行動支付的行銷與推廣-合作金庫為例-

自從1992年智慧型手機問世，到2019年智慧型手機逐漸普及，到處都可見人們透過智慧型手機完成許多事情。人們上網習慣已從電腦逐漸轉移到手機上，而購買商品方面，也從之前的實際的交易行為逐漸轉移到數位的交易行為上，過去習慣的紙幣付款行為轉成在行動支付上完成交易的需求也逐漸增加。行動支付市場的成長率目前規模為25.8%，由於其成長速度非常快，預估在2022年全球各國市場規模價格總值將達到33,880億美元，由此可見行動支付儼然已成為未來趨勢。本研究採用個案研究法(Case Study)，以訪談方式為工具，並針對個案對象合作金庫之21位具有行銷或管理經驗之銀行行員進行訪談，最後再將收集的訪談記錄資料加以整理歸納分析研究。研究結果發現，合作金庫行動支付在行銷推廣有下列幾個重點:1.行銷模式方面-客戶較偏愛優惠折扣2.行銷效果方面-銀行員工認為效果不好佔1/3以上3.客群方面-年長者居多、年輕族群較少4.產品操作方面-複雜不夠簡潔5.面臨的困境方面-操作畫面對年長者不夠友善及隱私維護與安全性有所顧忌。本研究經過分析，探討管理意涵，並提供個案對象之建議以便其後續研擬方案參考之用。

關鍵字

行動支付、行銷與推廣、個案研究法

並列摘要

The smartphone is produced which is popularized from 1992 to 2019 gradually. Many people take the smartphone to do things on the internet they want. The human goes on the net from computer to smartphone gradually. Purchasing products from tangible transaction to an invisible transaction. Paying money went mobile payment slowly. The mobile payment market growth rate of scale is 25.8%. The market growth rate is very quick. Forecasting market price is 33880 billion US dollars. The consumers in advanced countries using the intention of mobile payment sustain growing up. Mobile payment will be the trend in the future. This study adopts a case study method, using interviews as a tool, and conducts in-depth interviews with 21 bank employee with marketing or management experience in the case object The Taiwan Cooperative Bank. Finally, the collected interview records are sorted and analyzed. The results of the study found that the cooperative vault mobile payment has the following key points in marketing promotion: 1. In terms of marketing mode-customers prefer preferential discounts. 2. In terms of marketing effect-bank employees think that the effect is not good, accounting for more than 1/3 of the customer group. 3.The majority of the elderly, and the young population is small. 4. Product operation-complex and not concise enough. 5. Difficulties faced-the operation screen is not friendly enough to the elderly and there are concerns about privacy maintenance and security. After analysis, this study explores the implications of management and provides suggestions for The Taiwan Cooperative Bank for reference in subsequent research plans.

並列關鍵字

Mobile payment, Marketing and promotion, Case study method

參考文獻

王瑞德、林于珊(2019)。以選擇式聯合分析法探討台灣行動支付平台策略及分析之研究。管理與系統，26(3)，293-319。

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行動支付的行銷與推廣-合作金庫為例-

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