本研究探討法國網路銀行產業之動態，並且以市場共通性與資源相似性為基礎，分析四家網路銀行的彼此競爭關係。本研究以競爭者圖像與認知-動機-能力之競爭動態概念，來分析法國的線上銀行產業，結果顯示依據市場共同性與資源相似性的差異程度，會創造不同的競爭關係，並且產生不同的策略行動。

This study investigates the dynamic nature of the online banking industry in France and competitive relations on the basis of market commonality and resources similarity by focusing on four different online banks. To analyze the online banking sector in France, competitor mapping and awareness-motivation-capability competitive dynamics are applied. The results show that the different levels of market commonality and resource similarity between each online bank create different competitive relationships among these four companies which leads to different strategic actions.

Table of Content
Abstract	2
Table of Figures	III
Acknowledgement	IV
1.	Introduction	1
2.	Literature Review	5
3.	Methodology	14
3.2.1 Awareness-Motivation-Capability	16
3.2.2 Competitor Mapping	21
3.2.2.1	Market Commonality	23
3.2.2.2	Resources Similarity	24
4.	Data Analysis	29
5.	Conclusion	41
Bibliography	45

Table of Figures
Figure 1 Analytical Framework for Competition and Business rivalry	17
Figure 2 The model of Competitive tensions	21
Figure 3 High Market Commonality and High Resource Similarity	25
Figure 4 High Market Commonality and Low Resource Similarity	26
Figure 5 Low Market Commonality and Low Resources Similarity	27
Figure 6 Low Market Commonality and High Resources Similarity	28
Figure 7 N26 as a focal firm vs Boursorama, C-Zam, Revolut on the French market	35
Figure 8 C-Zam as a focal firm vs Boursorama, N26, Revolut on the French market	36
Figure 9 Boursorama as a focal firm vs C-Zam, N26, Revolut on the French market	38
Figure 10 Revolut as a focal firm vs Boursorama, C-Zam, N26 on the French market	39

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