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    Title: 行動通訊之演進暨對金融資訊服務產業之威脅與商機--以E公司為例
    The Business Opportunities of the Financial Information Service Vendors on The Evolution of Mobile Communications --- A Case Study on E-Corp.
    Authors: 陳建名
    Chen, Jimmy
    Contributors: 洪順慶
    Horng, Shun Ching
    陳建名
    Chen, Jimmy
    Keywords: 雲端運算
    智慧型行動載具
    五力分析
    核心競爭力
    產品生命週期
    資通訊整合匯流
    商業模式
    Cloud Computing
    Smart Handheld Device
    Five-Force Analysis
    Core Competence
    Product Life Cycle
    ICT Convergence
    Business Model
    Date: 2011
    Issue Date: 2013-09-05 14:02:01 (UTC+8)
    Abstract: 近年來因雲端運算(Cloud Computing)、智慧型行動載具(Smart handheld Device)等資訊與通訊技術的整合與匯流，再加上金融證券產業政策開放、國際化與自由化、證劵業在中國大陸發展的限制逐步鬆綁等諸多因素，原本各有自己領域的資訊服務廠商都開始磨拳擦掌，紛紛在手持式裝置上推出各種證券服務商品，這對過往在Ｂ２Ｃ領域獨佔鰲頭的E公司無異是最大的衝擊。
    本研究將藉由探討E公司現行定位、分析因智慧型行動載具之演進，對金融資訊服務廠商所產生的市場改變、衝擊與競爭，進而找出新的市場商機、訂定新的市場定位與策略，期盼能為該公司發展再造藍海市場商機。
    主要結論為：金融證券資訊服務產業已經是一紅海市場。為解決E公司面臨的產業困境，思考E公司未來發展走向，重新定位E公司的核心競爭力(Core Competence)，如何利用現有智慧型行動載具的特性化阻力為助力，在金融證券資訊服務產業這一片紅海中開闢新藍海。本研究將依據波特(Michael E. Porter)的五力分析及競爭論(On Competition)與洪順慶教授之新產品開發流程，提出新舊產品策略及商業模式(Business Model與Go-To-Market Model)的建議：
     舊產品:運用該公司在證券資訊市場的領先地位，作業流程核心管理能力，通路優勢與客戶特性，為進入衰退期的既有產品(專業股票機)發展社群服務，增加老客戶黏著度，並搶食競爭對手市場，以延續該產品生命週期。
     新產品:善用既有的雲端優勢及智慧型手持式裝置資通訊整合匯流與Web2.0的新技術，開發客製化(Tailor-Made)、主動揭露(Event Push、Calendar Push)，推出智慧的(Smart)、簡易的(Simple)、方便的(Convenience)的理財生活管家服務，開闢新藍海。
    During the past few years, the information service industry of the securities market has change hugely and the competition becomes more and more intensely, due to the opening and internationalization of the government industry policy and the rapid development of the ICT technology--includes cloud computing, evolution of mobile communication and smart handheld device, and ICT convergence….
    Because of these changes, the information service vendors of the securities market have started penetrating their services into mobile device with low-price or price-free strategy. The impact to the E-Corp, the leading company with the B2C business model, is most fiercely.
    First, the study will analysize the change, impact and competition of the information service industry of the securities market, and will apply E-Corp as the case-study-company and probe the current positioning of E-Corp. Finally, the study will try to find out the new business opportunities for vendors, and will make suggestions on marketing repositioning and product development and business strategy to E-Corp.
    Exectuctive summary:The information service industry of securities market is a red ocean market. The study will utilzie the theories of Five-Force-Analysis (Michael E. Porter), Product Life Cycle (SC Horng, NCCU Taiwan), Core Competence (Gary Hamel & C.K. Parhalad), and will also think how to apply new technologies, such as cloud computing, smart handheld device, Web2.0,…to solve E-Corp dilemma and to help E-Corp to creat new blue ocean business and market. The suggestions are:
     For current product: To extend the product life cycle. First, to apply the strength of the leading position in industry, channel strength and procedure management core competence to develop community network service to increase customers’ loyalty and to low down the rate of loss. Second, to seize the competitors’ customers.
     For new product:Apply the strength of cloud computing the E-Corp has, and utilize ICT convergence and smart handheld devices, Web2.0 technologies to extend the service from securities to financial/wealth management service with the functional characters of event push/calendar driven, and smart/simple/convenience.
    Reference: 1.蔡志宏著，《看台灣智慧型手機應用與內容發展趨勢》，台北:網路通訊國家型計劃，2010
    2.拓墣產業研究所著，《行動與智慧的結晶－智慧型手機發展趨勢剖析》，台北: 拓墣科技，2010
    3.陳玉鳳著，《智慧型手機狂潮來襲》，台北:Trade Magazine，2010
    4.陳瀠等著，《雲端策略 Cloud Computing Strategy》，台北:天下雜誌，2010
    5.鍾嘉德、高天助、楊嘉栩合著，《雲端運算與產業發展》，台北:行政院研考會，2010
    6.林信亨著，《雲端運算應用趨勢與我國商機之研究》，台北:資策會MIC，2009
    7.Michael E. Porter著，《On Competition 競爭論》，李明軒、高登第等合譯，台北:天下文化，2009
    8.溫金豐著，《組織理論與管理》，台北:學貫行銷，2009
    9.洪順慶著，《行銷管理》，台北:新陸書局，2008
    10.Philip Kotler & Fermado Trias De Bes，《Lateral Marketing 水平行銷》，陳琇玲譯，台北:商周出版社，2005
    11.李世暉著，《改變世界的任天堂》，台北:商周出版社，2008
    12.周金福著，《韓國HTS系統對台灣金融資訊市場之影響分析》，台北: 台灣證券交易所，2005
    13.吳崇貴著，《台灣證券市場之沿革與特質》，台北:元大證券，2008
    14.蔡修盛著，《台灣金融資訊業發展趨勢》，台北:台灣證券交易所，2010
    15.資策會著，《證券市場雲端平台與應用服務需求研究計劃》，台北:台灣證券交易所，2011
    16.David Yofpie & Renee Kim，《HTC Corp. In 2009》，Harvard Business School，2008
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    97932036
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097932036
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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