台灣純網銀產業競合策略分析—以LINE Bank為例

在金管會通過了三家純網路銀行的執照後，傳統商業銀行開始推出許多對策，以面對三家純網路銀行的競爭。而三家純網銀各自有優點，樂天銀行擁有在日經驗及樂天生態圈；將來銀行有多元產業股東，以及台灣最大電信業中華電信撐腰；連線銀行(LINE Bank)則擁有LINE集團資源與完整生態圈。這也使台灣的金融銀行產業進入了虛實整合的競爭時代。而LINE Bank的集團資源豐富，且擁有行動支付、虛擬點數的經驗，加上在日本也推出不少與金融相關的服務，因此筆者選擇LINE Bank作為主要企業，檢視其進入策略，並參考策略工具，提供其生態圈為主的策略發展建議等。　　因此本文搜集了官方資訊、次級資料、專業書籍以及過去學者觀點等資訊，使用質化研究的個案研究法來撰寫本論文，分析與檢視台灣商業銀行的現況及因應對策，以及台灣純網路銀行未來發展、競爭合作的建議與方向，以期能夠給予銀行業者實務上的策略建議，以及提供學術界關於新興產業或與生態圈平台模式相關的策略研究方向。

關鍵字

純網路銀行；生態圈；連線商業銀行；金融業； PARTS戰略；策略鑽石模型

並列摘要

After the Financial Supervisory Commission passed the licenses of the three internet-only banks, traditional commercial banks have begun to launch many strategies to face the competition from the three internet-only banks. These internet-only banks have its advantages: Rakuten Bank has experience in Japan and the Rakuten ecosystem in Taiwan; NEXT Bank has shareholders from diversified industries and the support of Chunghwa Telecom; and LINE Bank owns resources from LINE Group and complete ecosystem. This has brought Taiwan's f banking industry into an era of virtual and real integration. LINE Bank has plentiful group resources and experience in mobile payment and virtual points, besides it also has some financial-related services in Japan. Therefore, the author chooses LINE Bank as the main enterprise, examining its entry strategy, and refers to the strategic tools, and provides strategic suggestions for LINE Bank. This master thesis collects official information, secondary information, professional books, and past scholars’ opinions and other information, using the case study method of qualitative research to write this article, to analyze and review the current situation and countermeasures of Taiwan’s commercial banks, as well as to provide suggestions and directions for the future development of internet-only banks in Taiwan. With a view to giving banks practical strategic advice, as well as providing academic research directions on new-entry industries or ecosystem-related platform business model.