客户赴大陆发展，台湾银行业无法提供大陆服务而快速流失，并出现因无法有效监督赴大陆发展的厂商资金使用情况，而让部份厂商有恶性债务留台湾的情况，所以台湾银行业亦频频要求赴大陆发展。 祖国大陆与台湾地区（台澎金马关税领域）在2001年底和2002年初先后加入WTO，由于两岸加入WTO之基本条件不同，大陆是以开发中国家身分加入，对外开放有五年的宽限期，而且台湾银行业在规模与各方面的经验、技术都不如国际性优质金融集团，台湾的经营环境相较于大陆来说已经达到饱和状态，而大陆于2006年完全开放，在两岸即将签订金融监理备忘录(MOU)时，台湾银行业赴大陆发展正好是个绝佳的机会。 因此本研究计划主要目的是分析台湾金融机构登陆的必要性和进入大陆市场的发展优势与机会、风险与挑战，以及面临的经营环境和可行的策略，并研究台湾银行业在大陆设立和行销的模式，作为布局大陆的参考。 本文共分为七章，第一章绪论，以台资企业到大陆投资逐年增加为背景，说明研究的动机、目的、方法、限制与架构，以及文献综述，第二章台湾银行业发展的情形和障碍，介绍台湾银行业发展的历程、现在的情形与海外发展的情况，第三章加入WTO对台湾和大陆银行业发展的影响，简单说明服务贸易总协议(GATS)的规范与对台湾和大陆银行业发展的影响，第四章台湾银行业赴大陆发展之优势和机会，讨论(一)对台商的必要性、(二)对金融机构之必要性，以及台湾银行业赴大陆发展的目标市场与潜在商机，第五章台湾银行业赴大陆发展之风险和挑战，讨论台资银行业赴大陆发展面临的经营、融资、资金调度、制度差异等风险与外资银行在大陆经营情况、发展趋势，第六章台湾银行业进入大陆市场的经营环境和策略，探讨CEPA对台资银行业赴大陆发展设立的影响和行销可实行的策略与大陆市场的经营环境，第七章结论与建议，对全文总结，并对台湾有意赴大陆发展的银行提出建议。 由上列各章节的分析，希望台湾的银行业在选择进入大陆市场的方式时，应深入了解两岸金融法规及金融环境，以台湾银行本身的资源条件，做好目标市场及客户的区隔，循序渐进以建立竞争优势，并拟定合适的策略，深入台资企业两岸之间的交易模式与资金的调度，以确切掌握客户的需求与风险，在台湾与大陆签订两岸金融监理备忘录后，台资银行可尽快设立据点，以服务在大陆发展的台资企业。
英文摘要：	In China, after the policy of reformation and opening, the economy has obtained highly development. China owns the advantages of large domestic demand market, lower cost of labor and land, plus the similar language, culture and custom habit with Taiwan, so it becomes the most important area for Taiwanese businessmen making foreign investment. Due to the reason that most enterprises in Taiwan belongs to small and medium size, it’s hard for Taiwanese businessmen to make local financing. More and more Taiwanese businessmen claims that the government should offer much more financial services for those Taiwanese businessmen in China, and at the same time, Taiwan owns too many banks, some nice customers go China for development, Taiwan banks lose the customers fast because they can’t offer the service regarding to Chinese business. Meanwhile, there’s no way to make effective surveillance about the situation of fund usage that goes China for development, and it is the reason why many businessmen leave the malignant debt in Taiwan. Thus makes the banks in Taiwan search for the chances to develop in China. China and Taiwan join the World Trade Organization (WTO) separately at the end of the year 2001 and at the beginning of the year 2002. The basic conditions for China and Taiwan are different, China joins as the identity of developing country, it owns five years permission period for opening to outside; while Taiwan joins as the identity of developed country, there’s no permission period. In addition, the bank industry in Taiwan is in the inferior position comparing with high quality international financial group, no matter in the scale, the experience, the techniques. The business environment in Taiwan is almost saturated with the compartment of China. China opens fully in the year 2006, and at the time for China and Taiwan to sign Memorandum of Understanding (MOU), it’s a good chance for Taiwan bank industry to go China for development. The main purpose of this paper is to analyze the necessity for Taiwan financial group to enter China market, and the strength, opportunity, risk and challenge for entering. Also, the paper analyze the business environment and feasible plan, further, the setting and marketing pattern for Taiwan bank industry in China, for the reference to enter in China. The paper has seven chapters. The first is the introduction, making Taiwanese enterprises increasing their investment in China as the background to explain the motivation, purpose, method, limitation, framework, and reference. Chapter two is the developing situation and barrier of banks in Taiwan, introducing the history, present situation, and overseas developing situation. Chapter three adds the influence to the banks in Taiwan and China after join WTO. Simply explains the standard of GATS and the impact to both banks in Taiwan and China. The fourth chapter discusses the strength and opportunity for Taiwan bank industry entering to the market in China: the necessity to Taiwanese businessmen and financial group. Also, this chapter discusses about the target market and latent opportunity for Taiwan bank industry entering to China. Chapter five is the risks and challenges, discussing about the risks of management, financing, fund procurement, system differential for Taiwan bank industry entering China, and the operating situation, developing trend of foreign banks in China. The sixth chapter is about the operating environment and strategy for Taiwan bank industry entering to China market, discussing the practical strategy of CEPA setting and marketing for Taiwan bank entering to China, also, the operating environment of China market. The seventh chapter is conclusion and suggestion, concludes the whole paper and suggests the banks in Taiwan who wants to enter China for development. According to the analysis of each chapter, when the banks in Taiwan choose the way enter into China market, they should try to understand both countries’ financial regulations and financial environment. Making use of the resource conditions of banks in Taiwan, separate the target market and customer well, and set up the competitive strength gradually. Further, drawing up the proper strategy, understand more about the dealing pattern and fund procurement regarding to Taiwanese enterprises in both Taiwan and China, thus can hold correctly about customer demand and risk. After signing MOU between Taiwan and China, Taiwanese banks can set up the foothold fast to service the banks of Taiwan which develop in China.
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