政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152658

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152658

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152658

Title:	金融業者建構數位點數生態圈之研究 - 以台新銀行 Richart Life 為例 The Construction of Digital Reward Points Ecosystem in Financial Industry: A Case Study of Richart Life
Authors:	張詠淳 Chang, Yong-Tsuen
Contributors:	吳豐祥 Wu, Feng-Shang 張詠淳 Chang, Yong-Tsuen
Keywords:	金融機構生態系統理論平台數位點數生態圈雙邊市場網路效應台新銀行 Richart Life Financial Institution Ecosystem theory platform digital points ecosystem two-sided market network effects Taishin Bank Richart Life
Date:	2024
Issue Date:	2024-08-05 13:07:06 (UTC+8)
Abstract:	隨著數位科技的進步和普及，傳統銀行不僅面臨來自金融科技企業的競爭，許多其他行業的龍頭企業也逐漸在金融市場中發展服務。面臨數位轉型的必要，金融業者多朝向建構生態系統來強化價值創造。在策略發展上，國內金融業者的轉型方向主要朝向「銀行即服務」（Banking as a Service）和「銀行即平台」（Banking as a Platform）兩個方向發展，並藉由各自獨有的優勢，將金融與生活服務相互結合，強化為消費者提供更便利的使用者體驗。然而，過往文獻中較少以生態系統建構的觀點來觀察金融業者的營運策略與作為，也少見將數位點數機制融入做為經營消費者的策略之一。因此，本研究希望針對金融業者發展生態圈的領域進行深入探討，特別是從生態系統的策略考量、營運作為與數位點數機制的角度來觀察，以了解其在發展數位點數生態圈上的關鍵考量。爰本研究的主要研究問題包括：（1）金融業者建構之數位點數生態系統平台參與者的角色為何？（2）金融業者建構數位點數生態系統之平台策略與營運活動及相關考量因素為何？（3）金融業者建構數位點數生態系統之過程為何？本研究選定國內首間發展數位點數生態圈的金融業者做為研究對象，考量研究的本質上多少具探索性，因此，研究方法上採較為合適的質性個案研究法，透過單一個案深入探究其數位點數生態圈的發展脈絡。研究架構的設計上以平台之策略面與營運面為核心，並探討其與「平台生產者」、「平台消費者」、「網路效應」與「產業特性」等之間的相互關係。本研究所得到的主要結論如下：（1）金融業者在建構數位點數平台上，會同時扮演平台提供者、平台管理者、平台生產者等角色，且做為生產者的角色上，會因為其提供的服務具特許性，因而在平台生態系統的經營上，獲得了額外的優勢。（2）金融業者建構數位點數生態系統的平台策略上，會因目標客群之特性不同，而著重以平台消費者之需求為主，平台生產者為輔。且會透過與平台生產者的合作來完善點數機制，進而提供更符合平台消費者價值主張的服務。（3）金融業者在數位點數生態系統的營運活動上，會透過「促進機制」來管理負向網路效應對平台之影響，也會透過「媒合機制」來增強平台上的正向網路效應。（4）金融業者建構數位點數生態系統的初期，會先透過篩選機制管理平台生產者的加入，並在確保平台生產者達一定規模後，接著將營運活動專注於吸引平台參與者，並透過平台生產者之服務留存消費者。（5）金融業者建構數位點數生態系統的後期，其營運活動會持續著重於吸引平台生產者，以確保平台上點數兌換方案的吸引力；至於針對平台消費者的營運活動方面，則會藉由點數機制所引發的正向循環網路效應來持續吸引消費者。本研究最後並提出學術上與實務上的意涵，以及後續研究的建議。 With the advancement and proliferation of digital technology, traditional banks not only face competition from fintech companies but also see major players from other industries gradually developing services in the financial market. Faced with the necessity of digital transformation, financial institutions are increasingly building ecosystems to enhance value creation. In terms of strategic development, the transformation direction of domestic financial institutions mainly focuses on "Banking as a Service" (BaaS) and "Banking as a Platform" (BaaP). By leveraging their unique advantages, these institutions integrate financial and lifestyle services to provide consumers with a more convenient user experience. However, the existing research seldom observes the operational strategies and actions of financial institutions from the perspective of ecosystem construction, nor does it incorporate digital points mechanisms as a strategy for managing consumer relationships. Therefore, this study aims to delve into the development of ecosystems by financial institutions, particularly from the angles of ecosystem strategy considerations, operational actions, and digital points mechanisms, to understand the key considerations in developing digital points ecosystems. The research questions include：（1）What are the roles of participants in the digital points ecosystem platforms constructed by financial institutions？（2）What are the strategic and operational considerations for financial institutions in building digital points ecosystem platforms？（3）What is the process of constructing digital points ecosystems by financial institutions？ This study selects the first financial institution in Taiwan to develop a digital points ecosystem as the research subject. Considering the exploratory nature of the research, a qualitative case study method is adopted, exploring the strategic context through an in-depth single case study. The research framework centers on platform strategy and operations, examining the interactions with "platform producers," "platform consumers," "network effects," and "industry characteristics." The main conclusions of this study are as follows: （1）In the digital points ecosystem built by financial institutions, financial institutions simultaneously act as platform providers, managers, and producers. The role of producers, due to the proprietary nature of the services provided, becomes an advantage in the financial institution's ecosystem. （2）In the digital points ecosystem built by financial institutions, the platform strategy focuses primarily on the needs of platform consumers, with platform producers playing a supporting role. By collaborating with platform producers to refine the points mechanism, value propositions are delivered to platform consumers. （3）Financial institutions manage the negative network effects on the platform through "promotion mechanisms" in their operational activities and enhance positive network effects through "matching mechanisms." （4）In the early stages of constructing digital points ecosystems, financial institutions manage the admission of platform producers through selection mechanisms, ensuring a certain scale of platform producers before focusing on attracting platform participants and retaining consumers through the services provided by platform producers. （5）In the later stages of constructing digital points ecosystems, operational activities continue to attract platform producers to ensure the attractiveness of points redemption schemes on the platform. Conversely, operational activities targeting platform consumers will achieve a positive cycle due to the network effects induced by the points mechanism. This study concludes with academic and practical implications, along with suggestions for future research.
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Description:	碩士國立政治大學科技管理與智慧財產研究所 111364129
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111364129
Data Type:	thesis
Appears in Collections:	[Graduate Institute of TIPM] Theses

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