金融科技浪潮下，銀行業實體分行轉型方向之研究

Abstract

金融科技的演進增加了金融便利與多元性，帶給消費者們更快速且「零接觸」的金融體驗，這也改變了金融業者的經營模式，使得過去作為重點業務發展的實體分行面需開始重新思考其定位與角色。目前國內金融業者在實體分行的策略多以「轉型」而非「縮編」為主，而國外分行則以大幅縮減人力與數位化進行營運模式的調整。這也顯現出國內金融業者，期望透過發現其他方式重新創造分行的新價值。 本論文藉由個案研究法，利用公開資料與直接觀察過程中深入了解C銀行於實體分行轉型方向與客戶樣態，歸納出為以下兩點： 第一，C銀行實體分行無縮編計畫，目前積極將分行服務流程智能化、特色化，並認為實體分行轉型成功的關鍵在於「人機協作」。 第二，C銀行複雜型業務，如理財規劃、財富管理，實體分行仍為客戶首選。另外，分行效率與便利性為影響客戶對於該銀行滿意度的關鍵。 結合C銀行目前業務發展計畫與上述現況，本研究也提出四種C銀行未來於實體分行可能之型態，包含針對高資產客戶的尊榮旗艦分行、理專客戶的理財規劃中心、大眾客戶的便利型分行，以及法人金融業務中小企業服務型態分行。

The evolution of technology has increased financial convenience and diversity, bringing consumers a faster and 'zero-touch' financial experience. This has also made the banking industry to rethink the role of physical branches, which were previously the focus of business development. The current strategy of the domestic banking industry is to 'transform' rather than 'downsize' their physical branches, while foreign branches are adjusting their operations by reducing manpower and digitizing. This shows that domestic banking industry is looking to recreate new value in the branch. This paper uses case study approach as research method, gather information from public information and direct observation. The following two points are my insight into Bank C's transformation of its physical branches. First, Bank C has no plans to downsize its branches, and is now focus on smarten and specialize its branch service. They believe that the key to successful transformation lies in 'human-machine collaboration'. Second, Physical branches are still first choice for complex businesses such as financial planning and wealth management. In addition, branch efficiency and convenience are key to customer satisfaction. Moreover, taking into account Bank C 's current business development plan and the above-mentioned situation, this study also combines four possible types of future physical branches for C Bank, including flagship branch for high-asset customers, financial planning center for wealth management Clients, convenient branch for the general public, and branch for corporate finance SME services.