台灣銀行業行動支付市場經營策略-以C銀行為例

The Operational Strategy of Mobile Payment in Taiwan Banking Industry - A Case of C Bank

呂其勳(Chi-Hsun Lu)

指導教授 ： 林江峰

淡江大學/商管學院/國際行銷碩士在職專班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00915

摘要

數位化浪潮來襲，科技的演進促使產業續發展，在個人電腦逐漸被智慧型手機及平板電腦取代之際，人們越來越離不開對行動裝置的依賴。在處處可連上網的行動世代中，銀行業所提供的服務對消費者而言，已經逐漸從特定消費轉變為日常行為，顧客對於銀行通路的偏好及需求都和從前有極大的不同。

為了因應行動支付成為台灣金融業轉型的趨勢，本研究蒐集台灣台灣金融產業行動支付發展現況，以外部總體環境分析、金融產業環境五力分析、SWOT分析對個案銀行進行分析並探討其經營策略，希望能藉由此研究，供給未來想要發展行動銀行的金融機構在經營及策略上的參考。

關鍵字

科技金融 ； 行動支付 ； NFC ； SWOT ； PEST

並列摘要

Riding the waves of digitization, the evolution of technology promotes the development of industries continually. When the personal computers are replaced gradually by the smart phones and Tablet PC, people rely increasingly on mobile devices. In the mobile generation, which the Internet can be connected everywhere, the services which are provided from banking have come to transform specific consumption to daily behavior. The preferences and demands of the consumer for the bank marketing channel are greatly different from those in the past.
In order to in response to trends of the transition of financial industry for mobile payment in Taiwan, this study collects the mobile payment of development status of Taiwan's banking industry. The methods used in this paper are known as Porter five forces analysis to environment of financial industry, SWOT analysis, et cetera. The purpose of the study was to provide some references in business and strategy to the financial institutions which would like to expand mobile banks.

並列關鍵字

Fintech ； Mobile Pay ； NFC ； SWOT ； PEST

參考文獻

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