雲端收款之商業模式探討 －以C銀行為例;The Business Model of “Cloud Receivables”: The Case Study of C Bank

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題名:	雲端收款之商業模式探討－以C銀行為例;The Business Model of “Cloud Receivables”: The Case Study of C Bank
作者:	吳宗彥;Wu,Tsung-yen
貢獻者:	資訊管理學系在職專班
關鍵詞:	傳真刷卡;商業模式;雲端收款;Business model;Cloud Receivables;Faxing swipe
日期:	2013-05-17
上傳時間:	2013-06-19 15:26:15 (UTC+8)
出版者:	國立中央大學
摘要:	現今信用卡使用普及，國人大都曾有傳真個人資料的刷卡經驗，此個人資料包含個人身份證號碼、姓名、電話、電子郵件地址、信用卡號等重要敏感性資料。使用「傳真刷卡」方式進行支付交易具有多項潛在個資外洩風險。這項研究主要是分析一項新技術「雲端收款服務」，目的是使這類交易更加安全。針對C銀行提出之「雲端收款服務」方案，蒐集並彙整相關資料，佐以文獻等資訊，深究C銀行在面對個資外洩風險高的傳真刷卡流程，是如何利用科技發展降低該風險？其競爭策略為何？符合創新商業模式與否？作一完整歸納分析。本研究採用質性研究的「個案研究法」，進行個案問題現況探討、解決方案之競爭力分析及創新商業模式檢驗，期望能藉由此研究獲得關鍵成功要素及研究建議，供後續研究者未來有研究之方向。綜合研究結果得其結論－雲端收款服務技術可有效改善人工傳真刷卡交易流程風險，提昇C銀行在支付市場的競爭力，也開創了銀行、商店和消費者三方成功的獲利模式，並獲得優良企業形象的附加價值，屬成功的創新商業模式。另，歸納出三項實務上的研究建議，分別為「創造差異化，有別於競品」、「關注行動支付，積極策略佈局」、「蒐集客戶體驗，修正自身服務」。Everyone may have the experience of faxing personal information for purchasing goods. Personal information in this regard may contain such highly confidential information as personal ID number, name, phone number, email address, credit card number, etc. This is not really a safe act. The main objective of this study is to analyze the potential of a new technology, “cloud receivables,” in making such transactions more secure.This study analyzed the technological challenge, competitive strategy, and business model of a bank’s credit card business process with “cloud receivables” under this emerging trend of privacy protection. This study adopted the methodology of case study to qualitatively address the issues regarding this new, innovative business model. The objectives of this research are to identify the key factors for making the new model a success and provide management guidelines for deploying this new business model, and thus provide a reference for researcher and practitioners.In conclusion, it is making a new success model and attributed to some essential reason. Base on mobile payment can make such transactions more secure than "Faxing Swipe." The new business model can facilitate the Bank adoption to the variation market. It can also produce tripartite successful profit for banks, merchants and consumers, and get the value added about branding up. At last, this study summed up the management recommendations of the three practitioners. There are “Study on application of service differentiation strategy,” “Focus on Mobile Payment,” and “Care about Customer Experience.”
顯示於類別:	[資訊管理學系碩士在職專班 ] 博碩士論文

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