檢視菲律賓銀行業中既有銀行針對純網絡銀行可能帶來的顛覆性威脅所採取的戰略應對措施

Abstract

雖然由於高進入門檻，菲律賓的銀行業景觀傳統上相對穩定，但新型銀行的最近出現已促使行業內競爭動態發生轉變。菲律賓政府的金融包容性倡議和由COVID-19大流行所催化的快速數位化是這一轉變的重要因素，這些因素使現有企業面臨保持市場地位的壓力。本研究探討了影響現有企業如何制定策略的因素，並進一步識別出它們為適應日益激烈的競爭而採取的各種活動。外部因素和內部因素使用基於波特（2008）五力分析和鮑爾與克里斯滕森（1997）破壞性創新理論的編碼框架進行了內容分析。數據來自菲律賓按總資產計算排名前五的商業銀行的年度報告，從2021年開始的三年內共調查了14份年度報告。研究結果表明，新進入者尚未被現有企業視為威脅，而新技術的潛力、客戶的影響力和維護當前市場地位是引導現有企業策略制定的主要因素。此外，現有企業主要採取維持性策略以跟上快速變化的競爭環境

While the Philippine banking landscape has been conventionally stable due to high entry barriers, the recent emergence of Neobanks in the country has prompted the shift in competitive dynamics within the industry. The Philippine Government’s Financial Inclusivity Initiatives, a significant factor in this shift, along with the fast-paced digitalization catalyzed by the COVID-19 Pandemic, have created pressure for the incumbents to maintain their position in the market. This research explores the factors affecting how incumbents shape their strategies and subsequently identifies what types of activities they are employing to adapt to intensifying competition. External factors and internal factors were examined using content analysis with a coding framework based on Porter's (2008) Five Forces and Bower and Christensen's (1997) Disruptive Innovation Theory. Data were collected from the annual reports of the top five commercial banks in the Philippines by total assets for three years starting in 2021 – a total of 14 annual reports were investigated. Research findings show that the new entrants are yet to be viewed as threats by the incumbents, and the potential of new technologies, the influence of customers, and the preservation of the current market position are what guide the strategic formulation of the incumbents. Furthermore, incumbents are engaging in sustaining strategies for the greater part to keep up with the fast-changing competitive landscape.