本研究旨在幫助我國銀行租賃業者認識大陸租賃產業發展情況，協助未來欲進入大陸租賃業者，降低投資的風險，並確保未來台商在大陸市場發展成功的經營策略。同時，藉此促使我國政府與業者反思未來調整的方向與發展的對策。本研究採取個案研究法，以T銀行為例，深入了解如何借鏡台灣成功經驗並結合本身資源優勢，來建構及調整進入大陸市場的行銷策略。研究成果與實務建議摘要如下： 一、我國租賃產業大陸市場進入模式 1. 進入模式採用獨資。2. 地域的選擇以長江三角洲為中心發散。3. 客群的選擇－初期以台商為主，再延伸至大陸客群。4. 產業選擇－初期要以標的物二手市場佳之傳統產業為主，再延伸至高科技產業。 二、內部環境分析 資金來源穩定性、多樣性及資金成本與風險的控管也是租賃產業經營成功關鍵因素。在經營能力方面，開發能力強，無論在市場廣度及深度均具滲透力，並能依客戶性質提供差異化，因此，市場深耕、滲透率等市場接近能力為其核心能力。在風險管理能力方面，租賃產業能否持續獲利及永續經營，實取決於風險控管能力影響及帳款品質。 三、外部環境分析 1. 現有競爭者的競爭：即大陸銀行業眾多金融租賃公司陸續開業。2. 潛在進入者威脅：即台灣銀行業者及多家台資金融機構以融資性租賃公司型態進入中國市場。3. 替代品的威脅：承作額度、融資成數、還款方式、往來期間、配合方式等上提供彈性操作。4. 購買者議價能力：租賃公司的獨特性、服務價值，顧客不會完全以價格為絕對考量。5. 供應商議價能力：與往來的金融機構皆維持長期且良好關係。 The propose of this study is to explore and understand the condition of the rental industry in China, providing rich information for Taiwanese rental companies that attempt to enter into the rental market in China. This study conducts a case study with a series of interviews of managers in Company T to deeply understand how Taiwanese rental companies with “Taiwan experiences” and individual companies’ resources to develop and adjust marketing strategies for entering into the rental market in China. The research results and suggestions are as follows: 1. The modes of entry into the rental market in China for Taiwanese companies: (1) To adopt the mode of wholly owned enterprise (2) To choose Yangtze River Delta as a central base (3) To serve Taiwanese companies at first and then expand into other Chinese companies (4) To focus on the secondary market of a rental object and then expand into high-tech industries. 2. Internal analysis of Company T: Two critical success factors of the rental company are to ensure the stable and multiple sources of financial flow and to develop cost and risk control capability. With the strong operating and developing capabilities, companies are able to develop new rental markets in China and customize products for different customers. With the well-built risk control capability for business and accounting, companies can ensure their profitability and viability. These two types of capability are critical for Taiwanese companies to enter the rental market in China. 3. External analysis of Company T: (1) Competitive rivalries within the industry: there are many new Chinese rental companies and banks. (2) Threat of new entrants: Taiwanese banks with rental financing are prepared to enter China rental markets. (3) Threat of substitute products: Other financial products provided by banks. (4) Bargaining power of customers: Rental companies usually provide specific products and services. Customers are less likely to take price into account. (5) Bargaining power of suppliers: There are good relationships between Company T and banks.
