簽訂ECFA後臺灣證券業進入大陸市場模式及經營策略之初步研究

The Initial Study on the Entry Model and Business Strategies of Taiwan's Security Industry Entering Mainland China after Signing ECFA

臺灣與大陸在2009年11月17日正式簽訂金融業監理備忘錄(MOU)，對於兩岸證券業之發展將進入一個嶄新的局面，另外兩岸經濟合作架構協議(Economic Cooperation Framework Agreement,ECFA)也於2010年6月29日在重慶簽署，並於9月12日正式生效，對於臺灣證券業登陸發展將有新的發展契機。本研究利用文獻探討、專家訪談及問卷調查方式，針對臺灣證券業進入大陸市場的模式和經營策略進行探討。研究結果發現臺灣證券業進入大陸市場模式和營運策略方式為：1.設立證券分公司。2.與中資券商或外資券商進行策略聯盟或股權合作。3.參股互補性城市券商。4.推動電子網路券商。5.採本土化兼具國際化經營策略。

Taiwan and Mainland China had signed MOU in November 17, 2009; Taiwan's security industry will begin to participate in the Mainland China securities market. With the promotion of cross-strait economic cooperation framework agreement (ECFA's) conduct had signed in June 29, 2010 in Chongqing and ECFA had formally effected in Sep 12, 2010. It will enter a new developing chance for the Taiwan's securities industry entering Mainland China. The study use the literature review, exporters' interviews, and questionnaire investigation for Taiwan's securities industry entering the mainland China market to explore the entry model and business strategies. The study finds Taiwan's securities industry entering the Mainland China and running the strategies: 1. Setting the branch company. 2. Being the alliance or cooperating with China and foreign investment broker. 3. City brokerage shares complementary. 4. Promoting the Internet online brokerage. 5. Taking the local and international business strategies.