臺灣博碩士論文加值系統

由於全球市場的變化快速，E commerce的經營已成為是影響企業生存的關鍵。此外，金融服務業更是面臨前所未有的挑戰，有鑑於此，本研究希望從不同角度研究台灣的投信業，先是根據目前各網站提供的線上金融服務，依本研究提出之四層次作分類、另一方面，從公司角度：綜合考量比較其傳統經營模式與導入網路後之經營模式、分別依人力,步驟,時間,成本及財務可行性上評估，驗證導入網路後之經營模式與傳統經營模式的優劣比較。
本研究以台灣投信業之線上金融服務為例，希望除了供國內投信業之線上服務發展參考外，並作為其他產業導入線上服務時參考之用。

The Four-Stage of Online Asset Management Classification Model is one of the core concepts in this research. This model will be helpful to identify the status the Website is and to evaluate sample Websites. Before deriving this model, it is necessary to collect relative information about the sample Websites. In Taiwan, there are about 40 asset management companies and most of them have their own Websites. In order to present the levels of online financial services that an asset management company is involved in, the practice samples of this research is focused on Taiwan asset management Websites. Then the data collected will depend on the determined data frame.
After determining the model categories and reviewing the current Taiwan asset management Websites offerings, this research then defined items for classification and the items are the base of evaluation. In order to prevent a cognitive bias about the Four-Stage Online Asset Management Classification Model, pre-tests by several different testers was arranged. Instructions were provided for guiding the testers. Once the results from different testers was gathered and showed no significant differences, the evaluating process started with the entire sample Websites. The final report will present the online service development level of Taiwan asset management industry.
On the other hand, we also do a case interview of a Taiwan asset management company. We figure out the traditional offline “as-is” business processes, namely, perspective acquisition, becoming a client, sales screening, phone briefing, transaction and customer’s response process, and describe all related activities. Then we take Internet into consideration and figure out the “to-be” business processes, namely, member acquisition, becoming a client, online transaction. After comparing “as-is” business processes with “to-be” business processes, the conclusion will be presented in the end of this research.
Thus, this paper wants to discuss the online service development issues from different points of view; and it focus on asset management industry instead of all financial service industry. We derives a Four-Stage Classification of Online Asset Management trying to evaluate the current Taiwan asset management Website offerings and also do a valuable case study about the Internet adoption by an Taiwan asset management company. We hope this empirical study about Taiwan asset management industry will provide value both theoretical and practical.

TABLE OF CONTENTS
Page
TABLE OF CONTENT………………………………………………………….………..…..i
LIST OF TABLES……………………………………………………………….…….…..…iv
LIST OF FIGURES……………………………………………………………….…………..vi
CHAPTER 1 INTRODUCTION.…………………………………………………….…1
1.1 Research Motive…………………………….…………………………....1
1.2 Research Background…………………………………………….……....2
1.3 Research Purpose……………………………………………..……….….5
1.4 Research Process………………………………………………………....6
CHAPTER 2 LITERATURE REVIEW…………………………………………….…..9
2.1 Electronic Commerce. …………………………………………..……… 9
2.2 Customer’s Views of Internet Commerce…………………….………..…14
2.3 Classification Models of Websites. ……………………………………...21
2.4 Organization’s View about Internet Adoption..………….….………....…25
CHAPTER 3 TAIWAN ASSET MANAGEMENT INDUSTRTY………..…….….…31
3.1 Introduction and History…………………………………………………31
3.2 Revenue Model of Asset Management Industry…………………………33
3.3 Market Segmentation…………………….………………………………34
CHAPTER 4 METHODOLOGY……………………………………………………….36
4.1 Four-Stage Classification Model of Online Asset management.….……..36
4.2 Case Study: Putting Offline Activities of A Taiwan Asset Management
Company Online………………………………………………………...47
4.3 Research Framework……………………………………………………50
4.4 Sample Frame……………………………………………………………52
4.5 Methodology…………………………………………………………….53
4.6 Pretest……………………………………………………………………54
4.7 Hypotheses..………………………………….……………...….……….55
CHAPTER 5 RESULTS AND DISCUSSION………………………………………...58
5.1 Investigation Data Result……………………………………….. ……. 58
5.2 Explanation of Differences…………………………………….. ………61
CHAPTER 6 BUSINESS PROCESS……………………………..…………….……..62
6.1 Case Study: Background of An Asset Management Company…………63
6.2 Traditional Business Process…………..………………………………..65
6.3 Business Process To Be………………………..………………………..97
6.4 Comparison of “As-Is” Model and “To-Be” Model……….…………..111
6.5 Valuing the Best Business Process…………………………………….117
6.6 Findings………………………………………………………………..122
CHAPTER 7 CONCLUSIONS………………………………………………………125
LIST OF REFERENCES…………………………………………………………….. …… 129
APPENDIX A THE PRETEST ANSWERS ………………………………………….133
APPENDIX B CODE SHEET OF TAIWAN ASSET MANAGEMENT WEBSITE…134
APPENDIX C BACKGROUND INFORMATION…...……………………………….135
LIST OF TABLES
Table Page
Table 1. The online accounts in Taiwan asset management companies………………..….….4
Table 2. Typical customer interaction with banks. ………………………….…………..……14
Table 3. Level of value offered in traditional broker vs. E-broker……………………….…..15
Table 4. The average commission rate structure…………….…………….…….………...…33
Table 5. The five pretest samples………………..………………………………………....…54
Table 6. The asset management’s Website number of each feature in Entry stage……….….58
Table 7. The asset management’s Website number of each feature in Interaction stage……..59
Table 8. The asset management’s Website number of each feature in Transaction stage……59
Table 9. The asset management’s Website number of each feature in Personal stage.………59
Table 10. The asset management’s Website number of each stage……………………..……60
Table 11. The average staff numbers and wage rate of an asset management company.……64
Table 12. The total steps involved in each business process…………………….…….……111
Table 13. The processing time of each business process…………….…………………...…113
Table 14. People involved in each business process………………………………………...114
Table 15. The proposed cost of each process………………………………..………………115
Table 16. ROI for proposal A and B……………………………….……………………….118
Table 17. Revenue schedule for proposal A and B………….………………………………119
Table 18. Cost schedule for proposal A and B………………………….……..…………….119
Table 19. Discounted value of proposal A and B……………………….…..………………120
LIST OF FIGURES
Figure Page
Figure 1. Satisfaction factors of Internet banking users in Taiwan…………………………….3
Figure 2. Research process……………………………………………………………………..8
Figure 3. Lim, Gan and Wei’s integrated model on the Internet adoption in 1998………..…..10
Figure 4. Distribution of firms by sector…….………………………………………………...12
Figure 5. Industry distributions for companies where more than 50% of Yan and Paradi’s score
in 1999 ………………………………………………..……………………..……...13
Figure 6. Established company vs. Internet start-up…………………………………………...22
Figure 7. The Quelch and Klein’s categories of Websites……………………………………...22
Figure 8. Coleman’s Web classification……………………..……………………….………...23
Figure 9. The four stages model to virtual banking………….…………………….…………...25
Figure 10. The “Company Information” and “Product Information” in Entry stage…………...39
Figure 11. The “Market Report” and “Event” in Entry stage………………………….………..40
Figure 12. The “Service Box” and “News Subscription” in Interaction stage…………………42
Figure 13. The “Member Login” in Interaction stage………………………………………….42
Figure 14. The “Online Query” and “Online Trading” in Transaction stage………………..44
Figure 15. The “Security Certificate” in Transaction stage………………………….………44
Figure 16. The “Personal Recommendation” in Personal stage……………………………..46
Figure 17. The “Personal Alert” in Personal stage…………………………………………..46
Figure 18. Four stages of online asset management…………………………………………50
Figure 19. Comparison of as-is and to-be business processes…………………………….….51
Figure 20. Sample frame……………………………………………………….….…………52
Figure 21. Comparison of the development stage of banking sites between 1996 and 1998...55
Figure 22. Each stage distribution of Taiwan asset management companies…………..…….60
Figure 23. Prospect acquisition process……………………………………………….……..65
Figure 24. New client process………………….………………………………………..…...71
Figure 25. Sales screening process……………..……………………………………..……...79
Figure 26. Phone briefing process…………………..………………………………………...81
Figure 27. Transaction process…………………………………………………………..…...82
Figure 28. Customers’ response process………….……………………………………..…...89
Figure 29. Member acquisition in an Internet-based prototype process ..………….………...97
Figure 30. Become a client in an Internet-based prototype process.…………….…………..101
Figure 31. Online transaction in an Internet-based prototype process.…………….………..106

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Economic Daily (經濟日報), August 17, 2001