近年來許多產業都積極進行數位轉型，金融業也不例外。自從金融科技這個概念從 2015 年被提出後，許多創新想法都開始萌芽與發展。在金融業當中，證券業在數位轉型和金融創新方面的速度是最慢的，因為大多數參與證券業的投資客都是中老年族群，年輕投資客比例偏低。這樣的現象也造就了傳統證券商對於數位轉型和金融創新並不積極，年輕人面對這樣的大環境也漸漸的不想進入投資市場。
葉力維發現了這個現象，便抓住這個商業缺口，積極地打造一個友善年輕族群和新手投資人的富果證券分析 app 平台。透過個人化介面、卡片式資訊以及機器學習法人 OD 型態等功能，了解使用者的需求並滿足他們。富果再和玉山證券合作後，建立富果帳戶，完成了一站式服務，大大地增進使用者的方便性，吸引更多的投資人加入平台，也為金融科技創新做出貢獻，未來也將會持續發展下去，生生不息。
本研究以哈佛個案研究之方式進行，藉由個案內容可用於討論制定理論、商業模式、資源依賴以及組織靈巧性等理論和議題。瞭解如何發現投資者的痛點，在改變的過程中，即使和原有經驗相違背，並持續極求新求變；如何掌握企業體的架構，知道自身的關鍵資源和活動，維持發展優勢和公司營運；如何借助金融業的資源，再去創造全新價值；如何建立社會良好的投資風氣，並加速金融科技轉型。

In recent years, many industries have been actively undergoing digital
transformation, and the financial industry is no exception. Since the concept of
financial technology was proposed in 2015, many innovative ideas have
begun to sprout and develop. Among the financial industry, the securities
industry is the slowest in terms of digital transformation and financial
innovation, because most investors participating in the securities industry are
middle-aged and elderly people, and the proportion of young investors is
relatively low. This phenomenon also makes traditional securities firms not
active in digital transformation and financial innovation, and young people
gradually do not want to enter the investment market in the face of such a big
environment.

Upon discovering this phenomenon, Ye Liwei seized this business gap and
actively created a Fugle Securities analysis app platform that is friendly to
young people and novice investors. Through functions such as personalized
interface, card information, and machine learning legal entity OD type, Fugle
can understand the needs of users and satisfy them. After Fugle cooperated
with Yushan Securities, it established a Fugle account and completed a onestop service, which greatly improved the convenience of users, attracted more
investors to join the platform, and made contributions to financial innovation
and digital transformation. In the future, it will continue to develop and be
endless.

This research is conducted as a Harvard case study, and the content of
the case can be used to discuss and formulate theories,Theories and issues
such as business model, resource dependence, Ambidexterity. First ,try to
understand how to find the pain points of investors, in the process of change,
even if it is contrary to the original experience, continuing to seek innovation
and change .Second, how to master the structure of the enterprise body,
knowing its own key resources and activities, and maintain development
advantages and Company operations.Third , how to use the resources of the
financial industry to create new value.Last,how to establish a good investment
climate in society and accelerate the digital transformation of finance.

Keywords: Financial Technology, Enactment , Business Models, Resource
Dependence, Organization Ambidexterity

一、 中文參考文獻

1. 林坤鎮 (2011)，淺談我國證券市場百年發展史。證券暨期貨月刊 29(9) 6-16

二、 英文參考文獻

1. Trębacz, T. (2019). FinTech as an innovative banking sector.World Scientific News, 122, 83-95.

2. Schueffel, P. (2016). Taming the beast: A scientific definition of fintech. Journal of Innovation Management, 4(4), 32-54.

3. Weick,K.E (1979). The social psychology of organizing (Topics in social psychology series). Columbus, OH: McGraw-Hill Humanities.

4. Alexander,O.,&Yves,P.(2010),Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley.

5. Homans, G. C. (1958). Social behavior as exchange. American journal of sociology, 63(6), 597-606.

6. Emerson, R. M. (1972). Exchange theory, part I: A psychological basis for social exchange. Sociological theories in progress, 2, 38-57.

7. Pfeffer, J., & Salancik, G. (2015). External Control of Organizations— Resource Dependence Perspective. In Organizational Behavior 2 (pp. 373-388). Routledge.

8. Duncan, B. L. (1976). Differential social perception and attribution of intergroup violence: Testing the lower limits of stereotyping of blacks. Journal of personality and social psychology, 34(4), 590.

9. Gibson, C. B., & Birkinshaw, J. (2004). The antecedents, consequences, and mediating role of organizational ambidexterity. Academy of management Journal, 47(2), 209-226.

三、 網站網址

1. 數位時代網站(2020) 數位時代7成企業數位轉型腳步跟不上！該從哪裡著手？5面向組織改造怎麼做？
https://www.bnext.com.tw/article/58314/digital-transformation-2020

2. 「現在台灣的年輕人真的都不投資嗎? 用數據告訴你!」網站(2020)
https://freekongkong.com/are-young-people-in-taiwan-really-not-investing-tell-you-with-data/

3. 金融監督管理委員會證券期貨局
https://www.sfb.gov.tw/ch/index.jsp

4. 別以為年輕人都不理財！獨家青世代理財調查：逾６成有在規劃，最愛用 的工具是「」
https://www.cheers.com.tw/article/article.action?id=5095747&page=2

5. 金管會新聞稿(2020)金融業投入金融科技發展金額穩步成長，金管會將持續協助金融產業數位轉型及創新https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202008200001&dtable=News

6. FugleTrade玉山富果帳戶介紹、開戶流程總整理(懶人經濟學網站)
https://earning.tw/fugle-stock-account/

7 . 台灣證券交易所
https://www.twse.com.tw/zh/

8. 台灣金融服務業聯合總會，108金融建言白皮書https://www.tfsr.org.tw/Uploads/files/108%E5%B9%B4%E9%87%91%E8%9E%8D%E5%BB%BA%E8%A8%80%E7%99%BD%E7%9A%AE%E6%9B%B8-2019_08_26.pdf