數位銀行 Bank3.0 金融 APP 運營管理之研究

Abstract

APP 運營管理，所謂運營管理範圍包含運營過程計劃、企業組織、實施和控制等計劃，從金融產品生產至服務創造密切相關的各項管理工作之總稱。本研究數位銀行Bank3.0 金融APP 運營管理研究鎖定計劃面，研究傳統銀行邁向數位銀行Bank3.0，金融APP 取代大部份傳統銀行服務，數位銀行提供客戶產品或服務將透過金融APP，金融APP 介面應如何設計、協助企業快速提供能滿足客戶的服務需求。 本研究探討下列問題，分類、整理建構金融 APP 運營方向及建議: 一、金融APP，與數位銀行Bank3.0 趨勢發展之關聯性，Bank3.0 是指金融互聯網， 傳統的銀行業結合科技發展以移動互聯網1方式服務客戶，網路取代實體銀行 部分功能，並逐漸擴展至財富管理、信用貸款等，本研究將歸納出金融APP 應含概哪些功能及如何定位。 二、金融APP，與用戶目標族群行為之關聯性，傳統銀行因地緣因素，較易分辨 主要客戶族群，提供客戶所需要的服務，數位銀行打破時間及地點限制，故 本研究將歸納出數位銀行，應如何運用客戶使用金融APP 行為辨別目標族群， 提供數位銀行金融APP 運營上參考。 三、金融APP，比較台灣、中國、美國用戶服務暨使用者介面之比較，以中國、 美國主要銀行金融APP 客戶使用介面為樣版，提出台灣金融APP 改進建議。 四、金融APP 運營，與企業內部組織設計之關聯性，傳統銀行與數位銀行組織應 該如何設計，數位銀行需能快速提供服務，本研究將透過文獻整理以組織變 革理論提出建議。

APP operation management, the scope of so-called operation management includes operation process planning, enterprise organization, implementation and control etc., it is the general name of all kinds of management works closely elated to those from financial products production to service creation. This study locks on the planning on digital Bank 3.0 and financial APP operation management study, and studies on traditional bank’s marching towards digital Bank 3.0 and financial APP’s replacement of most traditional bank services; since digital bank will provide customer the product or service through financial APP, how should we design the interface of financial APP,so as to assist enterprise to rapidly provide service demand atisfying customers. This study explores the following problems, classifying and summarizing the direction and suggestion on constructing financial APP operation. 1. Financial APP’s relevance to the trend development of digital Bank 3.0; the Bank 3.0 means the financial Internet, traditional banking industry combines scientific and technological development to serve customers with mobile Internet[21], the network replaces some functions of the bank entity, and gradually expands to wealth management and fiduciary loan etc., this study will summarize what functions should financial APP include and how to position them. 2. Financial APP’s relevance to the behaviors of target user groups; due to geographical factors, it is easy for traditional bank to distinguish major customer groups to provide service needed by customers, but digital bank breaks the restrictions by time and location, hence this study will summarize how should digital bank distinguish target groups according to customers’ behavior in using financial APP, so as to provide reference for digital bank’s financial APP operation. 3. Financial APP, compare the Taiwan, China and America user services and user interfaces, take user interfaces of financial APP of major China and America banks as the samples, and propose suggestion on improving Taiwan financial APP. 4. Financial APP operation’s relevance to enterprise internal organizational design; how should we design the organization of traditional bank and digital bank, digital bank needs to be able to provide service rapidly, this study will propose suggestions based on organizational transformation theory through literature arrangement.