數位金融生態圈對臺灣商業銀行傳統業務的影響與策略-借鏡中國

Abstract

本研究透過觀察法及評比法探討八家金融機構行動銀行服務。玉山銀行、台新Richart及王道銀行獲得良好評價；台新銀行、臺北富邦銀行、中華郵政及國泰世華銀行獲得中等評價；中國信託銀行、臺灣銀行獲得待改善評價。建議商業銀行現有的數位金融服務通路以快速正常運作、多元登入方式、服務流程扁平化為目標，以達客戶最高滿意度。 本研究透過PEST環境分析法探討臺灣與中國發展數位金融生態圈條件，發現臺灣與中國相比較不具迫切性，但數位金融生態圈仍為長期趨勢。 本研究透過SWOT分析法探討商業銀行與數位金融生態圈重疊的服務項目，建議商業銀行消費通路採取差異化策略；借貸服務提供預審制貸款給原有銀行客戶，並與電子支付公司合作創新數位消費金融服務；理財服務提供多元投資組合；轉帳服務改善行動銀行及網路銀行轉帳痛點；繳費服務強化推廣自動扣繳服務。

This study explores mobile bank’s services of eight financial institutions through observation method and evaluation method. E.SUN Bank, Taishin Richart and O-Bank received good rating. Taishin Bank, Taipei Fubon Bank, Chunghwa Post and Cathay United Bank received a medium rating. CTBC and Bank of Taiwan have received a rating for improvement. It is recommended that the existing digital financial service channels of Taiwan’s commercial banks aim to provide a normally operating system, multiple login methods, and simplified service processes to achieve high customer satisfaction. This study explores the development of digital financial ecosystem conditions between Taiwan and China through PEST analysis. It is found that Taiwan is less urgent to develop digital financial ecosystem than China, but the digital financial ecosystem is still a long-term trend for Taiwan. This study explores the overlapping service between commercial banks and digital financial ecosystem through SWOT analysis. It suggests that commercial banks should adopt differentiated strategies for consumption channels, Lending services provide pre-qualified loans to original bank customers and cooperate with electronic payment companies to create innovative online consumer finance, Wealth management services provide a diversified portfolio, Transfer services improvement for mobile banking and online banking, Payment services strengthen the promotion of automatic withholding services.