傳統銀行在數位轉型浪潮下之數位銀行發展競爭策略分析

Abstract

隨著網路的普及率越來越高，企業的數位轉型儼然勢在必行，而臺灣眾多的傳統銀行亦不在話下。透過金融科技的加值運用，改變過往的營運流程、顧客體驗及商業模式等，多家傳統銀行皆紛紛朝向新一代數位金融服務轉型，力求在激烈的競爭中脫穎而出。因此，本研究旨在了解，在數位轉型浪潮下，臺灣傳統銀行業之數位銀行發展競爭策略。 為了前述目的，本研究首先探討數位銀行之發展歷程，並進而分析數位銀行之服務營運模式；其次鎖定臺灣數位銀行發展之三家代表性案例進行多重個案研究，包括台新國際商業銀行的Richart、國泰世華商業銀行的KOKO及永豐商業銀行的DAWHO大戶，做為深入研究之標的，分析這三家傳統銀行之數位銀行服務的發展現況、鎖定之目標客群，以及競爭優劣勢等；最後，透過深度訪談，研析各家數位銀行發展之競爭策略之異同與關鍵成功因素，並歸納未來競爭策略方向及數位轉型佈局。

With the popularization of modern information technology, the digital transformation of enterprises is imperative, not to mention numerous traditional banks in Taiwan. By utilizing value-added financial technology and by changing the past operation process, customer experience, business models and so on, most traditional banks transform into the digital era so as to stand out from the increasingly fierce competition. Consequently, this study aims to investigate the competition strategy on the development of digital banks under the tide of digital transformation. To fulfill the purpose, the study starts by going into the development history of digital banks and analyzing their business model. After that, multiple case research is adopted to examine the current development, target customers, competitive advantages and disadvantages of the representative cases, including Richart of Taishin International Bank, KOKO of Cathay United Bank and DAWHO of Bank SinoPac. In-depth interviews are also conducted to derive the key successful factors and difference of competitive strategy on the development of digital banks as well as inducing competitive strategy in the future and overall arrangement on digital transformation.