銀行業實體通路轉型策略之研究

NCU Institutional Repository > 管理學院 > 財務金融學系碩士在職專班 > 博碩士論文 > Item 987654321/67541

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题名:	銀行業實體通路轉型策略之研究
作者:	尹倩君;Yin,Chien-Chun
贡献者:	財務金融學系在職專班
关键词:	實體分行轉型;互聯網金融;數位銀行;社群媒體;Bank3.0
日期:	2015-06-24
上传时间:	2015-07-30 21:12:25 (UTC+8)
出版者:	國立中央大學
摘要:	科技的發展、網際網路的進步，再加上智慧型裝置的普及化，銀行對客戶服務所提供的地點與場所，已經不再是民眾選擇與銀行往來的必要條件。只要有網路或通訊可傳達的地方，客戶即可在網路上，不受營業時間限制、不因交通阻礙，可以很方便、迅速地完成所需的銀行服務。因此，虛擬通路的發展，銀行實體分行的使用率已呈現下滑的現象，面對此極大的危機，銀行的實體分行必須轉型，發揮特色，才能保有其存在價值。實體分行的轉型對台灣銀行業者而言是個現在進行式，雖無固定模式，但在世界各地已有多個成功創造效益的轉型策略出現，本研究將彙整國外銀行業者成功案例，探討在Bank 3.0行動裝置的大環境下，本國銀行業者如何準備並做改變。實體分行轉型勢在必行，如何找出一條切實可行的策略路線，提升實體分行的商業價值，是本研究探討的議題。 ;Banking services are no longer offered only by physical bank offices because of the rapid innovations in internet technologies and the popularity of smart devices. Nowadays, customers can easily and fast complete banking services online anytime and anywhere without the restriction of business hours or wasting time on traffic jam as long as there is internet access. Consequently, the increases of online banking services pose a grave threat to the survival of traditional bank branches. Therefore, in order not to be substituted by virtual banks, brick-and-mortar banks must transform and express irreplaceable features in banking business. 　　The revolution of brick-and-mortar banks is already becoming an ongoing certain trend. In spite of lacking fixed-mode program, there are many effective transformation strategies creating benefits have been applied around the world. In this study, I will summarize some successful cases of oversea banks, and discuss how bankers in Taiwan could respond to this current change in the mobile Bank 3.0 environment. The transformation of brick-and-mortar banks is imperative; however, how to come up with a useful and achievable strategy to enhance the business value of physical bank branches is the main theme in this thesis.
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