| dc.description.abstract | Financial business between China and Taiwan has entered a new era officially after the 「Memorandum of Understanding」（MOU） and 「Economic Cooperation Framework Agreement」（ECFA）has signed at 2009/11/16 and 2010/6/29. banks in Taiwan are trying to get into China market aggressively in order to acquire Taiwan companies’ enterprise loan demand and huge resource in China. Currently, taiwan banks are facing the challenge of the fast changing in China. How to build the reaction strategy, revise and plan operation direction is the most important topic now.
This thesis is researching cases study, related books, theses, newspapers, magazines and regulations to find out the operation mode of how foreign banks enter China currently to be an example for taiwan banks. This thesis uses 「PETS」 to review the impact of bank business when overall environment (including politics, economics. technology and society) is changing. This thesis also uses Michael Porter Five Forces Model to find out the challenge and risk when Taiwan banks are trying to enter China
market. This thesis is using “8 Cross Business Model” to analyze and framework how Chang Hwa Commercial Bank to find countermeasures, and to adjust the current business model and sketched out a new business model the whole picture in the face of external general environment and changes in the industry，as Chang Hwa Commercial Bank enter the mainland market operators。
The analyzed results by the model indicate that Chang Hwa Commercial bank is seriously influenced by the outer environment as entering the mainland market ，so that four potential candidates of the invovated strategiesare proposed in the follows:Firstly , Chang Hwa Bank must follow the two cross-strait financial opening-up policy, and maintain the domestic market base and expand into the mainland China market development as the core policy, with the regards of the value of the relationship focus on domestic market development goals, complementary to the development of the main vision to expand to taiwan enterprises and taiwan-funded banks.Secondly, Integration of resources by focusing on product research and risk management and other fields, through team learning, more emphasis on core competencies, quality possessed an international perspective and foreign experience in financial personnel, development of functional organization. Thirdly, In the aspect of value processes will be structured a complete branch management system at domestic and overseas region and the mode of cooperation with Chinese banks, effectively increasing the breadth of product sales and bank visibility to meet the customer value proposition.Finally, The differentiation of pricing is conducted through customer segmentation. Under the premise by risk control , expending for bearing the mainland China local enterprises gradually to increase the charges income then success the bank profitability.。
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