台灣銀行業數位金融經營策略之研究

銀行業在台灣的金融服務中十分重要，然而長期累積下來，銀行業正面臨著許多挑戰，像是銀行家數過多，過度競爭等問題，以及金融科技的創新，所造成各家銀行近年來需積極進行數位轉型，並發展數位金融的服務，而在發展數位金融服務的同時，隨著時代的變遷，又面臨了更新的議題，那就是純網路銀行的降臨，然而純網路銀行目前尚未正式營運，所造成之衝擊，以及對於銀行業生態圈是否造成改變還是未知數，因此現有的銀行僅能以強化自身數位金融的服務去著手努力。本文以在數位金融方面發展優良的玉山銀行以及中國信託商業銀行，以SWOT分析與五力分析做個案比較，了解我國銀行業在數位金融發展方面，擁有領導地位的銀行之經營策略。

關鍵字

銀行業；經營策略；數位金融

並列摘要

Banking industry is very important in financial services of Taiwan. However, after a long period of time, banking industry is facing many problems, such as overbanking, excessive competition, and financial technology innovations. These challenges make that banks need to progress digital transformation actively and develop digital financial services. As the times change, another problem is coming while digital financial services are developed. That is, the online-only bank. But online-only bank has not worked yet. The official operation, the impact, and the change that will change the banking ecosystem are still unknown, so existing banks only can do their efforts to strengthen their digital financial services. The article compares E.SUN Bank and CTBC Bank as case studies, which have developed excellent digital finance. We use SWOT analysis and Porter five forces analysis to understand the business strategies of banks that have the leading positions in the development of digital finance in Taiwan's banking industry.