回顧過往國際企業進入策略的相關研究，發現之前的學者多偏重於探討影響多國籍企業進入模式或進入時點的因素；儘管多國籍企業進行海外投資的最終目的在於獲利，但是探討多國籍企業策略與其海外子公司績效關係的研究數量卻遠遠無法反映其重要性，這個現象對於服務業的研究而言更為明顯。同時，隨著科技發展與全球化浪潮興起，各國貿易往來頻繁，而擔負融通各經濟部門所需資金的金融業自然也是欣欣向榮。在台灣，自從1964年政府開放外商銀行的投資限制之後，數十年來在台的外商銀行對於台灣金融創新與金融人才培育的貢獻不言可喻，績效表現更是值得本國銀行學習。
綜合上述研究背景與動機，本研究希望藉由探討外商銀行母公司的資源與決策與其在台分行績效的關係，找出影響外商銀行在台分行績效良窳的關鍵因素。因此，本研究以在台的外商銀行為研究對象，依據OLI架構列出外商銀行母公司本身的資源條件變數，同時考慮外商銀行在台設立分行的時間為其策略行為變數，藉由蒐集台灣通過並施行金控法與金融機構合併法之前、後的樣本資料，透過複迴歸分析，幫助我們確認出影響外商銀行在台分行績效差異的關鍵因素。根據實證結果顯示，影響外商銀行在台分行績效的關鍵因素為其進入台灣市場的時間先後，亦即無論台灣的金融條件對於外商銀行的競爭環境產生任何的變化，先進入市場的外商銀行將可獲取龐大的先進者優勢，進而對其在台分行的獲利表現有極為明顯的助益。

Former research on entry strategies are generally focused on finding the determining factors for MNCs' entry timing or entry mode. Albeit MNCs' ultimate reason of investing in foreign markets are gaining profits, number of papers discussing MNCs' strategies and the performance of their subsidiary are far away from representing its importance – especially in the realm of service industries. Meanwhile, along with advanced technology and the trend of globalization, international trades are flourishing. Financial firms are as well in the bloom due to their job as being capital borrowers and lenders. In Taiwan, since the government allowed foreign banks to invest in 1964, foreign banks contributed much in breeding financial innovation and training professionals. Their performances are as well benchmarks for domestic banks.
Combined with aforementioned backgrounds and motives, this thesis aims at discussing the relation between the resources and decisions of the foreign banks' parent firms and its Taiwan branches' performance in order to figure out the key factor affecting the performance of these banks' Taiwan branches. Thus, this study will serve foreign banks' Taiwan branches as samples and list resource condition variables of their parent banks according to OLI framework. The entry timing of these foreign banks is served as the strategy behavior variable. Via analyzing sample data before and after the Financial Holding Company Act and Merger and Acquisition of Financial Institutions Act with multiple regressions, this study intends to confirm the key factor affecting the performance of these banks' Taiwan branches. According to the results, the key factor would be entry timing. That is, regardless of the environmental challenges posed against these banks, the first mover advantage dominates in explaining the performance of these banks' Taiwan branches.

第一章 緒論 1
第一節、研究背景與動機 1
第二節、研究問題與目的 3
第三節、研究流程 5
第二章 文獻探討 7
第一節、企業國際化之動機 7
第二節、進入時點之文獻探討 13
第三節、外商銀行在台灣的發展 17
第四節、企業經營績效指標 25
第三章 模型與假設建立 26
第一節、研究架構 27
第二節、研究假設 29
第四章 研究方法 36
第一節、研究對象 36
第二節、研究變數之操作性定義與衡量 37
第三節、資料分析方法 42
第五章 實證結果與分析 43
第一節、樣本資料描述 43
第二節、研究假說之檢定結果 50
第三節、研究結果分析 63
第六章 結論與建議 68
第一節、管理意涵 70
第二節、後續研究建議 72

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