金控銀行商業模式之研究-以T金控銀行為例

金融業正面臨客戶需求變化，受到高科技產品的普及以及政府對於金融機構管制的放寬政策影響，使得傳統銀行不僅獲利空間緊縮，影響金融業獲利能力。在利差不斷減少，競爭不斷加劇的情形下，如何提升台灣商業銀行的核心競爭力，進行商業模式創新，實有其必要性。 Kim與Maubrogne(2006)認為「價值」和「創新」必須同步化考量，因此本研究目的即在探討銀行經營模式如何同時融入創新元素與價值提升思維，同時探討利潤流向與經營活動之整合性架構，提出銀行商業模式創新。據此，本研究採用Osterwalder(2010)所提出的商業模式基本要素為研究方法，納入目標客層、價值主張、通路、顧客關係、收益流、關鍵資源、關鍵活動、關鍵合作夥伴、成本結構等面向探討個案銀行現有的商業模式。本研究發現透過商業模式創新，可以針對特定客層提供滿足其需求的價值主張，並且由成本結構分析以及建立新的收益流結構，有助於金融業在面對全球競爭環境中維持競爭力。本研究希望藉由金融銀行的商業模式創新成果，未來將有助於國內其他金融業者思考經營方針政策參考。

關鍵字

高科技；商業模式；創新

並列摘要

The liberalization of Taiwan`s banking sector began from 1984 when the government has modified decree in additional branches, and liberalization of interest rates. There are lots of financial institutions set up due to the regulation lifted and decree liberalized by the government. The banking business model must constantly innovate to meet the financial industry increasingly competitive environment. Kim and Maubrogne (2006) considered "value" and "innovation" must be synchronized considerations. The purpose of this study is trying to investigate how to establish the bank business model while incorporating innovative elements and the value enhancement. At the same time, a proposed banking business model innovation will be explored from the integrated framework of operating activities and profit flows. This study is proposed a new business model which is consisted of nine elements by Osterwalder (2010), including customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships and cost structure, for the T finance holdings. The study revealed that through business model innovation, value proposition can provide to meet their needs for a particular demographic, and structural analysis of the costs and create new revenue streams structure helps to maintain the core competitiveness of the financial sector in the face of global competitive environment. This research hopes the financial results of the bank's business model innovation, the future will help the domestic industry to think of other financial operating policies of reference.

並列關鍵字

High-Tech ； Business Model ； Innovation

參考文獻

1. 朱炫璉、吳志銘(2009)，台灣金融控股組織對銀行效率之影響，台灣管理學刊， 9(1)。

12. Johnson, M. W. (2010). Seizing the white space：Harvard Business Press Boston.

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金控銀行商業模式之研究-以T金控銀行為例

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