台灣銀行產業的新興市場進入模式與經營策略研究： 以玉山銀行進入柬埔寨市場個案為例

Abstract

國際化是台灣銀行產業必須面對的重大課題，台灣銀行產業因為新銀行開放及外商銀行大舉來台經營，經過多年的成長發展，已具備相當優異的經營能力與技術，而台灣規模有限的經濟體已不足以滿足家數眾多的銀行業者，加上政策的「亞洲盃」、「新南向政策」更進一步催化許多台資銀行往東協新興國家設立海外據點展開跨國銀行的新經營模式，本研究的目的是為了探索在這個過程中台資銀行所面對的挑戰與策略作為。 本研究同時應用了玉山銀行2013年併購柬埔寨聯合商業銀行（UCB）的實際個案，並結合相關國際企業理論，探討台資銀行的國際化策略、市場進入模式、經營環境分析、競爭分析、市場情境分析。因應各國市場的差異性與市場准入限制，台資銀行在採行新設或併購模式踏入海外市場時，也同時面對極為挑戰的經營課題，政治、文化與經營環境的不同，潛蕆著很大的風險，本研究也透過焦點訪談及研究資料蒐集歸納分析，進一步探討台資銀行如何在陌生的國度權衡全球化與在地化經營策略？如何進行組織變革？並嚐試探索有效的關鍵成功因子，思考在這場咵足海外的潮漓下，找到台資銀行海外經營的致勝方針。 本研究根據玉山銀行實際個案，可以真實呈現台資銀行在柬埔寨經營所面對的巨大挑戰，以及台資銀行的策略思維及台派團隊的變革行動，在研究過程中也同時產生了包括：「STEPS跨國市場進入分析框架」、「IR策略路徑–左偏移逆C曲線」、「關鍵成功因子－成功方程式」的研究結論，同時也驗證了玉山銀行所提出「跨國經營海外市場經營5L準則」實用性，期望這些研究成果可以提供台資銀行未來跨足海外的參考。

Internationalization is a major issue that Taiwan's banking industry must face. Taiwan's banking industry has been operating in large numbers since the opening of new banks and foreign banks. After years of development and development, Taiwan's banking industry has a very good operating ability and technology, while Taiwan's limited economy The 'ASIAN BANK CUP' and the 'New Southbound Policy' have further supported many Taiwan-funded banks to set up overseas positions in the emerging countries of the Association to launch a new business model for multinational banks, which will not be able to meet the needs of a large number of banks, The purpose of this study is to explore the challenges and strategies that Taiwan-funded banks face in this process. This study also applies the real case of ESUN Bank's acquisition of Cambodian Union Commercial Bank (UCB) in 2013, and discusses the internationalization strategy, market entry mode, business environment analysis, competitive analysis and market situation of Taiwan-funded banks in combination with relevant international business theory analysis. In view of the differences in market differentiation and market access, Taiwan-funded banks, when entering new markets or mergers and acquisitions models, also face the challenges of the business, political, cultural and business environment, The risk of this study through the focus of interviews and research data to summarize the analysis, to further explore how Taiwan-funded banks in the strange countries of the globalization and localization of business strategy? How do you make organizational changes? And try to explore effective key success factors, thinking in this foot of the influx of overseas, Taiwan-funded banks to find overseas business success. Based on the actual case of ESUN Bank, this study can show the great challenge that Taiwan-funded banks face in Cambodia, and the strategic thinking of Taiwan-funded banks and the change actions of Taiwan team. At the same time, STEPS cross-country market into the analysis framework, IR strategy path C-curve , key success factor - successful formula 'research conclusion, but also verified the ESUN Bank's' transnational business overseas market management 5L guidelines 'practical And hope that these research results can provide Taiwanese banks to cross the overseas reference.