大陸在近年來，整體經濟的產值及對整體世界經濟互動及參與能力愈趨擴大。自兩岸簽署ECFA後，國內金融機構可以藉由設立分行、子行或參股等方式進軍中國大陸市場。然而外資金融機構自中國大陸加入WTO 對外開放金融市場已積極佈局，加上中國大陸商業銀行動輒上萬家分支機構，台資銀行進入中國大陸投資之競爭已然加劇。 本研究係利用文獻探討與個案分析方式，從兩岸銀行業的現況，到台資銀行進入大陸市場的營運模式、進入區域與目標族群等來進行探討，並針對F公司進入中國市場來做SWOT分析，俾希望從其評析內容當中，可以獲得有利的建議提供給金融業者做為市場開拓之依據。 根據上述結果提出F公司進入中國大陸市場的發展策略為以合作取代競爭、掌握現有優勢伺機搶攻具備獨特性質之業務、未來進入大陸市場之經營策略，以及以海西經濟特區為主所採取的台商策略與本土策略，以提供其他金融業者之參考。 In recent years, China has seen an increase of its economic production value as the country better interacts with and participates in the world economy. The cross-strait signing of ECFA has allowed Taiwanese financial institutions to enter the Chinese market by establishing branches or subsidiaries, or through equity investment in banks there. Yet foreign financial institutions have already expanded their presence in China’s financial market following the country’s WTO entry. In the Chinese market where one domestic commercial bank has over ten thousand branches, Taiwanese banks indeed face fierce competition. This research, based on literature review and case study analysis, examines the current situation of the cross-strait banking industry along with the business model, region, and target group chosen by Taiwanese banks when entering the Chinese market. Through a SWOT analysis on the F Company’s entry into the Chinese market, this research aims to provide useful recommendations for the financial industry regarding market expansion. The research results show that, to enter the Chinese market, the development strategies adopted by Company F include replacing competition with cooperation and seizing unique businesses by maintaining existing strengths. Their business strategies for entering the Chinese market as well as strategies focusing on the West Coast Economic Zone are also provided in the research.
