The main purpose of this thesis is to unravel key success factors of major financial holding companies (FHCs, hereafter) in Taiwan and explore their strategic opportunities in Asian markets to sustain continuous growth. We take multiple case study approach and purposively select seven major FHCs as research samples. Guided by the SCP paradigm, we first conduct a thorough analysis on the industry structure and performance. With these fact-base analytical results, relative competitive strength and success factors of these sample companies are concluded. We then apply C-SOP and 3S models to unravel growth strategies of sample FHCs and use CAGE and CPA model to analyze Asian market opportunities. Last but not least, by comparing the theoretical outcome with practical implementation, we could conclude the insights from the existing entry strategies of Taiwan’s major FHCs in Asian market. Our research results can be depicted as following. In terms of company growth, the synergy, economies of scale and economies of scope would appear when the FHCs seized the right timing to emerge the M&A and launch the overseas expansion to boost the growth internally and externally. In the aspect of Asian market entry strategy, there would be some difference between practical and theoretical outcomes in the CPA Model after adjusting various distances according to CAGE. After throughout analyses, the reason lies in the facts that there have been more qualitative factors such as capital and entry regulatory, the timing of entry, culture effects and so forth which could not be quantified and included in the CPA adjustment options. Based on these results, implications to the theories used in the research and to the strategic planning of FHCs are also discussed. To further understand this topic, future research may consider using quantitative indicators, benchmarking or extending the topic to the global market as measures in order to advance and gain more insights.