Abstract:

Based on the reform of China mainland banking sector and investment trends of Taiwanese banking institutions entering into the mainland financial market, this paper researches the advantages of Taiwanese banks, the obstacles that may be encountered, the measures that need to be taken, and also proposes six ways may be taken by Taiwanese banking institutions This paper begins with analyzing the demand of China mainland banking reform and reasons for Taiwanese banks willing to enter into China mainland financial market Through the comparison between China mainland banks and foreign banks, this paper also analyzes the strengths and weaknesses of Taiwanese banking institutions and further discusses strategies and routes which should be taken by Taiwanese banking institutions in order to enter into China mainland efficiently and effectively, including the determination of the target customers, the orientation of the target market, the entry mode and so on

Key words: Taiwanese banking institutions, China mainland market, analysis of strengths and weaknesses, route of entry