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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/136901


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/136901


    Title: 個案分析：純網銀在台灣的發展與機會 –以樂天國際商業銀行為例
    Case Study: The Development and Opportunities of the Internet-Only Bank in Taiwan – Take Rakuten International Commercial Bank as an Example
    Authors: 蔡安妍
    Tsai, An-Yan
    Contributors: 周行一
    Chow, Hsing-Yi
    蔡安妍
    Tsai, An-Yan
    Keywords: 純網銀
    數位交易
    樂天國際商業銀行
    數位存款帳戶
    金融科技
    開放銀行
    生態系統
    電子支付機構
    Internet-only Bank
    Digital Transformation
    Rakuten International Commercial Bank
    Digital Savings Account
    Fintech
    Open Banking
    Ecosystem
    Electronic Payment Institutions
    Date: 2021
    Issue Date: 2021-09-02 16:30:44 (UTC+8)
    Abstract: Since 2016, the banking industry has started digital transformation and embedded fintech techniques into products and services. Some experts believe that Taiwan is overbanking. Therefore, banks are striving to develop their uniqueness and competitive advantages, hoping to make the business profitable and sustainable. Meanwhile, the Financial Supervisory Commission released related regulations to ensure the stability of the market.

    In January 2021, the first Internet-only bank Rakuten International Commercial Bank officially opened. Why did its key shareholders Rakuten Inc. and IBF Financial Holdings decide to open a brand-new bank rather than doing business from the existing banks and confident to reach break-even within 3 years? Is Rakuten Bank`s successful experience in Japan able to duplicate to a new market? What would be the challenges for its development?

    This case study is figuring out the development and opportunity of the Internet-only banks in Taiwan by analyzing the banking industry, regulations, Rakuten Bank’s business model, and potential threats. Eventually, providing a holistic view for people who’s not familiar yet interested to know the story.
    Reference: 1. 歐素華.(2018).台灣篇之四：王道銀行之行動支付.東吳大學商學院個案. 取自: https://reurl.cc/O0gLzv
    2. 台灣銀行家雜誌.(2019).借鏡日本》六家純網銀最慢第5年就開始獲利 他們怎麼做到？. Retrieved from CredereMedia website: https://www.cmmedia.com.tw/home/articles/13203 
    3. 沈瑜. (2019).樂天國際商銀強攻 資安、生態圈是最大優勢. Retrieved from Global Views Monthly website: https://www.gvm.com.tw/article/60294  
    4. 李靜宜. (2019). 3家全上！純網銀執照名單終於揭曉，將來銀行、LINE Bank、樂天銀行通通取得執照！各自優勢大比較. Retrieved from iThome website: https://www.ithome.com.tw/news/132123
    5. 李靜宜. (2019). 為何三家純網銀都核准？顧立雄解釋最大理由是，3家目標客群不同，能各自創造新營運模式. Retrieved from iThome website: https://www.ithome.com.tw/news/132139
    6. 洪綾襄.(2019).銀行取締役社長永井啟之發豪語：3年損益兩平》樂天強打台日同盟 力拚純網銀門票. Retrieved from Wealth Magazine website: https://www.wealth.com.tw/home/articles/19972 
    7. 李靜宜.(2020).日本純網銀20年經驗助攻，樂天國際銀行CIO在臺IT戰略首度大公開. Retrieved from iThome website: https://www.ithome.com.tw/people/141969 
    8. 高敬原.(2020).樂天銀行搶下純網銀頭香！總座揭密獨門「1%心法」，如何顛覆保守的金融業？.Retrieved from Business Next website: https://www.bnext.com.tw/article/60445/rakuten-online-bank
    9. 梁任瑋.(2020).樂天純網銀上路 真正對手不只傳統銀行.Retrieved from Business Today website: https://reurl.cc/MAb6Em 
    10. 林欣蓉.(2021).【解密樂天3】靠併購打造橫跨生活的大帝國！從金融買到運動，為何吃不下一間電視台？. Retrieved from Business Next website: https://www.bnext.com.tw/article/62272/rakuten-m-a
    11. 高敬原.(2021).台灣第一家純網銀「樂天國際銀行」滿月成績體檢，Pizza理論預告用戶：好戲在後.Retrieved from Business Next website: https://www.bnext.com.tw/article/61457/akuten-bank-taiwan-one-month 
    12. 高敬原.(2021).台日兩大電商王者聯手！樂天銀行攜手Pi 拍錢包，終於要在台灣布局生態圈了嗎？Retrieved from Business Next website: https://www.bnext.com.tw/article/62840/rakuten-bank-pi 
    13. 陳君毅. (2021).身為純網銀先行者，樂天國際銀行卻不推「殺手級」服務！靠什麼建立台灣的生態圈？. Retrieved from Business Next website: https://www.bnext.com.tw/article/61655/rakuten-bank-gm-interview 
    14. 陳慶徽.(2021).台灣首家類純網銀，王道兩年換四位個金長 只想把銀行搬上網 金融數位轉型將成災難. Retrieved from Business Weekly website: https://www.businessweekly.com.tw/Archive/Article?StrId=7003576
    15. Cathay Financial Holdings.(2021).從CSR到ESG，看見國泰金控與全球俱進的巨幅躍進. Retrieved from CommonWealth Magazine website: https://www.cw.com.tw/article/5114719
    16. Central Bank of the Republic of China.(2021). List of Financial Institutions. Retrieved from: https://www.cbc.gov.tw/public/data/ebookxls/wlist.pdf
    17. Deloitte Insights.(2020).Top nine challenges to digital transformation for financial institutions. Retrieved from Deloitte website: https://www2.deloitte.com/tw/tc/pages/financial-services/articles/rp200521-fsi-top9-challenges.html
    18. FSC.(2020).Measures to strengthen the supervision of internet-only banks. Retrieved from: https://www.fsc.gov.tw/en/home.jsp?id=471&parentpath=0%2C4 
    19. FSC.(2020).Capital Market Roadmap 2021-2023. Retrieved from: https://www.fsc.gov.tw/en/home.jsp?id=54&parentpath=0,2&mcustomize=multimessage_view.jsp&aplistdn=ou=news,ou=multisite,ou=english,ou=ap_root,o=fsc,c=tw&dataserno=202009240002&dtable=News 
    20. FSC.(2021).Total Digital Savings Accounts by 110Q1. Retrieved from: https://www.banking.gov.tw/ch/home.jsp?id=591&parentpath=0,590&mcustomize=multimessage_view.jsp&dataserno=201911270001&dtable=Disclosure 
    21. FSC.(2021).Total Electronic Payments Institues by 110Q1. Retrieved from: https://www.banking.gov.tw/ch/home.jsp?id=591&parentpath=0,590&mcustomize=multimessage_view.jsp&dataserno=201805300001&dtable=Disclosure 
    22. FSC.(2021). Return on Assets and Return on Equity of Domestic Banks. Retrieved from: https://www.banking.gov.tw/ch/home.jsp?id=157&parentpath=0,4&mcustomize=bstatistics_view.jsp&serno=201105120002
    23. FSC.(2021). Table 9. Ranking of Domestic Banks. Retrieved from: https://www.banking.gov.tw/ch/home.jsp?id=595&parentpath=0,590&mcustomize=bstatistics_view.jsp&serno=201105120009
    24. Joseph Tseng.(2020).Good News for Global Fintechs: Proposed Amendment to Taiwan`s Act Governing Electronic Payment Institutions Aims to Consolidate the Development of Electronic Money and Payment Industries and Streamline the Provision of Payments. Retrieved from JDSUPRA website: https://www.jdsupra.com/post/contentViewerEmbed.aspx?fid=da1d02bb-7ce0-48b2-bd30-f5b3455bf0ad
    25. Kao Shih-ching.(2021).FSC approves two e-payment firms. Retrieved from the Taipei Times website: https://www.taipeitimes.com/News/biz/archives/2021/06/25/2003759750
    26. MOEA (2021).Rakuten International Commercial Bank Company Overview. Retrieved from MOEA website: https://findbiz.nat.gov.tw/fts/query/QueryBar/queryInit.do
    27. Rakuten Bank. Rakuten Bank’s financial status. Retrieved from Rakuten Bank website: https://www.rakuten-bank.co.jp/company/disclosure/situation.html
    28. Rakuten International Commercial Bank.(2021).Rakuten Ecosystem. Retrieved from the official website. https://www.rakuten-bank.com.tw/portal/about/Rakuten-Ecosystem 
    29. Temenos.(2021).Branching Out: Can Banks Move From City Centers to Digital Ecosystems?. Retrieved from the Temenos website: https://www.temenos.com/insights/white-papers-reports/global-summary-eiu-report/#download
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    108933023
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108933023
    Data Type: thesis
    DOI: 10.6814/NCCU202101222
    Appears in Collections:[International MBA] Theses

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