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研究生： 簡均儒
Chien, Chun-Ju
論文名稱： 機器人流程自動化(RPA)於台灣金融業之業務拓展策略
Robotic process automation (RPA) business development and marketing strategy in Taiwan financial industry
指導教授： 尚孝純
Shang, Shari
口試委員: 簡士鎰
Chien, Shih-Yi
陳明德
Chen, Ming-Te
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2019
畢業學年度： 107
語文別： 英文
論文頁數： 76
中文關鍵詞： 機器人流程自動化 、RPA 、金融業 、業務拓展 、行銷策略
外文關鍵詞： Robotic Process Automation, RPA, Financial industry, Business development, Marketing strategy
DOI URL： http://doi.org/10.6814/NCCU201900586
相關次數： 點閱：257  下載：0 
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    This study targets to provide guidance and insights of how to promote Robotic Process Automation (RPA), a relatively new technology in Taiwan. It would take a leading technology company, who does not develop its own RPA tools but seeks to provide the Business Process Management (BPM) service to align with the RPA technology for their target customer, as example. According to the external and internal environment factors in Taiwan, the aim of this thesis is to develop the go-to-market strategy, including pricing, marketing and business development plan regarding this new RPA technology. Also, the key factors should be aware of to achieve success will be addressed. The main literature supports this study is previous research of RPA. The final results are present as comprehensive strategies to approach, make contact and deliver RPA service to target clients in Taiwan financial industry as the industry is expected the strongest RPA growth in the near future.

    1. Introduction 1
    1.1. Background 1
    1.2. Motivation 2
    1.3. Mission 3
    1.4. Objectives 4
    2. Overview of Robotic Process Automation 5
    2.1. What is RPA? 5
    2.2. Differential with Traditional Process Automation 6
    2.3. Benefit of RPA 9
    2.4. Technology Vendor 11
    2.5. Roadmap of RPA 18
    3. Market Analysis 20
    3.1. Target Market 20
    3.2. Market Size 20
    3.3. Market Growth 22
    3.4. Market Profitability 25
    3.5. Market Need 27
    3.6. SWOT Analysis of RPA 31
    4. Competitor Analysis 36
    4.1. Competitor Identification 36
    4.2. Competitor Comparison 41
    4.3. Competitor Position 44
    5. Business Development Plan 45
    5.1. Target Clients 45
    5.2. Service Provided-Phase I 46
    5.3. Service Provided-Phase II 49
    5.4. Coopetition Strategy 54
    5.5. Pricing Strategy 63
    5.6. Promotion Plan 67
    5.7. Profit Forecast 69
    6. Future Outlook 71
    6.1. Key Success Factors 71
    6.2. Key Risk Factors 72
    6.3. Future Outlook 73
    7. Reference 74

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    2. Institute for Robotic Process Automation. (2019). Definition and Benefits - Lower COST. Institute for Robotic Process Automation. https://irpaai.com/definition-and-benefits/
    3. Mohapatra, S. (2013). Business Process Reengineering - Automation Decision Points in Process Reengineering. New York, United States: Springer Science Business
    4. Hindle, J., Lacity, M., Willcocks, L., & Khan, S. (2018). ROBOTIC PROCESS AUTOMATION: Benchmarking the Client Experience. Knowledge Capital Partners.
    5. Craig Le Clair. (2018, June 26). The Forrester Wave™: Robotic Process Automation, Q2 2018. Forrester. https://samfundsdesign.dk/siteassets/media/downloads/pdf/the_forrester_wave_rpa_2018_uipath_rpa_leader.pdf
    6. Everest Group.(2015,September). Seizing the Robotic Process Automation (RPA) Market Opportunity. Everest Group. https://www.gita.org.in/Attachments/Reports/8%20NASSCOM-ERI-RPA%20Market%20Opportunity%20-%20NASSCOM.pdf
    7. Initio Consulting. (2017, February 28). The Automation of Automation. Initio Consulting https://www.initio.eu/blog/2017/2/28/robotic-process-automation-the-automation-of-automation
    8. Market Research Future. (2019, May ) Robotic Process Automation (RPA) Market Research Report- Forecast 2023. Market Research Future. https://www.marketresearchfuture.com/reports/robotic-process-automation-market-2209
    9. PwC HK. (2018). Adoption of RPA in Asia-Myth or Reality? PwC HK. https://www.pwccn.com/en/consulting/publications/adoption-of-rpa-in-asia.pdf
    10. Orbis Research.(2018). Global Robotic Process Automation (RPA) in Financial Services Market Size 2018: By Solutions, Business Processes, Trends, Analysis, Regions and Opportunities till 2023. Orbis Research. https://marketersmedia.com/global-robotic-process-automation-rpa-in-financial-services-market-size-2018-by-solutions-business-processes-trends-analysis-regions-and-opportunities-till-2023/448287
    11. Accenture and HfS Research. (2016).The State of Cybersecurity and Digital Trust 2016. Accenture.https://www.accenture.com/t20160704T014005__w__/us-en/_acnmedia/PDF-23/Accenture-State-Cybersecurity-and-Digital-Trust-2016-Report-June.pdf
    12. Thomson Reuters. (2016, May 9). Know Your Customer Surveys. Thomson Reuters. https://www.thomsonreuters.com/en/press-releases/2016/may/thomson-reuters-2016-know-your-customer-surveys.html
    13. Rahul Papney (2019, April 26). Cognitive Robotic Process Automation – Current Applications and Future Possibilities. Emerj. Raghav Bharadwaj
    https://emerj.com/partner-content/cognitive-robotic-process-automation-current-applications-and-future-possibilities/
    14. Alex Edlich and Vik Sohoni (2017, May 24). Burned by the bots: Why robotic automation is stumbling. McKinsey Digital.
    https://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/digital-blog/burned-by-the-bots-why-robotic-automation-is-stumbling
    15. HFS Research (2018, Nov 1). HFS TOP 10 RPA SERVICE PROVIDERS 2018. HFS Research https://www.hfsresearch.com/top-10-reports/hfs-top-10-rpa-service-providers-2018
    16. IDC Research (2018, Oct). IDC FutureScape: Worldwide Analytics and Artificial Intelligence 2019 Predictions. IDC Research. https://www.idc.com/getdoc.jsp?containerId=US44389418
    17. Lacity, Mary C. and Willcocks, Leslie P.(2016) A new approach to automating services.
    18. Nalebuff, B. J., & Brandenburger, A. N. (1996). Co-Opetition.
    19. Kate O'Flaherty. (2019, February 22). Managing security risks in RPA. Information Age. https://www.information-age.com/security-risks-rpa-123479490/

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