純網路銀行的策略創新

隨著互聯網普及及各項數位科技的應用，全球的金融科技(FinTech)興起並呈現快速的增長。無論是傳統銀行的數位化以及近年來各國純網銀的開放對於銀行的經營面臨全新的挑戰與機遇。網際網路的普及結合智慧型手機以及應用程式(application)人們就可以迅速完成以往銀行的交易流程。台灣在金融主管機關開放的政策下即將迎接純網銀的到來,期望透過純網銀的鯰魚效應促使國內現有銀行提升及優化服務給消費者. 面對台灣overbanking 的情況，雖然純網銀的開放帶來新的機會但是面對傳統銀行數位化的競爭將面臨相當大的挑戰。如何透過創新的商業模式，參考國外純網銀成功的經驗，並研擬適合的品牌及行銷策略並改善客戶的服務體驗將是從激烈競爭下勝出的關鍵。本論文先就純網銀的定義作一說明，並探討純網銀在國際上發展的歴程以及面臨的機會與挑戰。對於剛剛通過設立的三家純網銀作比較分析。探討純網銀可能的創新模式及數位生態系並分析國外純網銀成功的經驗。此外對於純網銀如何發展品牌及行銷策略作說明並分析國外純網銀在品牌及行銷策略成功的經驗。對於台灣純網銀的業者如果能以創新的商業模式並打造數位生態系，並在開始建立適合的品牌及行銷策略，將有機會在激烈的競爭中勝出。

關鍵字

純網銀；創新策略；品牌與行銷

並列摘要

With the popularity of the Internet and the application of various digital technologies, FinTech has emerged and is showing rapid growth. Both the digitalization of traditional banks and the launching of Internet-only banks in various countries in recent years create new challenges and opportunities for the operation of banks. The popularity of the Internet combined with the smartphones and apps enable people to complete banking transactions quickly. Taiwan is about to welcome the arrival of Internet-only banks under the open policy of financial authorities. It is hoped that the catfish effect of Internet-only banks will encourage existing domestic banks to improve and optimize services to consumers. Facing the situation of Taiwan’s overbanking, although the launching of Internet-only banks brings new opportunities, the competition will be fierce from the digitalization of traditional banks. How to use innovative business models, refer to the successful experience of foreign Internet-only banks, and develop suitable brands and marketing strategies to improve customer service experience will be the key to winning from fierce competition. This paper first explains the definition of Internet-only banks, and discusses the development of Internet-only banks around the world and the opportunities and challenges it faces. Make a comparative analysis of the three Internet-only banks that have just been established in Taiwan. Explore the possible innovative models and digital ecosystems of Internet-only banks and analyze the successful experience of Internet-only banks abroad. In addition, it explains how Internet-only banks develop brands and marketing strategies and analyzes the experience of foreign Internet-only banks in brand and marketing strategies. For Internet-only banks in Taiwan, if they can use innovative business models, build a digital ecosystem, and begin to establish a suitable brand and marketing strategy, they will have the opportunity to win in the fierce competition.