| Summary: | 碩士 === 淡江大學 === 國際行銷碩士在職專班 === 104 === The technological progress like mobile communication, social network, mega data and cloud computing, has been conceived as an innovative financial service. People can also enjoy bank services without a physical bank. In order to create their own value, banks need to put themselves in client’s shoes for better understanding the values of their products and services. Through an approach of game theory framework ( PARTS analysis) and SWOT analysis, this research tends to probe the competition force, the operation and the strategy using of Taiwan Business Bank in the time of booming digitization of Financial Services.
Below three points can summarize the research purpose:
1. Collecting and organizing the situation in both domestic and international digital financial environment and defining the challenge and opportunity.
2. Gathering characteristics of Taiwan Business Banks, business and client types, their current operation and development strategies.
3. Observing the application of management and strategy decision by using the framework of game theory. By examining the business environment with PARTS and SWOT analysis, we can then review the competitive strategies of Taiwan Business Bank in digital financial environment. The research can provide a standard for future digital financial development in Taiwan.
The research investigates competitive strategy in digital financial era of Taiwan Business Bank and other domestic banks. I hope that this paper can contribute to current academic studies for domestic banks by which they can draft their development and management strategies in the future.
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