第三方支付網路金流商業模式之探討-以金融機構儲值業務為例

Third-Party Payment Internet Cash Flow Business Model –An Empirical Study of Financial Institutions Prepaid Business

陳泰成(Tai-Cheng Chen)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/管理學院經營管理EMBA專班/碩士(2014年)

摘要

本研究旨在探討第三方支付網路金流商業模式未來策略發展方向。另為金融業務擴展和金融增值服務，以金融機構儲值業務為例，蒐集相關文獻及次級資料、產業訊息分析，運用商業模式相關理論，以白地策略經營為基礎，採個別專家深度訪談方式，依訪談結果分析探究金融機構如何掌握第三方支付儲值業務，進行商業模式的調整，發展獨特的商業模式及競爭優勢，找尋可行的藍海市場，並運用第三方支付平台，提昇交易安全及服務效益。
本研究採用Osterwalder and Pigneur(2012)所提出的商業模式九個構成要素為研究架構，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第三方支付網路金流商業模式。金融機構在面臨紅海競爭環境，經由第三方支付網路金流商業模式創新，追求既有市場之外的市場白地，滿足潛在客戶需求的價值主張，並且由成本結構分析以及建立新的收益流結構，有助於金融業在面臨全球競爭環境，仍維持核心競爭力。另依訪談大綱彙整專家討論意見，以九宮格商業模式圖分析第三方支付網路金流的創新，將研究結果展現成商業模式之綜合性解說，希望藉由此商業模式創新探討成果，有助於國內金融業者擬定經營政策參考。

關鍵字

第三方支付 ； 網路金流商業模式 ； 金融機構儲值業務

並列摘要

This study aimed to explore the future strategic direction of Third-party Payment Internet cash flow business model. Another expansion of financial services
and financial value-added services to financial institutions prepaid business, for example, relevant literature and secondary data collection, analysis of industry information, using the theory of the business model, to white, policy-based operations, mining depth interviews individual experts , according to the results
of analysis of interviews with financial institutions to explore how to use Third-party Payment prepaid business, adjust the business model, the development of a unique business model and competitive advantages, to find a
viable blue ocean market, and the use of Third-party Payment platform to enhance the security of transactions and services benefits.
In this study, Osterwalder and Pigneur (2012) proposed nine elements of the business model for the study of architecture, incorporating target customer, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partners, cost structure, etc. explore the third-party payment network
for cash flow business model. Financial institutions in
the face of the competitive environment of the Red Sea, through third-party Internet payment cash flow business model innovation, the pursuit of both white, outside the market, market, value proposition to meet the needs of potential customers, and create new revenue streams from the cost structure analysis and structure to help the financial sector in the face of global competition,
remains the core competitiveness. Another discussion interview outline compiled in accordance with the views
of experts in squared third-party payment business model innovation network diagram analysis of cash flow, will
show the results of a comprehensive study to explain the business model of hope by this business model innovation
to explore the results to help domestic financial industry to develop operating policy reference.

並列關鍵字

Third-Party Payment ； Internet Cash Flow Business Model

參考文獻

﹝16﹞會計月刊專題(2014)。第三方支付上路/開啟電子商務新樣

﹝4﹞李振昆 (2007)。策略聯盟探討與個案分析。碩士論文，國立

﹝5﹞何崇熙 (2013)。專利產業之創新商業模式探討－以中小型專

﹝6﹞陳建良 ( 2013)。商業模式創新及演化之研究-以GUC為例。

Research Methods , Eleventh Edition. The McGraw-Hill