科技金融對傳統消費金融的影響： 以玉山銀行為例

The Impact of Financial Technology on Traditional Consumer Finance: The Case Study of E.SUN Bank

陳麒文(Chi-Wen. Chen)

指導教授 ： 洪世章

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2019年)

摘要

傳統零售銀行面臨的最大挑戰是什麼？是現有競爭零售銀行？是未來的虛擬銀行？還是科技公司發展的金融科技？或許真正的挑戰是未知的自己！長期的政策保護及現金為王的環境，讓同處全球化的台灣零售銀行業面對極大的生存風險與挑戰；「通路為王」是零售銀行面對紅海競爭的生存之道，而這樣的策略卻是造成台灣零售銀行規模太小、競爭力不足。本研究目的乃探討在金融科技時代，台灣零售銀行消費金融業務及從業人員面臨的最大挑戰？因應之道及未來發展策略？
本研究同時應用了玉山銀行發展金融科技的實際個案，並結合相關金融科技公司發展的科技技術，探討台灣銀行業發展金融科技的策略。本研究也透過個案訪談及研究資料蒐集分析，將「創新六策」（洪世章，2016）書中論述之心法與招式，從「能力」分析玉山銀行的核心能力、並透過開放式創新來評估玉山銀行的創新能力；從「定位」與五力分析玉山銀行面對產業與競爭者外部環境的機會與威脅，並對潛在競爭者「避實擊虛、因機制變」；同時利用「整合」中的垂直、水平整合金融科技生態圈的「合縱連橫，捭闔張弛」之效；而「開放」更是將相關關係人做跨界交流及產官學合作、消費者創新等開放連結，從中找尋最佳的「旁徵博引，轉益多師」；本研究最終是透過「賦名」引領玉山銀行所有員工，共同投入創新、擁抱創新，從變革思維中達到「心的連結」。
本研究根據實際個案，真實反映自許為「具有銀行執照的科技公司」玉山銀行，面對金融科技的衝擊所產生的問題及解決方案，也期透過「創新六策」書中論述的六大創新策略，提供創造「人」不同於科技的價值，並作為零售銀行消費金融從業人員面對金融科技挑戰時最佳的葵花寶典。

關鍵字

金融科技 ； 創新六策 ； 玉山銀行

並列摘要

What are the biggest challenge now facing traditional retail banks? Is it an existing competitive retail bank? Is it a virtual bank ofthe future? Or is it a potential competitor ~ the development of FinTech companies? The real challenge may be the unknown self! Long-term policy protection and cash for the King's Environment, make Taiwan's retail banking industry, globalized in the same location, face its survival risks and address those challenges; Access to the King "is the way for retail banks to survive the Red Sea competition, and such a strategy is to cause Taiwan's retail banks to be too small and less competitive." This study explores the biggest challenges faced by Taiwan's retail banks and their consumer finance business and practitioners in the era of FinTech. What is the best way forward and also an effective future development strategy?
This study applies the actual case of the development of FinTech by E.SUN Bank and discusses the strategy for developing FinTech in Taiwan's banking industry in light of the scientific and technological technology developed by the relevant FinTech companies. Through case interviews and research data collection and analysis, the "Innovation Six Policy" (Hong Shi-zhang, 2016)in the Book of the Heart method moves, from the "ability" to analyze the core capabilities of E.SUN bank and through open innovation assesses the innovation capacity of E.SUN Bank; from both" Positioning” and Five Forces analysis of E.SUN Bank in the face of the industry and its competitors, external environment opportunities and threats, and potential competitors"Shiri, due to the mechanism change ". The use of" integration "in the vertical, horizontal integration of the FinTech ecosystem" Combined with the Rising waste "effect; And" "Open" for the relevancy related tocross-border exchanges and production official cooperation, consumer innovation, and other open links, to find the best "evocative, transfer multi-division”. This study ultimately uses the"assignment" to lead the staff of E.SUN Bank to jointly invest in innovation, embrace innovation, and move change thinking to discover a"heart link."
According actual cases, this study is a true reflection of E.SUN Bank, a "technology company with Bank license", facing both problems and solutions’arising from the impact of FinTech. It also addresses the value of creating "people" different from science and technology through using thesix innovative strategies discussed in Innovation Six Policy as retail bank consumer finance practitioners facing scientific and FinTech challenges.

並列關鍵字

FinTech ； Innovation Six Policy ； E.SUN Bank

參考文獻

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