BANK 3.0銀行未來式-透過行動銀行線上開立存款帳戶可行性之探討『以第一銀行為例』

吳佩芬(Pei-fen Wu)

指導教授 ： 黃泓人

國立中央大學/管理學院/財務金融學系碩士在職專班/碩士(2015年)

摘要

網際網路帶動各行各業在電子商務的蓬勃發展及創新服務，行動無線上網設備逐漸成熟，智慧型手機的使用頻率也相對增高。透過手機使用無線上網的比率也相對高，帶動許多產業無限的商機，對金融產業而言，金融產品電子化更是必然的趨勢及方向，故銀行業必須不斷創新發展電子化的金融商品，並將電子化通路視為銀行經營上重要的產品及服務。
第一商業銀行為全國通路最多據點最多商業銀行，存、放款市占率位居國內領先地位，主要重點項目著重在放款授信業務，對其電子金融商務仍有較大成長空間。為了因應BANK 3.0數位時代來臨，各家銀行摩拳擦掌針對行動銀行的功能進化提升，然而卻未有一家銀行具有可透過行動銀行連結開立銀行帳戶之方便性，因此本研究以第一銀行為個案，首先透過文獻探討了解行動銀行業務發展，再從金融產業外部環境競爭面及個案銀行的內部環境條件進行探討，以國內外銀行為了因應BANK 3.0時代所推行動電子化做為案例分析，欲作為行動銀行線上開立存款帳戶可行性之參考。

關鍵字

BANK 3.0 ； 行動銀行 ； 線上開戶

並列摘要

Internet drives all walks of life to boom and develop creative service in electronic commerce. Wireless mobile devices grow in maturity and smartphone usage frequency also boosts correspondingly. The higher ratio of surfing the internet via smartphone brings along unlimited business opportunities in several industries. For finance industry, financial product computerization is an inevitable trend, so banks have to continuously develop creative computerized financial commodity, and take computerized channels as important products and services in bank operation.
First Commercial Bank has the most channels and the most branch offices in Taiwan. Its market share in deposit and loan takes the lead in Taiwan. It puts emphasis on credit loan affairs and there is still larger growth space in this field. Responding to the coming of Bank 3.0 digital times, all banks are eager to enhance mobile bank function, however, currently there is no bank having the convenience of opening accounts via mobile bank. Thus, this research uses First Commercial Bank as an example of case, firstly discussing and realizing the development of mobile bank affairs through literature, secondly discussing from outer environment of financial industry and inner environment of this case bank, and lastly taking the computerized mobile bank services which domestic and foreign banks have launched to respond Bank 3.0 as the case analysis. In conclusion, to make a reference to the feasibility of establishing deposit accounts via online work.

參考文獻

4. 張凱惠(2015)，『邁向數位金融3.0台灣銀行業的轉型與挑戰』，台灣經濟研究月刊第38卷第五期第72-73頁，104年5月。

一、中文部分

1. Yin R.K.(1994)，”Case Study Research:Design and Methods”，尚榮安 (譯)。 個案研究法。台北：弘智文化

2. BRETTKING KING(2012)，『銀行轉型未來式BANK3.0』，孫一仕（譯）。

3. 沈順意(2012)，『智慧型手機行動銀行對銀行業經營策略之分析』，逢甲大學電子商務碩士在職專班碩士論文。