| Summary: | 碩士 === 國立政治大學 === 國際經營與貿易學系 === 106 === Financial Technology (FinTech) is under the spotlight in recent years, and all the banks are trying to become the bellwether in this emerging market in order to control the market trend. This study chooses Blockchain, a foundational technology of Fintech, as subject and uses Framing Analysis, an emerging organization and business management theory, as research method to analyze how Taiwanese banks are trying to frame the market and boost its discourse power.
This study collects 1,442 articles and internet news published from 1st January 2016 to 7th December 2017 as research texts. After mining these texts, this study define the issue in to two dimensions: Communication Orientation and Communication Intonation. The Communication Orientation consists of three different approaches: Technic-Oriented, Application-Oriented and Proclamation-Oriented; the Communication Intonation is composed of two approaches: Enthusiastic and Conservative. Then, the study introduces the dimension of Communication Target to analyze Taiwanese banks’ communication strategy for each target. As a result, Taiwanese banks showed limited diversification in regard of communication strategy on the topic of Fintech.
This study not only points out the existing blind point of the communication dynamic, but also tries to construct a management structure that interpreting the communication behavior on the topic of Fintech and framing strategies in banking industry. Hope this study can provide banks a new management perspective and help banks to develop their communication strategy, and eventually help them seize the emerging opportunity in Fintech industry.
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