台灣第三方支付產業的競爭策略-以E銀行為例

Competitive Strategy of Taiwan’s Third-Party Payment Industry - A Case Study of E Bank

陳永恆(Chen,Yung Heng)

指導教授 ： 王俊程

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2016年)

摘要

國際上有關第三方支付交易與經營模式已實行多年，亦佔當地相當之數額及市佔交易量，反觀台灣第三方支付業者在以往政府法規及較高限制與門檻的監控下，相關機制的運行狀況嚴重落後歐美，雖近年在業者們積極的爭取下，相關第三方支付專法已在2015年上路實施，惟在後續的執行進度與發展上，仍有諸多的挑戰和不確定性，加計國人消費習慣尚未建立，國內業者在相關發展路程上，恐需面臨諸多困難及挑戰。

本研究以國內信用卡市佔前三大的E銀行為個案公司，透過Michael E. Porter的五力分析，探討台灣第三方支付產業的結構，及個案公司在五種不同面向的作用力下如何透過策略操作及優勢佈局，發揮競爭優勢。由感知風險中，得知第三方支付平台透過公正第三人之獨立機構，提供橫跨於買方及賣方間之交易消費保障，亦能有效降低風險損失的產生。

本研究亦提出對個案銀行五力分析之建議，以及「銀行及非銀行業者間的競合關係」、「政府應該扮演的角色」以及「跨業競爭與創新科技運用」的趨勢觀察，做為後續個案銀行營運規劃及參考。

關鍵字

感知風險 ； 五力分析

並列摘要

Third-party payment transactions and business model has been in place for many years in the international. In the local market, its market share and the transaction amount is also a certain percentage. In contrast third-party payment industry in Taiwan, because the statute of limitations as well as the government set the threshold limit. The third party payment transaction mode is seriously lagging behind Europe and the United States. In recent years, through the industry tried to actively seek third party payment method has been designed to implement in 2015 .But there are still many challenges and uncertainties in the implementation of the follow-up and development. In addition, people's consumption habits established not yet, the domestic industry in the development process is bound to face many difficulties and challenges

This article is a case study of E. Sun Bank, it is the domestic credit card market share of the top three financial holding company. The use of Michael. Porter's five forces analysis to explore Taiwan's third-party payment industry architecture. Faced with five kinds of forces as well as different aspects，How the E. Sun Bank operating advantages through strategic layout and play competitive advantage? By the perceived risk , third-party payment platform through an independent agency impartial third party to provide buyers and sellers trading consumer protection, it is also effective in reducing the risk of loss .
This article also advise on the case of the bank's five forces analysis, As well as "the competing relationship between banks and non-banks"、"Government should play what role?" And "cross-industry competition and the use of innovation and technology" trend observation, as the follow-up of cases of banking planning and reference.

並列關鍵字

perceived risk ； five forces analysis

參考文獻

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8. 財團法人國家政策研究基金會，http://www.npf.org.tw/

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