本篇研究主旨在導入行動APP服務對金融業發展策略之研究，以Y銀行為案例，透過質性研究文體的手法進行撰寫。研究方法方面，作者採用並彙整SWOT & PEST分析手法&內部專家焦點訪談與Y銀行個案現況比較分析之研究。透過這幾項的研究方法比較出國內各家銀行的行動APP應用與發展之現況，研究分析的結果是個案銀行導入行動APP業務在金融體系的服務品質成長，且獲得客戶高度的滿意，並將工作流程再造，讓員工可以提升自我與在職進修，具體策略包括：1.發展行動APP應用程式使用的同時，我們更加要注意到資訊安全的層面。2.應當要更加積極教育民眾在這個金融數位時代的消費理財觀念與實務做法。3.建立良好的CRM客戶關係管理與金融理專的機制。4.異業結盟行銷策略的優惠消費資訊也是廣為民眾所能夠接受的功能而產生商機。 This study aims to study the development strategy of the financial industry by introducing mobile APP service. Taking bank Y as a case, this study combines the existing master's thesis research literature in the field of fintech by expert interview and analysis, as well as fintech books, journal papers, reports and special journals. Through the qualitative research method, the author summarized the SWOT & PEST analysis method and the comparative analysis of the case status in the references. The results of the research and analysis show that the service quality of the case bank introduced APP business in the financial system grows, and the customer is highly satisfied, and the work process is reinvented, so that employees can improve themselves and take in-service training. It is hoped that such research results can provide the value of the conclusions of this study for future graduate students in the field of case studies.
