數位金融下銀行業之因應對策

Abstract

網際網路的興起及行動通訊時代的來臨，帶動商業模式的創新，銀行業也受到很大的衝擊，其經營模式正在快速改變。本論文之研究目的，即在探討銀行業面對數位金融的衝擊及可採取的對策。 本論文首先研究玉山銀行、中國信託商業銀行、永豐銀行等國內數位金融表現較佳的銀行，瞭解其推動數位金融的現況，並搜集國外數位金融表現卓越銀行之案例，如美國花旗銀行、英國巴克萊銀行、中國招商銀行等大型銀行，以及葡萄牙ActivoBank、捷克AIR BANK、波蘭mBank、ING DIRECT等世界知名的純網路銀行，研究及彙整其推動數位金融的做法。最後再分別從銀行行銷方式、第三方支付、分行轉型及巨量資料運用等四個構面探討銀行業可能面臨的衝擊，並就四個構面探討銀行業可採取之對策。 本論文結論為(1)面對數位化浪潮，銀行經營應具備新思維；(2)布局全通路，對顧客提供一致化且優質的體驗；(3)虛實整合，搶攻消費者的心；(4)在資訊便利與資訊安全間取得平衡，並建議銀行業(1)應設立獨立部門推動數位金融；(2)提早佈局，搶得市場先機；(3)因地制宜決定策略；(4)建立以客戶為中心的營運模式；(5)累積數位金融人才，建立競爭優勢。最後建議政府推動數位金融，可訂立專法管理，政策應適度鬆綁，並修訂不合時宜的法規。

The advent of the era of Internet and mobile communications, which drives the innovation of business models, has greatly affected the banking industry. As a result, the operating models of banks are rapidly changing. The purpose of this thesis is to study the impacts banks would face under Bank 3.0 and the adaptive strategies of the banking industry. In the thesis, there are some examples of excellent domestic banks, which illustrate the progress and development of digital finance in Taiwan, such as E. SUN Bank, CTBC Bank, and Bank SinoPac. This thesis also includes some cases of outstanding and large foreign banks, such as Citibank, Barclays Bank and China Merchants Bank, as well as the examples of pure online banks, such as Portugal ActivoBank, Czech AIR BANK, Poland mBank, and ING DIRECT, in order to study how foreign banks promote their digital finance. Furthermore, the thesis analyzes the impact of digital finance from four aspects, including bank marketing, third-party payment, transformation of branches and big data, and discuss the adaptive strategies from these aspects respectively. The following are conclusions of the thesis: (1) the management should have innovative thinking in the face of the digital finance; (2) deploy of Omni-Channel to provide customers with a consistent, high quality experience; (3) integration of offline and online banking to attract consumers; (4) to keep balance between information security and IT efficiency. Moreover, this thesis recommends that banks should (1) set up an independent department to promote digital finance; (2) take early action and seize the opportunities; (3) determine strategies according to the bank's own conditions and goals; (4) establish a customer-centric operating model; (5) train up digital talents to build the competitive advantage. Lastly, the recommendations for the Government are to establish a specific law in response to digital finance, to deregulate the policy moderately, and to revise outdated regulations.