China''s entry into the WTO: "Implications for amrket access of European banks in China and Chineses banks in the EU

The aim of this thesis is to analyze the impact of China’s entry into the WTO on European banks’ market access in China and Chinese banks’ market access in the EU. To answer the above question the best way of research is to make a survey from the industry’s perspective. In the legal part, I made a broad analysis of banking legislation for market access in the EU and China. In the business part, primary and secondary data are used to study how banks should react under current circumstance. Successful market entry can be achieved either through Greenfield Mode or M&A Mode. European banks adopt both Greenfield Mode and M&A Mode to penetrate into the Chinese financial market. Under Greenfield Mode, European banks should follow European enterprises and seek Chinese premium customers. Product factor should also be considered to find European banks’ niche market. Cooperation with local banks will also speed up European banks’ market entry process. Except traditional Greenfield Mode, European banks adopt M&A Mode by strategic investment in Chinese banks. This strategy will afford European banks immediate access to target market, well-established customer base and branch networks of local banks. At present, Chinese banks penetrate the European financial market through Greenfield Mode. Chinese banks will benefit from brand name recognition and credit rating of the head office by establishing a branch. Establishing a wholly owned subsidiary will afford Chinese banks the benefit of Single Banking License and Universal Banking Model. I also suggest M&A Mode as a long-term strategy to Chinese banks