企業國際化暨行銷策略研究－以銀行業為例

Abstract

我國加入WTO後，金融市場必需擴大開放，外商銀行在我國經營將更趨自由，以我國銀行業的現況將無法與外商銀行競爭。因此，在面對金融業全球化的潮流下，我國銀行業唯一生路就是國際化，才能提升本身的競爭力，應付未來的瞬息萬變的金融環境。我國銀行業高喊國際化多年，雖有不少銀行在海外設立營運據點，但始終見不到國際化的成效，台灣的銀行始終是台灣的銀行，在海外市場沒有競爭力；反觀我國開放外商銀行在台設立後，外商銀行在台發展四十多年，來台發展的大都是知名的國際性銀行，不論經營策略或競爭優勢皆較本國銀行為優，其在台成功的發展經驗，是本國銀行值得學習的地方。 在歐美跨國企業，國際化經營管理已大致成型且有相當績效。反觀國內企業，大都在嘗試了解階段。企業國際化的機制貴在「起而行」，而非紙上談兵！本研究主要以學理上企業國際化之理論，以外商銀行在台發展成功的經驗，與本國銀行中最具國際化雛型的銀行作為比較個案，就兩者在其組織型態、市場進入策略和市場定位，了解其如何訂定行銷策略等項目的比較分析，從中歸納探出可供本國銀行借鏡學習的地方。 經過分析之後，本研究共發展出七項與研究主題相關的命題，並發現銀行業者在不同的環境背景及策略考量下，對於國際化各個階段的重視程度及擬定國際行銷策略的考量方式也會有所不同。因此，本研究的二項策略意涵在於，各項命題除了可做為企業在國際化時的參考外，其間的差異點亦可做為企業或銀行業者在進行國際化或國際行銷活動時的參考依據。

Further opening of Taiwan local financial market is necessary especially after entering WTO. It is mandatory to all WTO members to release financial restriction of their own countires to make a freer envorinment to financial industry. It implies that all the foreign banks in Taiwan may get more freedom to develop their business due to less government and local limitation. Moreover, it also implies that if local banks keep current strategies, they may not compete with foreign banks in Taiwan. Internationalization is the only way to improve local banks’ capability to face fierce competition. The successful case of foreign banks’ management in Taiwan, no matter in terms of management strategies or competitive strength, is a good model for local banks to improve the overall performance and view of internationalization. Internationalization is applied by many European and American companies for years and with great achievement. In the contrast, it is still in the stage of “trial” and “understanding” of globalization for Taiwan local companies. This study is designed to work on the rationale of globalization and the successful cases of foreign banks in Taiwan versus Taiwan local banks. Therefore, to find and conclude some key and major points on global entering strategies and marketing strategies. After the in-depth interview and analysis, this study developed 7 proposition and found that in different environment, background and strategy consideration, the considering level of globalization and global marketing strategies is different. Therefore, this study develops the propositions for future reference of local companies in terms of globalization and global marketing strategies.