政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141400

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141400

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政大機構典藏 > 商學院 > 企業管理研究所（MBA學位學程） > 學位論文 > Item 140.119/141400

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題名:	台灣純網銀經營策略—以香港、新加坡、英國為例之分析 The strategy of the Neobank industry in Taiwan: hints from Hong Kong, Singapore, and the United Kingdom
作者:	張敏賢 Cheung, Man-Yin
貢獻者:	黃國峯傅浚映 Huang, Kuo-Feng Fu, Jyun-Ying 張敏賢 Cheung, Man-Yin
關鍵詞:	五力分析波特鑽石模型理論純網銀 The Five Force theory the Porter’s Diamond theory neobanks
日期:	2022
上傳時間:	2022-08-01 19:01:30 (UTC+8)
摘要:	自2019年7月起，台灣金融監督管理委員會核准了三家純網路銀行（以下簡稱純網銀）申請，包括樂天國際商業銀行、連線銀行及即將投入服務的將來銀行。台灣的純網銀發展相對緩慢，而本地傳統銀行產業也十分競爭，台灣的純網銀應如何部署？又可以從其他國家的發展及經驗中學到什麼？本研究嘗試以個案分析來為台灣純網銀的經營策略提出淺見，當中會參考香港、新加坡及英國的純網銀發展。本研究以五力分析及波特的鑽石模型理論來比較香港、新加坡及英國的國家競爭優勢，檢視與台灣的相同之處，從而在以上國家的純網銀發展及策略中評估及提出台灣純網銀可行的經營策略。本研究最終為台灣純網銀的經營策略提出了短期及中期的建議。短期策略中，台灣的純網銀可以提供服務以解決目前顧客所面臨的痛點，同時也需要把服務連接到日常生活及加強與顧客的交流。中期的策略中，台灣純網銀可以建立起生態圈，以利用公開銀行的API提供一站式服務。 The Taiwan Financial Supervisory Commission has approved three neobanks’ applications since July 2019, including Rakuten International Commercial Bank, Line Bank, and Next Bank which will soon be running the business. The development of neobank in Taiwan is relatively slow, and the local traditional banking industry is also very competitive. How should neobank be deployed in Taiwan? What can be learned from the development and experience of other countries? This study attempts to provide some insights into the business strategy of the neobank industry in Taiwan through case analysis, which will refer to the development of neobanks in Hong Kong, Singapore, and the United Kingdom. This research compares the national competitive advantages of Hong Kong, Singapore, and the United Kingdom, based on the Porter`s Diamond Model theory and the analysis of the neobank industry by the five-force theory, examines the similarities with Taiwan and evaluates and proposes the development of Taiwan’s neobank industry and strategy from the above countries. This study finally provides short- and medium-term recommendations for the business strategy of the neobank industry in Taiwan. In the short-term strategy, neobanks in Taiwan can focus on the customers’ pain points, link the service with customers’ daily life and enhance the interaction with them. In the medium-term strategy, neobanks in Taiwan can build the ecosystem and provide a one-stop service by open banking API.
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描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 109363108
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0109363108
資料類型:	thesis
DOI:	10.6814/NCCU202200875
顯示於類別:	[企業管理研究所（MBA學位學程）] 學位論文

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