台資銀行在東南亞市場的進入與經營-以越、柬市場為例

Abstract

自全球金融海嘯以來台灣金融業整體穩健成長，然而佔整體金融業規模約70%的銀行業在獲利能力仍低於國際上經營良好銀行的水準。我國銀行業之市場規模相對較小、加上我國金融機構密集、業務差異度小等原因，國內銀行業長期處於高度競爭、報酬率無法提升的狀態。在新興亞洲高經濟成長的背景下，面對低成長動能的國內市場，往外拓展國際市場、尋求新的成長機會有助於提升競爭力與市場地位。 截至2018年第一季，台灣銀行業設立之海外分支機構已達485家，設立區域尤以亞太地區最多，北美次之，其中東南亞新興市場中以越南55個及柬埔寨47個分支機構數目最多。金融業普遍使用的跨國市場進入模式包含了聯貸、參股、合資、併購現有地主國的金融機構、設立辦事處、設立分行、設立子行等模式。然而，進入模式與經營的選擇受到地主國當地環境的因素影響，因此，本研究先透過CAGE架構的四個構面調整對外國市場的認知和環境差異評估分析國際市場的機會。 進入時間點以及進入模式維繫著銀行在當地市場的發展。就台資銀行進入越南和柬埔寨市場，多以分行的形式延伸其國內母行營運策略的控制權，並先以當地台商作為業務對象。本研究亦發現結合在地優勢和母行資源以及透過雙引擎模式的產業跨售合作，亦是台資銀行在研究市場提供全方位金融服務、創造產業優勢與地位的成功要素。最後，面對越南、柬埔寨對外資銀行分行執照逐漸不易取得，本研究提供台資銀行可能採行的策略建議。

Taiwan's financial industry has grown steadily overall since the global financial crisis. However, the banking industry, which accounts for 70% of the financial industry, is still less profitable than the international banks. Since the domestic banking industry has been in a state of high competition for a long time, the rate of return cannot be improved. It can attribute high competition to the problem like small market size, low market concentration and low product differentiation in our banking industry. However, in the context of high economic growth in emerging Asia, expanding markets overseas to seek new opportunities will help enhance competitiveness and market position under low growth momentum in the domestic market. As of the first quarter of 2018, Taiwan banking industry has established 485 overseas branches with the largest number in the Asia-Pacific region. Besides, there are 55 sites in Vietnam and 47 sites in Cambodia in emerging Asia market. The financial industry commonly used syndicated loans, shareholdings, joint venture, representative offices, branches or subsidiaries as the entry mode. However, the choice of entry mode and operation is influenced by the local environment. Therefore, the study first analyzes market opportunities by the perceptions of environmental differences in foreign markets through the four facets of the CAGE structure. Entry time and entry mode maintain the development of the bank in the local market. As far as domestic banks enter Vietnam and Cambodia markets, they often extend their control of domestic operating strategies in the form of branches. Besides, the combination of local advantages with maternal resources and industry cross-sale cooperation through the dual-engine model are also the successful factors for Taiwan-funded banks to provide comprehensive financial services and create industrial advantages and status in the research market. At the end, the study provides suggestions as adoption facing the difficulties for domestic banks' to establish branches in Vietnam and Cambodia.