A comparison case study on the business model analysis of ant financial and E.SUN bank

傳統銀行扮演著資金保管、協助人們運用資產的專業行業，為確保資金交易安全，銀行業是一門受到主管機關以「高資本、高專業、高監管」等三高特質規範的古老行業。近年來隨著網際網路、行動裝置之普及，銀行除了有使用者習慣改變導致人們親臨銀行的比率降低之隱患，市場上更是有一群非傳統金融業者跳脫傳統金融業框架，並帶來創新互聯網金融平台商業模式，打破傳統金融業線性單向產業鏈結構，連結多方使用者對資訊及金融產品與服務在供給與需求上的循環性，促成交易成本降低並提升金融業服務效率，進而創造更多新的商機。 本研究採取的是個案研究方法。個案研究法中對於個案的選擇，並非重其全面性與系統性，而是重在選擇有代表性與對比效果的個案，以獲得較為豐富的個 案內涵以供對研究議題之深究。本研究選擇了非傳統金融業者跨足金融平台並發展全面的螞蟻金服平台，以及傳統金融業中最早開始發展數位金融平台的玉山銀行作為個案公司。因此，本研究之研究問題總整理為以下兩點： 1. 互聯網金融平台核心互動價值創造 2. 互聯網金融平台經營模式與成功關鍵之分析Bank plays a professional role to keep and work assets. To keep the transaction safety, bank has high entry barrier due to serious protection by authority. In recent years, because of the impact from Internet and Fintech, bank not only faces the crisis that people decrease the frequency to branches, but also the challenge from platform business models. By breaking through the traditional one-way supply chain, platforms connect each type user’s supply and demand of financial product and service, which decrease the transaction cost and enhance efficiency. This is a multi-case study, choosing the representative and comparable cases, including E.SUN bank in Taiwan which represents traditional bank, and ANT financial in China, which represents fintech platform company. After all, this research will focus on two questions as below: 1. Value creation of fintech platform. 2. Analysis about business models and key factors of fintech platforms for making success