Abstract
Third-party payment transactions and business model has been in place for many years in the international. In the local market, its market share and the transaction amount is also a certain percentage. In contrast third-party payment industry in Taiwan, because the statute of limitations as well as the government set the threshold limit. The third party payment transaction mode is seriously lagging behind Europe and the United States. In recent years, through the industry tried to actively seek third party payment method has been designed to implement in 2015 .But there are still many challenges and uncertainties in the implementation of the follow-up and development. In addition, people's consumption habits established not yet, the domestic industry in the development process is bound to face many difficulties and challenges This article is a case study of E. Sun Bank, it is the domestic credit card market share of the top three financial holding company. The use of Michael. Porter's five forces analysis to explore Taiwan's third-party payment industry architecture. Faced with five kinds of forces as well as different aspects，How the E. Sun Bank operating advantages through strategic layout and play competitive advantage? By the perceived risk, third-party payment platform through an independent agency impartial third party to provide buyers and sellers trading consumer protection, it is also effective in reducing the risk of loss . This article also advise on the case of the bank's five forces analysis, As well as "the competing relationship between banks and non-banks"、"Government should play what role?" And "cross-industry competition and the use of innovation and technology" trend observation, as the follow-up of cases of banking planning and reference.