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论文编号：	3051
作者编号：	2120084029
上传时间：	2011/5/19 17:42:33
中文题目：	私募基金凯雷集团入股台湾大众银行的市场战略及其绩效研究
英文题目：	The Resersh on Market Strategy and Performance of The Private Equity Funds of Carlyle Group Investment to Ta Chong Bank in Taiwan
指导老师：	吴晓云
中文关键字：	私募基金 凯雷集团 大众商业银行 市场战略
英文关键字：	Private Equity Funds; Carlyle Group; Ta Chong Bank; Marketing strategy
中文摘要：	在全球性的金融市场快速发展下，不仅是金融商品的发展日新月异，各家融机构也为了提高获利能并立即提升在国际间的竞争力，纷纷地走上国际化及规模经济化。然而在商业银行之间，最具市场化的银行业务竞争亦十分地激烈。如何在台湾这个高密集度且竞争的环境中生存的银行，推动现代化营销理念的执行及落实，成为了中小企业商业银行中打造中小企业金融营运核心竞争力的一个重要且迫切的课题。 近年来国际的私募基金对台湾产业之收购或投资动作频频，因此相对亦使企业的筹资管道多了私募一途，而其中银行业因行业特殊性而具敏感意味，故本文是以之凯雷入主大众银行此案为例，将介绍台湾大众商业银行，透过外资入股后，其经营层的改变，进而影响了大众银行的市场定位及其营销管理模式变化，并建立了全方位的服务营销模式，再加上考虑大众银行本益比偏低，同时也欲需借重国际私募基金之多重资源等情况，凯雷集团用较高价格入主台湾本土银行，藉此参与未来两岸三地之庞大发展商机，看来似是件具前瞻性之交易，因此本研究以大众银行为个案银行的经营绩效做评估，使用T检定F检定方法，来探讨大众银行引进外资后绩效是否较引进前为佳，并评估引进外资事件对大众银行经营绩效是否有影响。
英文摘要：	Global financial markets develop fast, and contributing to the innovation of new finance techniques and products as well as the integration of the global finance system. In Taiwan, however, commercial banks are the most competitive and intense. It is an important and urgent issue for promoting the implementation of modern marketing concepts and implementation, and building the core competitiveness of SMEs in the financial operations. In recent years, there is more and more industry merger or investment from the international private equity fund in Taiwan, and it provides the domestic firms another way to raise funds. Due to the characteristic of the bank industry, the purpose of study is to discuss the changes of management level affecting the bank's market position and marketing management by foreign ownership, Carlyle Group, entering to Ta Chong Bank. With an exceeding marketing price and lower P/E ratio, Carlyle Group’s investment to Ta Chong Bank seems to be a farsighted decision. In the future, Carlyle Group can fully take the advantage for the investment of Ta Chong Bank to enter Taiwan, Hong Kong and Mainland China market for banking business. This study compares the differences between pre and post trading by T-test to evaluate the performance that hope to provide suggestions for managers in the banking industry on how to modify their management and marketing strategies.
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