個人數位金融經營策略之探討－以玉山商業銀行為例

Abstract

近年來受惠於科技創新、法規放寬、政策開放等趨勢，數位金融的發展日漸蓬勃，如開放銀行、銀行即服務、銀行即平台等創新的個人數位金融概念亦逐漸興起，2020年嚴重特殊傳染性肺炎的爆發，更提升了大眾對於數位金融服務的接受度，間接加速數位金融的發展進程。數位金融於全球與臺灣的發展現況，在金融科技投資金額、開放銀行之發展、數位金融品牌等面向，皆有持續且穩定成長的趨勢，而臺灣金融管理監督委員會亦先後推出「打造數位化金融環境3.0」、「金融科技發展策略白皮書」、「金融科技發展路徑圖」等計畫，顯見個人數位金融確實為臺灣金融服務業未來的一大發展重點。 本研究以採取與國內多數金融服務業者相同之銀行即服務模式，作為個人數位金融主要經營策略的玉山商業銀行，為主要研究對象，透過與其數位暨客群處高階主管訪談，取得初級資料，並蒐集期刊、論文、報章雜誌等次級資料，分析探討其個人數位金融經營策略。首先，由場景金融、智能金融、普惠金融等三大面向，探討玉山商業銀行個人數位金融整體策略，接著針對其策略規劃流程與衡量指標進行分析，最後分別剖析數位暨客群、通路管理、消費金融與信用卡暨支付等四大領域之數位金融經營策略，歸納玉山商業銀行數位金融經營策略之成功因素—「以顧客體驗為核心」與「有效溝通管理」，期待提供臺灣金融服務業未來發展個人數位金融之借鏡，為普惠金融願景貢獻微薄力量。

In recent years, benefiting from the technological innovation, the relaxation of laws and regulations, and the opening of policies, the development of digital finance has become increasingly prosperous. Concepts of innovative personal digital finance such as open banking, banking as a service, and banking as a platform have also gradually emerged. The outbreak of severe infectious pneumonia in 2020 has further enhanced the public's acceptance of digital financial services and indirectly accelerated the development of digital finance. The current growth of digital finance development in the world and Taiwan is steadily in terms of financial technology investment amount, development of open banking, development of digital financial brands, etc. Besides, Taiwan Financial Supervisory Commission has also launched several plans related to digital finance such as 'Building a Digital Financial Environment 3.0', 'FinTech Development Strategy White Paper ' and ' FinTech Development Road Map'. It is obvious that personal digital finance is indeed the main focus of financial service industry’s development in Taiwan. This research takes E.SUN Commercial Bank, which adopts the same banking-as-a-service model as most banks in Taiwan, as the main research object. Through primary data obtained from interviews with executive of E.SUN Commercial Bank’s digital and customer service department, and secondary data such as journals, papers, newspapers and magazines to analyze the business strategy of E.SUN Commercial Bank’s personal digital finance. The first part is introduction of the overall personal digital financial strategy of E.SUN Commercial Bank (Financial Scene, Intelligent Finance and Inclusive Financing), its strategic planning process and performance indicators. The second part is analysis of the digital financial business strategy in four areas: digital and customer service, channel management, consumer finance, and credit card & payment. In summary, E.SUN Commercial Bank’s key successful factors of digital financial business strategy are 'customer-oriented' and 'effective communication management'. I hope that the result of this research will help Taiwan financial service industry make progress in personal digital finance and improve the development of inclusive financing.