金融科技（Finance Technology; FinTech）近年受到社會相當大的關注，各家銀行業者無不希望成為這股新浪潮的領頭者，以主導整個產業的走勢。本研究以作為金融科技發展底層技術的區塊鏈（Blockchain）作為研究對象，並以近幾年新崛起的組織與管理策略的學說構框（Framing）作為論述基礎，分析台灣銀行業者如何透過構框策略來試圖掌控在金融科技產業的話語權。
本論文蒐集從2016年01月01日至2017年12月07日期間法表得報刊及網路文章共1,442篇作為研究文本，並透過文字探勘將分析構面分成「溝通導向」及「溝通語調」。溝通導向包含「技術導向」、「應用導向」及「宣傳導向」；而溝通語調則分為「正向積極」及「保守謹慎」。之後加入「溝通對象」的維度分析，統整出台灣銀行業者面對不同溝通對象溝通金融科技時所採用的溝通策略。分析結果顯示，台灣銀行業者目前對於各個溝通對象的溝通習慣之差異有限，例如溝通導向都是以應用導向為主，宣傳導向次之，最後才是技術導向，而溝通語調則是普遍以正向積極為主。
除了點出金融科技產業在溝通上所存在的盲點，本研究嘗試建構出的銀行業者溝通金融科技的管理架構及構框策略，以提供銀行業者們組織與管理策略的新視角，進而幫助銀行業者擬定溝通金融科技的策略，使其在這股浪潮中抓住機會。

Financial Technology (FinTech) is under the spotlight in recent years, and all the banks are trying to become the bellwether in this emerging market in order to control the market trend. This study chooses Blockchain, a foundational technology of Fintech, as subject and uses Framing Analysis, an emerging organization and business management theory, as research method to analyze how Taiwanese banks are trying to frame the market and boost its discourse power.
This study collects 1,442 articles and internet news published from 1st January 2016 to 7th December 2017 as research texts. After mining these texts, this study define the issue in to two dimensions: Communication Orientation and Communication Intonation. The Communication Orientation consists of three different approaches: Technic-Oriented, Application-Oriented and Proclamation-Oriented; the Communication Intonation is composed of two approaches: Enthusiastic and Conservative. Then, the study introduces the dimension of Communication Target to analyze Taiwanese banks’ communication strategy for each target. As a result, Taiwanese banks showed limited diversification in regard of communication strategy on the topic of Fintech.
This study not only points out the existing blind point of the communication dynamic, but also tries to construct a management structure that interpreting the communication behavior on the topic of Fintech and framing strategies in banking industry. Hope this study can provide banks a new management perspective and help banks to develop their communication strategy, and eventually help them seize the emerging opportunity in Fintech industry.

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