| Abstract: | 金融科技的崛起改變了傳統銀行的經營模式，在數位雲端科技日漸發達的情況下，銀行部分功能不在是面對面，而是被網路的便利性所取代，而金融服務在結合新興技術後演化出許多新型態的商業模式。本研究採個案研究法，以國泰世華銀行為研究個案，運用商業模式之「顧客價值主張」、「利潤公式」、「關鍵資源」、「關鍵流程」等四要素，探討個案之商業模式與演化發展。本研究發現在顧客價值主張上，從以服務為核心為主軸到推廣社會責任，此外進一步採用E化，從原先的實體服務到虛實整合，再到現在的智能化服務，多元化的經營模式，提升顧客的忠誠度與認同，並且也落實「全通路到全顧客」；第二、利潤公式方面，在金融服務整合後，不同時期獲利的方式也有所不同，初期依靠部門及外資的投資營利及運作，後期已打造金融生態圈；第三、關鍵資源部分，個案擁有專業的員工及團隊，不論是在服務上或是產品上也獲得不少獎項，所以在國際上備受肯定；最後關鍵流程部分，個案擁有好的內控組織與管理，並注重企業核心與企業價值，進而建構客戶價值最大化流程。
The rise of fintech has changed the business model of traditional banks, with the development of digital cloud technology. Some functions of the bank are not face-to-face, but replaced by the convenience of the Internet, And financial services have evolved many new business models after combining emerging technologies. This study adopts a case study method, using Cathay United Bank as a research case, using the four elements of "customer value proposition", "profit formula", "critical resources" and "critical processes" of the business model Explore the business model and evolution of the case. This study found that in the customer value proposition, from the service as the core to the promotion of social responsibility, in addition to the further use of E, From the original physical service to the integration of virtual and real, and now the intelligent service, The diversified business model enhances customer loyalty and recognition, and also implements "all channels to all customers" Secondly, in terms of profit formula, after the integration of financial services, the ways of making profits in different periods are also different. At the beginning, they relied on the investment and operation of departments and foreign capital. At the later stage, the financial ecosystem has been built; Third, in the key resources section, the case has professional staff and teams, and has won many awards in terms of services or products, so it is highly recognized internationally; The final key process part, The case has a good internal control organization and management, and focuses on the core and value of the enterprise, and then builds a process for maximizing customer value. |
