以平台策略觀點探討台灣純網銀發展-以樂天商業銀行與LINE Bank為例

金管會於2018年4月公布純網銀設立原則草案，並於隔年2019年2月開放業者申請，共計有3家申請人提出，分別為連線商業銀行(LINE Bank)、將來商業銀行與樂天國際商業銀行(Rakuten Bank)，而進入2020年，陸續看到了樂天商業銀行、LINE Bank陸續開業，正式宣布台灣純網銀的時代的來臨，為金融領域寫下新的篇章。而在平台的經營模式逐漸成為了現代的顯學與潮流之下，本研究嘗試以建立平台四個步驟與商業模式九宮格之架構，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分析純網銀，並撰寫本論文。從本研究中能夠知道，樂天商業銀行與LINE Bank平台成立階段背後之策略思維、各自商業模式的分析，以及未來擴張可能遭遇的問題與治理原則建議。期許期能夠給予銀行業者、或其他新創業者實務上的一些策略想法，以及提供學術界關於新興產業或與生態系平台模式相關的有趣研究結果與策略研究方向。

關鍵字

純網銀；平台策略；建立平台的四個步驟；商業模式； LINE Bank ；樂天商業銀行

並列摘要

After the Financial Supervisory Commission passed the licenses of the three internet-only banks in 2019, these internet-only banks have begun to put all out effort to start their business. These internet-only banks have their own advantages: Rakuten Bank has experience in Japan and the Rakuten ecosystem in Taiwan; NEXT Bank has shareholders from diversified industries ; and LINE Bank owns resources from LINE Group and their ecosystem. 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. As the platform’s business model has gradually become a trend, this research uses the theory of Platform strategy and business model to analyze. Since LINE bank and Rakuten Bank have already run their business , I pick those as a target to focus, analyze, and comment internet-only bank’s development and strategies in Taiwan. With a view to giving banks and other companies practical strategic advice, as well as providing academic research directions on ecosystem-related platform business model.