| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 104 === Abstract
The main purposes are strength cross-strait financial exchanges and cooperation and promote the development of cross-strait economic relations. After 2009, we signed ECFA for Taiwanese business opportunities in CTBC bank. Wish to provide the domestic financial sector in building China wealth management business strategy or policy.
This study uses both internal resources and external environment to find out the strengths, weaknesses, opportunities and threats of CTBC’s wealth management business in China. After combine CTBC’s internal resources and external environment to build CTBC’s business strategies, wishing could be the reference of Taiwan’s banks plan extend business to China.
1. Strengths Opportunities (SO) Strategy
Copying success wealth management service from Taiwan to China, though extend service size and rising locations efficiency to conformation proficient private bank service.
2. Strengths Threats (ST) Strategy
As entity and virtual resources becoming integrated, suggesting use the strength financial service experience to development pull marketing instead of push marketing.
3. Weaknesses Opportunities (WO) Strategy
Through strengths of geopolitics, language and local culture to recruits local experts, balance the over investment cases, and linked strategy alliance by cross-area.
4. Weaknesses Threats (WT) Strategy
Consider the uncertainty of investment in China, we suggesting banks may use small and flexible entity provide wealth management in China. Cooperation with local banks to extend ways of marketing could provide safety, flexible and legality service by alliance, and wipe out the threats from international big banks.
Key words：wealth management，SWOT analysis，business strategies
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