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| Title: | 金融機構數位轉型的趨勢與挑戰 - 以線上線下融合商業模式為例
Trends and Challenges in the Digital Transformation of Financial Institutions: A Case Study of the Online-Merge-Offline (OMO) Business Model |
| Authors: | 李振瑋
Lee, Chen-Wei |
| Contributors: | 林士貴
江彌修
Lin, Shih-Kuei
Chiang, Mi Hsiu
李振瑋
Lee, Chen-Wei |
| Keywords: | 數位轉型
OMO
線上線下融合
金融科技
金融創新
Digital Transformation
OMO
Online-Merge-Offline
Fintech
Financial Innovation |
| Date: | 2025 |
| Issue Date: | 2025-07-01 14:35:02 (UTC+8) |
| Abstract: | 在後疫情時代，數位科技持續重塑金融產業的運營模式與顧客行為。傳統銀行面臨來自純網銀與金融科技業者的雙重挑戰，線上線下融合 (Online-Merge-Offline, OMO) 已成為數位轉型的關鍵策略。本研究旨在探討金融機構導入OMO模式的實務應用與策略意涵，並比較新加坡、英國與台灣三地代表性銀行的轉型案例。本研究透過文獻回顧與個案分析，聚焦於：一、訪查國際金融機構在數位轉型下OMO的案例；二、分析國內金融機構的OMO趨勢、挑戰與經營策略；三、建議政策方向、金融機構經營策略方向、與OMO模式創新精神。研究結果顯示，OMO模式不僅能優化顧客體驗，亦有助於打造個人化金融服務與跨業整合的生態系統。然而，轉型過程仍面臨如組織文化抗性、跨部門協作不足與數位人才短缺等挑戰。本研究建議，金融機構應制定長期的數位轉型藍圖，強化AI、大數據與雲端等基礎建設，同時推動組織文化與流程的全面革新，並深化異業合作，共同打造以顧客為核心的虛實融合金融服務，以因應市場快速變遷並邁向永續發展。
In the post-pandemic era, digital technology continues to reshape the operational models and customer behaviors within the financial industry. Traditional banks are facing dual challenges from digital-only banks and fintech companies. The integration of online and offline services (Online-Merge-Offline, OMO) has become a key strategy for digital transformation. This study aims to explore the practical applications and strategic implications of the OMO model in financial institutions, with a comparative analysis of representative banks in Singapore, the United Kingdom, and Taiwan. Through literature review and case studies, the research focuses on: (1) investigating international financial institutions' adoption of OMO under digital transformation; (2) analyzing the trends, challenges, and strategic approaches of Taiwanese financial institutions implementing OMO; and (3) proposing policy directions, strategic recommendations for financial institutions, and innovation insights for the OMO model. The findings indicate that the OMO model not only enhances customer experience but also facilitates personalized financial services and the development of cross-industry ecosystems. However, the transformation process faces challenges such as organizational resistance, insufficient cross-departmental collaboration, and a shortage of digital talent. This study recommends that financial institutions establish long-term digital transformation roadmaps, strengthen infrastructure in AI, big data, and cloud technologies, promote comprehensive organizational and process innovation, and deepen cross-industry collaboration. These efforts aim to create a customer-centric, hybrid financial service model that can adapt to rapid market changes and support sustainable development. |
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| Description: | 碩士
國立政治大學
國際金融碩士學位學程
112ZB1020 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112ZB1020 |
| Data Type: | thesis |
| Appears in Collections: | [國際金融碩士學位學程] 學位論文
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