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Author: 張志傑
Chih-Chieh Chang
Thesis Title: 雙元貨幣線上交易平台
Online Trading Platform for Dual Currency Investment
Advisor: 楊傳凱
Chuan-Kai Yang
繆維中
Wei-Chung Miao
Committee: 楊傳凱
Chuan-Kai Yang
繆維中
Wei-Chung Miao
周子銓
Tzu-Chuan Chou
Degree: 碩士
Master
Department: 管理學院 - 資訊管理系
Department of Information Management
Thesis Publication Year: 2023
Graduation Academic Year: 112
Language: 中文
Pages: 57
Keywords (in Chinese): 結構型商品金融科技模組化組織靈巧性價值基準行銷
Keywords (in other languages): structured notes, financial technology, modularity, ambidextrous organization, value-based marketing
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  • 金融法令的監理,旨在保障金融體系的穩定以及保護消費者權益,但監管的措施對銀行造成營運上的衝擊,包含風險管理、資本的流動性、商品銷售流程等等的控管,都會造成金融機構成本的提升。
    而近年來金融科技(Financial Technology, FinTech)的快速發展,不僅在網路應用、移動支付方面有多項創新應用,面對金融監管的領域也發展出合規科技(Regulatory Technology, RegTech),以數據分析、自動化流程等技術來幫助金融機構更快速且有效率的應對快速變化的監管環境,同時降低合規所帶來的成本。
    銀行發行結構型商品,因連動債與TRF事件,主管機關除了對銀行處以高額的罰金之外,也加強了監管的力度,增加銀行的營運成本,且複雜的檢核流程降低了作業的效率,個案銀行考量成本、效率與顧客服務而決議建置結構型商品系統,本個案主要探討數位平台的發展,如何達成階段性的擴張,以及平台如何提升銀行在資本市場領域的競爭力。
    本研究以哈佛個案研究方式撰寫,分為個案本文與個案討論兩部分,藉由個案內容可用於討論模組化、組織靈巧性、價值基準行銷以及企業生態系等相關議題,讓學生對個案背後涉及的管理理論都能有更清楚地了解。


    Financial regulatory supervision aims to safeguard the stability of the financial system and protect consumer rights. However, regulatory measures impose operational impacts on commercial banks, including controls on risk management, capital liquidity, and sales procedures for financial products, leading to increased costs for financial institutions. In recent years, the rapid development of Financial Technology (FinTech) has not only introduced numerous innovative applications in areas such as internet services and mobile payments but has also spawned Regulatory Technology (RegTech) in response to the regulatory landscape. RegTech utilizes technologies such as data analysis and process automation to assist financial institutions in responding more rapid and efficient to the changing regulatory environment while reducing compliance costs.
    The structured investment products issued by banks after several incidents, such as structured notes and TRF (Target Redemption Forward), has led regulatory authorities to not only impose hefty fines on banks but also intensify regulatory oversight, increasing banks’ operational costs. The complex verification processes have reduced operational efficiency. In consideration of cost, efficiency, and customer service, the banks of in this study case have decided to establish structured product systems. This research primarily explores the development of digital platforms, how to achieve incremental expansion, and how platforms can enhance banks' competitiveness in the capital markets.
    This study uses the Harvard case methodology, comprises the case content and the teacher’s manual. The case content discusses topics such as modularity, ambidextrous organization, value-based marketing, and business ecosystem, allowing students to gain a clearer understanding of the management theories underlying the case.

    摘要 I ABSTRACT II 誌謝 III 圖目錄 VI 表目錄 VIII 壹、個案本文 1 一、序曲 1 二、結構型金融商品簡介 2 2.1. 商品簡介 2 2.2. 常見商品種類 2 2.3. 投資動機 5 2.4. 風險 5 三、歷史事件回顧 6 3.1. 連動式債券 6 3.2. 目標可贖回遠期契約 8 3.3. 監管措施 10 四、結構型商品平台 10 4.1. 英雄團隊 10 4.2. 萬事起頭難 12 4.3. 萬丈高樓平地起 16 4.4. 打造交易室數位大門 17 4.5. 讓服務更貼心 21 五、互惠互利,共營共贏 24 六、附錄 25 貳、個案討論 26 一、個案總覽 26 二、教學目標與適用課程 26 三、學員課前討論問題 29 四、個案背景 30 五、個案分析 30 5.1 課程目標一、模組化(Modularity) 31 5.2 課程目標二、組織靈巧性(Ambidextrous Organization) 39 5.3 課程目標三、價值基準行銷(Value-based Marketing) 41 5.4 課程目標四、企業生態系(Business Ecosystem) 46 六、課程結論 51 七、教學建議 51 八、板書規劃 54 參考文獻 56 一、中文文獻 56 二、網站部分 56

    一、中文文獻
    1. 克里斯‧史金納(Chris Skinner),方慧媛、周依萱譯(2020),數位「真」轉型─來自全球五大數位轉型銀行的實戰案例,財團法人台灣金融研訓院
    2. 李運華 (2020),程式設計師:從零開始邁向架構師之路,深智數位
    3. 羅凱揚、蘇宇暉、鍾皓軒(2023),行銷資料科學|大數據x市場分析x人工智慧,碁峰資訊
    4. 吳俊德、許強(2009),外匯、資金管理暨衍生性金融商品理論與實務,華泰文化
    5. 隆‧艾德納(Ron Adner),黃庭敏譯(2022),生態系競爭策略,天下財經
    6. 馬克‧傑佛瑞(Mark Jeffery),高英哲譯(2021),量化行銷時代【首部曲】─貝佐斯與亞馬遜經營團隊都在做,15個關鍵行銷計量指標,遠足文化
    二、網站部分
    1. 中時新聞網 https://www.chinatimes.com/?chdtv
    2. 自由財經 https://ec.ltn.com.tw/
    3. iT邦幫忙 https://ithelp.ithome.com.tw/
    4. 經理人 https://www.managertoday.com.tw/
    5. 數位時代 https://www.bnext.com.tw/
    6. Mr. Market市場先生網站 https://rich01.com/
    7. 哈佛商業評論 https://service.hbrtaiwan.com/
    8. 模組世紀之管理 https://www.hbrtaiwan.com/article/10094/managing-in-an-age-of-modularity
    9. Microservices by Martin Fowler https://martinfowler.com/articles/microservices.html
    10. 新競爭生態:掠食者與獵物 https://www.hbrtaiwan.com/article/18441/predators-and-prey-a-new-ecology-of-competition
    11. 雙元貨幣投資的思考與解析 https://ericchi-83330.medium.com/%E9%9B%99%E5%85%83%E8%B2%A8%E5%B9%A3%E6%8A%95%E8%B3%87%E7%9A%84%E6%80%9D%E8%80%83%E8%88%87%E8%A7%A3%E6%9E%90-dual-currency-investment-cad9e124ce0d

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    Full text public date 2029/06/07 (Internet public)
    Full text public date 2029/06/07 (National library)
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