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  • 學位論文

台灣純網路銀行經營策略分析

Analysis of Strategy of Taiwanese Internet-only Bank

指導教授 : 魏啟林
共同指導教授 : 朱文儀(Wenyi Chu)

摘要


近年來數位金融的浪潮逐漸影響亞洲,而台灣金融管理監督委員會也在2019年公告三家純網路銀行(以下簡稱純網銀)名單,期望能掀起銀行界的鯰魚效應。本研究係以台灣三家純網銀為研究主體,以網路銀行、純網銀相關文獻及國外純網銀案例,輔以台灣純網銀業者之深度訪談,推衍出純網銀之成功要素。從台灣整體大環境之政治、經濟、社會、科技四面向分析並探討其對銀行業及純網銀之影響,再以波特五力分析剖析銀行產業之競爭情況,並以策略理論,如:策略定位、柔道策略等進行純網銀經營策略之分析,歸納出台灣純網銀最佳經營策略。 策略的精隨在於「取捨」,因此純網銀需了解所處的環境以及自身的核心能力,並專注於其策略定位。純網銀已降了分行的維度,使其成本結構轉變,接下來則須思考針對其策略定位,需如何降維以達到策略目的。而純網銀的優勢在於全新的組織、思維、系統,使其能更快速、更有彈性的應變未來瞬息萬變的需求,尤其在大數據分析上能支援更及時、更多元的分析與應用。因此,純網銀初期可運用柔道策略,專注於服務利基市場,並兼顧客戶對其銀行品牌、系統、問題反應管道的信任。 然而,台灣純網銀的發展在數位銀行之後,許多銀行已成功推廣數位存款帳戶,且為數位銀行客群打造專屬的應用程式,因此除了降維外亦須升維,跳脫原本銀行間在銀行服務上的競爭,到更上一層的維度,以生態圈和生態圈競爭,才可能與數位銀行做出差異化,並享有長期超額利潤。

並列摘要


In recent years, the trend of digital finance has gradually affected Asia, and the Financial Supervisory Commission also announced the list of three internet-only banks in 2019, in order to bring the catfish effect in banking industry. This research is aim to analyze the strategies of the three internet-only banks in Taiwan by studying the materials related to internet banking and internet-only banks, analyzing the Key Success Factors (KSF) of internet-only banks in other countries and interviewing the managers who work at the internet-only banks in Taiwan. Futhermore, this study also analyzes the impact of the environment from political, economic, social, and technological aspects and uses Porter’s Five Forces’ framework to discuss the competition in the banking industry and provides some strategic suggestions for internet-only banks in Taiwan. Strategy is to think “ what not to do”, so the internet-only banks need to know the environment and the core competence of themselves, and then find their strategic positioning and keep focusing on it. The internet-only banks have already removed the branches and made their cost structure change. The next step is to focus on the strategic positioning and think “what not to do”, using “dimensionality reduction” to achieve the strategic purpose. The internet-only banks’ strength is their brand new organization, systems and innovative thinking, which let them have the ability to operate faster and more flexible to meet the quickly changing needs, especially supporting the real-time data analysis and applications. Thus, in the beginning, the internet-only banks can use “Judo Strategy”, focusing on serving niche market and building the customers’ trust. However, in Taiwan, before the internet-only banks appeared, many banks have promoted the digital bank accounts. Moreover, some traditional banks lauched the subsidiary brands and developed the exclusive Apps for the subsidiary brands. Thus, the internet-only banks in Taiwan need to do both “dimensionality reduction” and “dimensionality raising” strategies, and compete with the traditional banks in an upper level, the eco-system competition, where the internet-only banks have the opportunity to survive or even surpass the traditional banks.

參考文獻


英文文獻:
1. Porter, M. E. (1996). “What is Strategy?,” Harvard Business Review, 74(6), pp.61-78.
2. Johnson, M. W., Christensen, C. M., Kagermann, H. (2008). Reinventing your business model. Harvard business review, 86(12), 57-68.
3. Drucker, P.F. (1986). Entrepreneurial Judo. In Innovation and Entrepreneurship: Practice and Principles. (pp.225-232). New York: Harper Business.
4. Clayton M. Christensen, Michael Raynor, Rory McDonald (2015).“What Is Disruptive Innovation?”. Retrieved June 10, 2021, from https://www.hbrtaiwan.com/article_content_AR0003307.html

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