| Summary: | 碩士 === 義守大學 === 財務金融學系碩士班 === 99 === The motivation of this study aims to explore Taiwan’s banking industry entering mainland China to establish branches in succession after Taiwan signed MOU and ECFA with China, and it is important to find the key success factors of Mortgage Loan Operating Strategy. We devise a questionnaire by interview six specialists of Finance, one graduate student from China, and sort the literature review. We use factor analysis to find dimensions and items of each key success factors of mortgage loan operating strategy.
The study result has the following findings:
1.From the questionnaire, the main motivations for Taiwan’s banking industries entering mainland China are “there are too many banks in Taiwan”, “China has potential of financial market scale and developent”, and “the credit granting assessment of Taiwanese businessman in China is in the grasp of Taiwan’s banking industries”. And we found top three key success factors of mortgage loan operating strategy when Taiwan’s banking industries entering mainland China, viz “establish good credit and operating performance”, “establish good service image and expand market occupying rate”, and “enhance credit granting assessment to capital uses and private information”; thus, these three factors can serve as the reference direction for mortgage loan operating strategy in the future.
2.With regard to the factors of the entry model of Taiwan’s banking industries entering mainland China by factor anlysis. They can be divided into two dimensions: the motivations and opinions and entry model of Taiwan’s banking industries entering mainland China after signed ECFA. With regard to the key success factors of mortgage loan operating strategy that are established through factor analysis, and they can be divided into six dimensions: human resources management strategy, approach strategy, promotion strategy, target client, image strategy, and credit granting strategy.
3.Through statistical testing analysis, one can finds that the dimension of “credit granting strategy” in different types of banks shows significant difference, but it shows insignificant difference in different professional titles and seniorities when comparing the bank types, professional titles, seniorities, educational backgrounds and the key success factors of mortgage loan strategy when Taiwan’s banking industries entering mainland China. In different educational backgrounds shows significant difference in the dimensions of “human resources strategy”, “target client”, “image strategy”, and “credit granting strategy”.
4.We use AHP to find the assessment items and the weight of dimensions of the key success factor of mortagage loan marketing strategy after Taiwan’s banking industries entering mainland China, which the top three weighted values are “to slove the problems when the clients face the troubles”, “to finish the commitiments to clients quickly”, and “to take account of client’s right”.
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