台資銀行進入海外市場的佈局與經營策略研究：以中國信託銀行為例

Abstract

台資銀行長期處在高度競爭的環境下，為獲取更高收益，過去三十年無不透過向海外市場佈局來獲得更多元化的收益來源。而台資銀行的佈局市場選擇，主要考量到地理位置相近、既有客戶之海外市場分佈情形，使得多數台資銀行的海外據點仍位於亞洲國家，此外，近年本國政府提出「新南向政策」以及「金融亞洲盃」等政策或口號，使得台資銀行更加著重於亞洲市場的佈局與經營。

本研究利用S-C-P分析架構與PEST分析模型，從台資銀行面臨的產業困境、國際化背景出發，延伸到目標研究市場新加坡、泰國與日本的總體環境分析，以及各國環境對於台資銀行佈局與經營的正負面影響，並以實際案例–中國信託銀行於三個目標研究市場的佈局與經營經驗，來應證各國市場環境因子與台資銀行在進入與經營策略擬定上之關聯性。

銀行在進行海外佈局時，金融監理機關的審核政策是能否順利完成佈局的重要關鍵，台資銀行宜善用近年我國政府政策支持之機會，積極前往亞洲各國佈局或深耕。為了成為亞洲區域型銀行，本研究建議台資銀行首先透過增資或整併的方式壯大自身規模，再者，亦需結合台資銀行自身條件優勢與各市場的機會點，有效地選取合適的國家市場、進入模式以及經營策略，例如：個案銀行–中國信託銀行便善用其在財富管理與消費金融的良好實力，在亞洲多國市場深入發展當地業務，進而使得中國信託銀行更加接近亞洲區域型銀行之地位。

Under the highly competitive Taiwan banking industry, Taiwan-funded banks tend to seek higher profits by expanding overseas markets over the past three decades. Most of the overseas branches of these Taiwan-funded banks are held in Asia countries, because of the close distance and the high amount of Taiwan firms. Besides, Taiwan’s government has introduced “The New Southbound Policy” and “Financial Asia Cup” in recent years, which have further motivated Taiwan-funded banks to operate in Asia markets.

This study concludes S-C-P model and PEST model to find out the industry challenges that Taiwan-funded banks faced. Next, extending the analysis to the environment of target research markets: Singapore, Thailand and Japan, and then consider both the positive effects and negative impacts of these countries’ environments of Taiwan-funded banks. Additionally, using CTBC bank’s case to make sure the relation between environmental factors and its operating strategies.

To become regional banks in Asia, this study recommends Taiwan-funded banks strengthen their scales through increasing capital or consolidation. Furthermore, it is important to leverage Taiwan-funded banks’ own advantages and each market’s opportunities, then selecting proper markets, entry modes and operating strategies.