ENTERPRISE GLOBALIZATION AND ITS MARKETING STRATEGY － BANKS IN TAIWAN
Date Issued
2005
Date
2005
Author(s)
Chen, Yi-Yuan
DOI
zh-TW
Abstract
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.
Subjects
globalization
global marketing strategies
banks in Taiwan
Type
thesis
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