銀行通路轉型策略個案研究

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题名:	銀行通路轉型策略個案研究
作者:	廖珮妤;Liao, Pei-Yu
贡献者:	財務金融學系在職專班
关键词:	BANK3.0;通路轉型;虛實整合
日期:	2019-07-09
上传时间:	2019-09-03 15:08:07 (UTC+8)
出版者:	國立中央大學
摘要:	瞬息萬變的金融環境中，因數位金融越趨方便及顧客習慣的改變，且因國內金融業密集度高、競爭激烈，各家銀行紛紛重新思考高成本的行舍設立的策略，因此實體分行的型態也開始轉變，部份銀行開始裁撤分行，並往特色化分行發展。本研究主要探討國內銀行針對金融科技發展迅速，正在重塑金融服務業，本研究參考Brett King (2013，2018) 提出的Bank3.0及Bank 4.0論點，深入分析銀行業因應金融科技的進步如何進行通路轉型及數位化的策略布局。本研究以質性研究中的個案研究法，透過次級資料的搜尋與整理，並針對相關使用者進行深度訪談，藉由研究相關資料以了解E銀行的通路轉型及數位化策略更探討E銀行科學化管理的方式。本研究整理歸納出下列結論，包括：一、金融業競爭激烈，通路轉型及銀行數位化發展已成為必然趨勢；二、由產品導向轉為顧客導向之思維及行銷策略，提供顧客虛實整合後全通路最佳體驗；三、銀行從業人員思維上的調整與轉變。本研究提出下列建議:一、應繼續加強遵法及風險管理；二、轉型的過程，應注意顧客的滿意度；三、持續推動企業社會責任制度，創造品牌價值。 ;As the financial environment rapidly changes, more convenient digital banking is changing consumer behavior. The overbanking problem in Taiwan and increasingly intense competition among different industries have caused some banks to shut down physical branches and instead develop specialized branches, due to the high cost of establishing physical branch offices. This study mainly explores the rapid development of financial technology in domestic banks and how financial technology redefines how financial institutions deliver services. This study refers to the Bank 3.0 and Bank 4.0 arguments proposed by Brett King (2013, 2018) to analyze how the banking industry responds to the advances in financial technology. This study uses the case study method in qualitative research and in-depth interviews with relevant user to illustrate how transformation and digital strategy by case study of E Bank. Furthermore, it also discusses the E Bank’s scientific management. This study aims to provide bankers in Taiwan with foresight and knowledge to respond appropriately to this current trend. This study summarizes that there exists a new trend of intense competition in the financial industry, branch transformation, and digital development of the bank, that the customer experience is of integrating online to offline channels is maximized through marketing strategies from product-oriented to customer-oriented, and that there has been a change in bank employee thinking in the light of this new technology. The research suggests that banks should continuously strengthen compliance and risk management, pay attention to customer satisfaction during the process of transformation, promote a corporate social responsibility system, and create powerful brand value.
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