傳統銀行面對純網銀浪潮之競爭策略分析 –以玉山銀行為例

純網銀時代，在2019年金融管理委員會正式核准三家純網銀業者營業執照後正式來臨，帶動台灣許多銀行積極朝服務面、系統面、組織面、流程面進行整體的營運轉型，此舉勢必為已面臨Overbanking的台灣金融市場興起新的波瀾，競爭策略與顧客經營方針將產生一定程度的變化。本研究目的，首先為探討純網銀在各國發展之趨勢，了解純網銀這樣的概念在各國實踐的情況、鎖定的客群、創造的效益及未來的方向；再者，對照台灣市場，研析三家純網銀業者之股東結構、生態系建立、競爭優劣勢以及其在台灣可能的利基點為何，分析其對傳統銀行可能造成之影響與挑戰；最後，以玉山銀行為例，分析其目前之市場地位、已推出之數位產品、服務、資訊系統與正在進行之專案，說明其目前數位轉型策略佈局，以及面對純網銀業者進入市場之應對方針與積極性的競爭策略。本研究透過閱讀大量與純網銀、網路銀行、金融科技等相關的文獻，及深度訪談，初步彙整純網銀下可能之變革，最後，聚焦於玉山銀行的發展，就發展現況與應用策略進行研究、提出相關建議，並對有興趣的學者提供未來研究方向建議。

關鍵字

玉山銀行；純網銀；數位化；商業模式；價值主張

並列摘要

The era of online-only banking comes after the financial management committee officially approved the business licenses of three online-only banks in 2019, which has led many banks in Taiwan to actively transform their operations, service, system, organization, and process. This move will creates new wave in Taiwan's financial market and make change on competition strategies and customer management policies. The purpose of this research is to first explore the development trend of online-only banks in other countries, and survey the practice of how they operates, who are their target customers, what the benefits created and the future direction. After understand the how online-only banks survive in foreign countries, we compare Taiwan's three new entrants, includes their shareholder structure, ecosystem, competitive advantages &disadvantages, and possible niche points in Taiwan. After examining their possible impact and challenges on traditional banks, we take E.SUN Bank as an example to analyze its current market position and several operating dimensions, such as the digital products, services, information systems, and the ongoing projects. This study of E.SUN Bank will also focus on their current digital transformation strategy, and finally, deliberate E.SUN's strategy of how to defend the aggressive competition brought from the three new competitors.