採用平台策略發展銀行服務之探討-以銀行行動支付應用為例

Abstract

近年來，隨著資訊科技蓬勃發展，加上金融監督日趨鬆綁，資訊科技公司及新創業者紛紛投入金融服務領域，面對來自銀行同業與非銀行業者的挑戰。如何快速反應市場變化，推出符合市場需求的金融服務，成為銀行必需面對的課題。長期以來，銀行業在發展金融服務時，大多仍以財務分析、優劣勢分析、五力分析等方式，搭配操作簡便的使用者介面，做為主要的評估方法，卻顯少有從平台角度去思考金融服務發展策略。本研究以「平台生態圈機制」理論為基礎，並引用個案銀行與即時通訊平台業者合作發展的「生活繳費王」行動支付應用作為案例，進行個案分析，了解其經營發展模式以及發展成功的關鍵因素，找出未來發展可能性。並藉此案例分析，驗證「平台生態圈機制」理論做為銀行發展服務的可能性。研究發現「平台生態圈機制」理論可以做為財務效益評估之外，不同維度的經營思考方向。In recent years, with the rapid development of information technology and the loosening of financial supervision, information technology companies and new entrepreneurs have invested in financial services. In addition to facing competition from banks, and also challenges from non-bankers. Therefore, how to quickly respond to market changes and launch financial services in line with market demand has become a problem that banks must face. For a long time, when developing financial services, the banking industry still mainly uses financial analysis, SWOT analysis, Porter five forces analysis, etc., with a well user-friendly interface as a service evaluation methodology. It is rarely to thinking how to developing financial service strategies from a platform perspective. Based on the theory of “platform ecosystem mechanism”, this study uses the “Life Payment King”, a mobile payment application developed by case bank and instant messaging platform company, as a case to analyze and understand the key factors to its successful business model and identify future development possibilities. Finally, through by this case study to verify the “platform ecosystem mechanism” is it suitable for development banking service.