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| Title: | 以平台策略觀點探討台灣純網銀發展-以樂天商業銀行與LINE Bank為例
A study on the development of Internet-only Banks in Taiwan from a platform strategy perspective：Cases of Line Bank and Rakuten Bank |
| Authors: | 林顥
Lin, Hao |
| Contributors: | 謝凱宇
Hsieh, Kai-Yu
林顥
Lin, Hao |
| Keywords: | 純網銀
平台策略
建立平台的四個步驟
商業模式
LINE Bank
樂天商業銀行
Internet-only bank
Platform strategy
Four steps to establish a platform
Business model
LINE Bank
Rakuten Bank |
| Date: | 2021 |
| Issue Date: | 2021-12-01 14:49:32 (UTC+8) |
| Abstract: | 金管會於2018年4月公布純網銀設立原則草案，並於隔年2019年2月開放業者申請，共計有3家申請人提出，分別為連線商業銀行(LINE Bank)、將來商業銀行與樂天國際商業銀行(Rakuten Bank)，而進入2020年，陸續看到了樂天商業銀行、LINE Bank陸續開業，正式宣布台灣純網銀的時代的來臨，為金融領域寫下新的篇章。
而在平台的經營模式逐漸成為了現代的顯學與潮流之下，本研究嘗試以建立平台四個步驟與商業模式九宮格之架構，搜集了官方資訊、次級資料、專業書籍以及過去學者觀點等資訊，使用質化研究的個案研究法來分析純網銀，並撰寫本論文。從本研究中能夠知道，樂天商業銀行與LINE Bank平台成立階段背後之策略思維、各自商業模式的分析，以及未來擴張可能遭遇的問題與治理原則建議。期許期能夠給予銀行業者、或其他新創業者實務上的一些策略想法，以及提供學術界關於新興產業或與生態系平台模式相關的有趣研究結果與策略研究方向。
After the Financial Supervisory Commission passed the licenses of the three internet-only banks in 2019, these internet-only banks have begun to put all out effort to start their business. These internet-only banks have their own advantages: Rakuten Bank has experience in Japan and the Rakuten ecosystem in Taiwan; NEXT Bank has shareholders from diversified industries ; and LINE Bank owns resources from LINE Group and their ecosystem.
This master thesis collects official information, secondary information, professional books, and past scholars’ opinions and other information, using the case study method of qualitative research to write this article. As the platform’s business model has gradually become a trend, this research uses the theory of Platform strategy and business model to analyze. Since LINE bank and Rakuten Bank have already run their business , I pick those as a target to focus, analyze, and comment internet-only bank’s development and strategies in Taiwan.
With a view to giving banks and other companies practical strategic advice, as well as providing academic research directions on ecosystem-related platform business model. |
| Reference: | 一、中文文獻
1. Michael A.Cusumano, Annabelle Gawer, David B.Yoffie(2020).平台策略(陳琇玲譯；初版).商周出版(原著出版於2020)
2. Alex Osterwalder(2012).獲利時代(尤傳莉譯；初版).早安財經(原著初版於2012)
3. 劉曉薇(2019) .「純網路銀行對銀行業的影響研析」，彰化銀行專題譯述
4. 邱倢芯(2018) . 純網銀成電信商新戰場，台灣大、遠傳靠攏LINE團隊。檢自https://www.ettoday.net/news/20181121/1312050.htm
5. 姚惠茹(2021) . 純網銀大比拚！樂天放寬 1% 活儲條件、LINE BANK 夢想帳戶祭 2.08%。檢自https://technews.tw/2021/05/21/pure-online-banking-competition/
6. 盧沛樺(2019) . 給人才又砸錢57億，富邦看上Line Bank的盤算是什麼？檢自https://www.cw.com.tw/article/5093766
7. 陳怡樺(2018) . 富邦銀、聯邦銀花47億入股LINE PAY 是為參股網銀「買心安」？檢自https://reurl.cc/mL6OGV
8. 高敬元(2019) . 為純網銀已燒掉上億！樂天攜手IBM建置系統，展現落地決心。檢自https://www.bnext.com.tw/article/54233/rakuten-bank-team-up-with-ibm
9. 鄧天心(2019) . 純網銀執照出爐 三家銀行股東橫跨多領域。檢自https://newtalk.tw/news/view/2019-07-30/279274
10. 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。https://www.ithome.com.tw/people/141969
11. 高敬元(2020) . 從社群銀行到純網銀！LINE在台、日、泰三大市場還要佈局哪些金融策略？https://www.bnext.com.tw/article/59693/line-bk-services
12. 沈瑜(2019) . 國票金董座魏啟林：其他兩家純網銀，恐怕「自己人打自己人」。https://www.gvm.com.tw/article/67603
13. 洪立遠(2019) . 深入探討日本純網銀樂天銀行如何成功獲利。https://www.bnext.com.tw/article/56104/japan-internet-only-bank-rakuten
14. 李靜宜(2019) . 純網銀掀起臺灣金融法規大鬆綁，開業前還有7大監理最終考驗。https://www.ithome.com.tw/news/132357
二、英文文獻
1. S.J.Liebowitz & Stephen E.Margolis(1994).Network Externality：An Uncommon Tragedy.Journal of Economic Perspectives 8,no.2,28-35
2. Timothy Bresnahan, Joe Orsini & Pai-Ling Yin(2015). Demand Heterogeneity, Inframarginal Multihoming, and Platform Market Stability：Mobile Apps. Stanford University Working Paper
3. Michael Katz & Carol Shapiro(1985).Network Externality, Competition, and Compatibility.American Economic Review 75,no.3,424-440
4. Top 15 Niche Online Businesses for Inspiration.ecommerce platforms(2018).https://ecommerce-platforms.com/articles/top-niche-ecommerce-stores
5. Jonathan Wareham, Paul Fox, & Josep Lluis Cano Giner(2014).Technology Ecosystem Governance.Organization Science 25,no.4
6. David B.Yoffie & Mary Kwak(2001).Playing by the rules：How Intel Avoids Antitrust Litigation. Harvard Business Review,119-122
7. Emma Woollacott(2017).YouTube Hires More Moderators as Content Creators Complain They are Being Unfairly Targeted. Forbes |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363078 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363078 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101720 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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