台湾银行业进入大陆市场的策略分析

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1、冉。‘矗1‘寺唑：裟掣一．一一_，o‘函—_嘲i——·⋯_■_竹—，-拿，冀皇1'●尊—‘’-‘_’●群黪≤翻t’j：黼：．。．1涮‘T”’产?-警黧AbstractAsTalwanandChinamainlandhavesignedthe“bank,securities、insuranceandfinancialsupervisorymemorandumofunderstanding”(MOU)and“theCROSS·straiteconomiccooperationframeworkagreement”(ECFA)，也

2、efinancialservicesindustryisincludedinthelistofearlyharvest，andtheTalwanbankingindustrycallearlyenterthemainlandmarkettocarryOUttherelatedbusinessUnderthiscontext,thispaperchosetheinternationalinvestmenttheory,thetheoryofindustrialorganization，thetheoryofstrategicm

3、anagementasthetheoreticalbasis，firstlythroughtheanalysisofthedevelopmentprocessandcurrentsituationoftheTaiwanbanking，formingtheoutlineofdevelopmentandindustryholimicunderstandingofTalwan’sbanking：secondlyusetheswotmodeltocomparetheBankofTalwantofacethecompetitionof

4、theChinesebanksandforeignbanks，summingupthecompetitiveadvantagesandopportunitiesthatcanbeachievedbytheTaiwanbankingindustryinthemainlandmarket．aswell越theirownweaknessesandthethreatofexternalenvironmentfactorsobtained．Throughtheanalysisoftheswotmodel，Taiwanbankingsh

5、ouldtakewhichcompetitivestrategytooccupythemarket．Thirdly,throughtheanalysisofmarketingstrategiestakenbytheBankofTalwan抽themainlandmarketwiththeirow／1advantagesandmarketopportunities，drawingthemarketstrategy,targetgroupofTaiwanbanking，thetargetmarketandtargetlocati

6、oninthemainlandmarketT州sarticleisstructuredintosixchapters：nlefirstchapterisinⅡoducfion．Itdescribestheresearchbackground．thepurposeandsignificanceofthestudy,theapproachofthestudy,andtheinnovationandinadequateofthispaper．1、esecondchapter,firstslimsupthegeneraltheory

7、ofbankinginvestmentandmarketingstrategy,includingtheinternationaltradeandinvestment，industrialorganization，regionaleconomics，strategicmanagementtheory．itprovidesatheoreticalreferenceforthelaterchaptersonspecificissuesSecond，itreviewstheliteratureofthecurrentcross-s

8、traitresearchersonTaiwanbanking，tounderstandtheIIlstainssituationoftheTaiwanbankingThethirdehapterintroducesthedevelopmentcourseofTaiwanbanking,a