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研究生： 阮氏芳
Thi - Phuong Nguyen
論文名稱： 個案研究：台北富邦銀行在越南的國際策略
A Case Study of Taipei Fubon Bank’s International Strategy in Vietnam
指導教授： 徐中琦
Jon-Chi Shyu
口試委員: 劉邦典
Pang-Tien Lieu
梁榮輝
Zong-Fui Liang
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理系
Department of Business Administration
論文出版年： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 90
中文關鍵詞： 無
外文關鍵詞： International Banking, Taipei Fubon Bank
相關次數： 點閱：204  下載：4 
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    Vietnam and Taiwan are both members of WTO and APEC. Taiwan is the fifth FDI investor in Vietnam. All is to say that Vietnam and Taiwan economic relationship is developing well and in need of a stronger financial cooperation and service development. The purpose of this case study is to analyze potential market and suggestion to expansion activities of Taipei Fubon Bank in Vietnam. Thanks to increasing trade between Taiwan-Vietnam and rapid banking growth for this region, Taipei Fubon Bank’s customer who is Taiwanese organizations or individual is motive for them to set up three branches in Vietnam. However, Vietnam with a young population and ever expanding banking market hold more chance and potential for Taipei Fubon Bank to exploit. The source of information of this case study comes from interviewing the authorized persons in Taipei Fubon Bank (Ho Chi Minh branch). In the light of their insight data, Five-forces model and SWOT analysis are used to analyze the competiveness of banking industry in Vietnam and Taipei Fubon’s pros and cons enter in Vietnam. Taipei Fubon Bank faced some challenges due strict regulations of State Bank of Vietnam. The close connection of Capability and Customer is the main factor for Taipei Fubon Bank’s strategy to keep its milestone in providing excellent services and reducing risks. Finally, this thesis provides some suggestions to Taipei Fubon Bank in order to enlarge its customer base to Vietnamese customer. To be able to achieve that, suggestion related to cultural and innovative service are clearly stated. Also buying stake of a Vietnamese bank is suggested based on data analysis and assumption that other suggestions bear fruit in attracting a larger market share. However due to confidentiality reasons, Fubon Bank’s financial statements, some data and some specific figures could not be provided for further analysis.

    ABSTRACT III ACKNOWLEDGMENTS V CONTENTS VI LIST OF TABLE X LIST OF FIGURES XI CHAPTER 1 : INTRODUCTION 1 1.1 Introduction 1 1.2 Research Background and Motivation 1 1.2.1 Research Objectives 3 1.2.2 Professional Practice Research Question 3 1.2.3 Scope of research 3 1.3 Research Content and Flowchart 4 CHAPTER 2 : LITERATURE REVIEW 7 2.1 International Strategy Theory 7 2.2 Framework of International Banking 8 2.3 Forms of International Banking 9 2.3.1 Representative Office 10 2.3.2 Branch 11 2.3.3 Subsidiaries (wholly foreign-owned banks) 11 2.3.4 Joint venture – Consortium Bank 12 2.3.5 Acquisition 12 2.4 Determinants of Bank Expansion 13 2.4.1 Microeconomic determinants 13 2.4.2 Macroeconomic determinants 14 2.5 Effect on the international expansion 15 2.6 Banking Industry in Vietnam Region 16 2.6.1 Short History of the Banking Sector 16 2.6.2 Vietnamese banking regulation 18 CHAPTER 3 : RESEARCH METHODOLOGY 21 3.1 Research design 21 3.2 Data collection 22 3.2.1 Primary Data 22 3.2.2 Secondary data 23 3.2.3 Case interview 23 3.3 Research Limitation 25 3.4 Data analysis 25 CHAPTER 4 : INDUSTRY ANALYSIS 27 4.1 Banking industry in Vietnam 27 4.1.1 Strength, Weakness, Opportunity, Threat (SWOT) analysis of the Vietnamese Banking Sector 27 4.1.2 Foreign Banks 28 4.2 Five-Force analysis of Vietnam banking industry 28 4.3 Company Overview 36 4.3.1 Background of Taipei Fubon Bank 36 4.3.2 Organization structure 37 4.3.3 Taipei Fubon Bank’s Achievement 39 4.3.4 SWOT Analysis of Fubon Bank in Vietnam 40 CHAPTER 5 : CASE ANALYSIS 43 5.1 Opportunities in Vietnam market 43 5.1.1 Strong growth in emerging economies’ domestic banking assets 43 5.1.2 The Increasing Trading Between Taiwan and Vietnam 44 5.1.3 Following customers 45 5.2 Explore Company’s Resource and Capability 47 5.2.1 Regionalization 47 5.2.2 Market segmentation 49 5.3 Challenges in Vietnam market 51 5.3.1 Challenges of Law on the State Bank of Vietnam 51 5.3.2 Challenges from competitors in host market 53 5.3.3 Implementation steps for expansion 56 5.4 Mode of entry 57 5.5 Risk management strategies 59 5.5.1 Credit risk 59 5.5.2 Market risk 61 5.5.3 Operational risks 61 5.5.4 Asset, liability and liquidity risk 62 5.6 Strategic Competitiveness Outcome 62 5.6.1 High quality service awareness 62 5.6.2 Taipei Fubon Bank’s upcoming business plan 63 CHAPTER 6 : CONCLUSION AND RECOMMENDATION 65 6.1 Conclusion 65 6.1.1 Key success factors 65 6.2 Recommendation 66 6.2.1 Further focus on Vietnamese customers 66 6.2.2 Exploring opportunities through partnership 67 6.2.1 Upgrading to upper mode 68 6.2.2 Keep strengthen on Taiwanese SMEs customers 70 6.3 Limitation and further research of this thesis 71 REFERENCE 72 NOTE 76 Appendix A 77 Appendix B 78

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