| Summary: | 碩士 === 淡江大學 === 國際商學碩士在職專班 === 97 === As a business starts to be globalized, it has to make a decision of choosing a new market to target. In the process of globalization, financial business in Taiwan faces an important issue of how to choose a proper strategy to penetrate into a new market. Whether a financial business adopts appropriate strategies and modes of running would affect its profit, market share, and even its advantages. In this thesis, the issue of choosing a new market is to focus on the mainland China. Although the Taiwanese government policy of cross-strait is not completely released yet, it can be prospected that Taiwanese business will be able to have more strategic modes and rapid reactions when the policy become completely clear in the future. This is a qualitative and descriptive research that contains related domestic and overseas literatures reviews, secondary data and reports collecting, and interviews with managers and staffs of companies in related field. The business strategies of financial holding companies are also to be discussed by a case study of a company under a theoretical framework.
The research is to find the key factors affect a company strategy by reviewing its mission statement, as follows: the key factors of the internal environment, the industrial environment and the macro-environment. Then, strategy formulations of the company are to be deducted, and analyze how a strategic decision is also appropriated by its subsidiary (for example, how the decision is appropriated by its subsidiary in the process of entering a new market). The conclusion is as follows: the factors of the internal environment is"the team worth to entrust", the industrial environment is"the globalized Chinese market" and the macro-environment is"grasp of financial situation beating". With analysis of the aforementioned three key factors in three dimensions, the research deducts that "Glocalization" is the key strategic factor for the case company. The analysis process of the key factors for formulation of strategy contributes suggestions for financial business to explore strategies in the future and to enter new markets.
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