智慧型手機的銷售量從2010年的300萬台成長到2014年的12億台，呈現爆發性的成長，台灣2014年智慧型手機銷售量也達一千萬台，已經是人手一隻智慧型手機的時代。智慧型手機改變了人們的生活習慣，相信未來智慧型手機的應用將蓬勃發展。
智慧型手機的崛起，使得和銀行交易的行為也可以在手機上完成，且許多非銀行公司也想要分食這塊商機，雖然台灣受到法律規範的限制，金融相關服務只有銀行才能推出，但政府已有慢慢開放法律規範，讓越來越多人可以進入，因此銀行業也面臨相當大的考驗。
本研究以永豐銀行、台新銀行、玉山銀行等三家銀行業者作為個案研究的對象，希望透過本論文研究，探討銀行業者在因應行動科技的崛起與變化時，其組織服務創新的策略思維；同時，也探討其發展行動服務創新時，內部的組織方式、新服務開發管理、以及與顧客的溝通方式。本研究所得到的初步結論包括：(1)銀行業者因應行動科技的快速發展下，會更強調對消費者生活習性的瞭解，以推出解決消費者痛點的新服務。(2)銀行業者因應行動科技的快速發展下，會進行更多的異業結合，以發展更多整合性的服務創新金融服務。(3)銀行業者因應行動科技的快速發展下，會在電子金融相關部門招納更多元的人才，以推出更創新的服務。(4)銀行業者因應行動科技的快速發展下發展金融服務創新時，會讓電子金融部門與其他部門進行更多的跨部門合作。另外，若要加速新服務的開發時，則會採用重量級專案團隊的組織方式。(5)銀行業者因應行動科技的快速發展下，會增加與顧客互動的管道，以求更瞭解顧客的需求。本文最後並提出實務上的意涵與後續研究的建議。 / When smartphones came to the world, its had an big impact to people’s life. There were only 3 millions smartphone shipments in 2010,but later, there were 1.2 billion shipments in 2014.There has a big growth. Also in Taiwan, there are over 10 millions shipments in 2014. We can say this is a mobile era. We can predict that mobile application will mushroom in the future.
When the rises of smartphone, we can do many things through smartphone. For example, we can receive e-mail, send a message to a friend, take a photo or make a financial trade with smartphone. Now, many non-financial companies serve financial service through smartphone. Although there are many legislation restrictions in Taiwan, only bankers can provide financial service. But legislation restrictions will reduce. So banking industry is facing a great challenge.
In this study, we discuss how bankers develop mobile financial service. Meanwhile, we also discuss how they organize their electric finance department, how they develop a new financial service and how they communicate with their customers. Based on the case study, the initial findings includes: (1) To face mobile trends, banks will focus on customer habits. Otherwise, banks will release new service to solve customer’s pain points. (2) To face mobile trends, banks will cooperate with non-financial industries. (3) To face mobile trends, E-finance department will recruit employees with diverse backgrounds. (4) To face mobile trends, banks will have many inter-departmental working group. If necessary, banks will set up heavyweight teams. (5) To face mobile trends, banks will increase channels to communicate with customers. The study finally addresses the contribution of this research in academia and the suggestions to practitioners and follow-on researchers.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0102364102 |
| Creators | 陳俊毓, Chen, Chun Yu |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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