- 學位論文
在位者的競爭策略—以金融科技(Fintech)為例
Incumbent's competitive strategy – A Case of Fintech
摘要
金融科技的破壞性創新力量對傳統銀行及金融服務造成了巨大的影響，由於科技的進步，產業的界線越趨模糊，越來越多企業跨越產業的界線進行競合，許多金融科技新創公司(Startups)及世界級科技業(BigTech)，開始涉入金融的領域，提供民眾金融服務。在位者的銀行(incumbent)面對這些對手，要如何去因應挑戰? 本論文以Christensen 的資源、流程、價值(RPV)理論及結構洞理論(structural hole theory)為基礎，結合實務導向的產業個案分析，來發展研究命題。探討金融科技領域的生態循環，並以競技場及結構洞理論的說明競爭場域概念，解釋在位者及新進者如何創造機會，獲取競爭優勢。最後，以資源、流程、價值理論說明組織的能力，如何進行決策，構成組織競爭優勢。 本研究期望藉由所提出的十大命題及零售通路銀行的案例分析，歸納出銀行業面對金融科技的競爭挑戰下，如何進行競爭策略構思，並作為在位者銀行擬定策略的參考。
並列摘要
The power of disruptive innovation has huge impact on traditional banks and financial services. As industry boundaries continue to blur with the development of technological progress, more and more companies are co-opetition across industry boundaries. How to compete with new types of competitors such as Startups and BigTechs becomes a challenge to the incumbent banks. The research propositions combined theoretical perspectives, such as resources-processes-values (RPV) framework and Structural Holes theory, with industrial case studies. Start with the discussion of current FinTech ecosystem, this study using the concepts of arena and structural hole theory to descript competition field and explain the opportunities of Incumbents and market newcomers. This study also using RPV framework to address market players’ organizational capabilities in order to provide insights for decision making and the construction of competitive advantage. Finally, the study expects the ten propositions of the systematic viewpoint and the case studies of retail banks included can become a reference for Incumbents to formulating corporate competitive strategy under the competition of financial technology.