亞洲私人銀行發展現況與競爭策略之研究 -以瑞士信貸銀行經營管理為例

Abstract

本研究透過國內外文獻探討，了解私人銀行業務之定義、業務，及服務內容之特性，接著以探討亞洲私人銀行之趨勢與競爭策略為軸心，從宏觀之角度出發，首先觀察全球財富市場與私人銀行之現況，進而探討亞洲私人銀行之市場與特性。此處我們發現，亞太地區的財富累積成長速度已經正式超越全球的成長速度，因此歐美各大世界性銀行漸漸轉以發展亞洲業務為中心制定其競爭策略。 接著我們再從微觀的角度切入來了解各大私人銀行在亞洲及全球所提供的服務及各類客戶需求屬性之差異，以及他們的不同定位反映在全球及亞洲私人銀行排名中的消長。本研究並歸納高資產淨值客戶的分類、屬性、及對投資組合及服務的需求，因為滿足客戶不同方面的需求以及提供量身訂做的服務正是私人銀行業的核心價值。藉由分析客戶不同層面的要求，我們也可歸納整理出私人銀行的成功要素以及未來的發展趨勢。

最後，本研究著重在私人銀行業務在亞洲區的發展，以信譽卓著的瑞士信貸私人銀行為例，分析其競爭者及本身的優勢及劣勢，指出瑞士信貸在私人銀行業界的成功之道、實際運作方式、以及在當前競爭激烈的市場下所面臨的挑戰。並提出瑞士信貸銀行在亞洲的競爭策略分析，包括積極拓展國際據點及提升在亞洲的競爭力，以獨到的見解及系統化的方式發展客戶的價值及滿足客戶的需求，配合專業的客戶關係經理及妥善的資產配置，並如何以創新的領導者的身分為這個歷史悠久的銀行開創新的契機。 本論文以新的觀點探討當前私人銀行產業競爭激烈的現況及發展的趨勢，並提供瑞士信貸的發展經驗及競爭策略為個案分析，以期提供瑞士信貸管理階層及其他業者規劃未來策略之參考，並在研究的最後，提出香港及新加坡成功成為亞洲私人銀行中心的要素，做為台灣私人銀行及財富管理業者及相關研究者的參考。

In this paper, we first discuss the definition of private banking, business and service range of private banking, and the special qualities in private banking industry. After covering the basic knowledge of the industry, we focus on discussing the development trend and competitive strategies of private banking industry in Asia. First, we analyze the current status of global wealth market. Second, we discuss wealth market in Asia and key players in Asia private banking industry. We found the fact that the growth rate of wealth accumulation in Asia market has exceeded that in global market. And this is why many foreign banks have moved their focus to Asia private banking and wealth management market. Furthermore, we will discuss the private banking services provided globally and in Asia. And we analyze the differences of clients’ needs from different client profiles. We also provide the comparisons of private banking ranking and coverage. By analyzing clients’ needs and tailor-made services, we can summarize the successful factors of private banks and future trend of development. Last but not least, we take the private bank with good reputation and long history, Credit Suisse, as a case study in this paper. We evaluate Credit Suisse’s strengths, weaknesses, and challenges in the current competitive market. We point out Credit Suisse’s successful factors, operational practices, and strategies. Credit Suisse has actively expanded its business in Asia market, strived for innovative solutions to meet clients’ needs, and developed customer values by hiring professional relationship managers and using suitable asset allocation methods. “Thinking New Perspectives” is not only a new slogan of Credit Suisse group, but also the guideline of this paper. By analyzing the market trends and the strategic planning of Credit Suisse, we hope to provide the management of Credit Suisse and other private banks a reference of planning future strategies. Last, we also supplement a description of Hong Kong and Singapore as Asia private banking centers and their successful factors. This part of the paper is to point out a possible direction for future study in relevant field.