自金融亞洲盃開打，金融業面對全球邁向國際化已是必然趨勢，亞太地區尤其重要，乃兵家必爭之地，金融業往往透過併購加速國際化的腳步。中國信託金控近年來不斷有併購新創舉，無論是併購日本東京之星銀行抑或是臺灣人壽都屢獲臺灣併購與私募股權協會所頒發之相關併購獎項。 本研究係以中國信託商業銀行收購東京之星銀行作為個案分析。中國信託銀行於2014年6月5日完成100%股權交割，並以總價529.7億日圓約新台幣158.9億元做收購。這個創舉不僅是外資銀行收購日本當地銀行的首例，更是創下臺灣企業有史以來最大規模地收購日本企業。 而中國信託銀行品牌價值更是榮獲英國知名品牌價值研究機構Brand Finance評比「全球500大銀行品牌」榜上有名，且上榜名次更是節節上升，到了2016年品牌價值躍升全球百大銀行第83名。 本論文運用鄭漢鐔博士之8十事業模式及Yoshikuni Hirose博士和日本經濟省產業(The Ministry of Economy, Trade and Industry)委員們所發表之Hirose品牌鑑價模型，分別探究其併購前後事業模式之差異與併購前後品牌價值之改變。 當企業執行併購，企業的版圖會有所擴張，其事業模式亦會隨之改變，至於中國信託銀行的品牌價值，運用Hirose品牌鑑價模型計算可以看見併購後是併購前高達將近六倍之差異。 ;Since the financial Asian Cup started, it has been an inevitable trend in the financial industry to globalize their business territory. In particular, the Asia-Pacific region is the industry’s important beachhead. In order to accelerate the pace of internationalization, mergers and acquisitions were the main tools used by the industry. The CTBC Holding have continued to pursue new mergers and acquisitions in recent years. Two major events were the mergers and acquisitions of The Tokyo Star Bank, Ltd. and Taiwan Life Corp., which were awarded by the Taiwan M&A and Private Equity Council (MAPECT). This study is based on the case of CTBC Bank’s acquisition of Tokyo Star Bank. In June 5, 2014 CTBC Bank completed 100% equity delivery, at the total price of JPY 52.97 billion, equivalent to NT$ 15.89 billion. This initiative is not only the case of a foreign bank’s acquisition of a Japanese local bank, but also the largest ever acquisition of a Taiwanese enterprise to buyout a Japanese company. CTBC Bank’s brand value was listed in the well - known British brand value research institutions, Brand Finance’s Top 500 Banking Brands. In addition, the CTBC Bank’s ranking is steadily rising. In 2016, CTBC Bank’s brand value ranked at the 83rd. among the world’s top 100 banks. This paper uses Dr. Hann-Tarn Jeng’s 8-Cross Business Model and Dr. Yoshikuni Hirose’s Brand Valuation Model published with members of the Ministry of Economy, Trade and Industry to explore the changes of business models and its brand value before and after CTBC Bank’s acquisition of Tokyo Star Bank. Whenever an enterprise implements mergers and acquisitions, its business territory will be expanded, and its business model will change. By applying the Hirose Brand Valuation Model, the brand value of CTBC Bank became nearly six times before its acquiring the Tokyo Star Bank.
