媒體生態改變下的投顧業生存之道

Abstract

傳統投顧業為了增加會員與業績，分析師或業務員總是盡其可能地吹噓投資績效，甚至灌水過去的操作成績。投資人加入會員後，往往面臨慘賠的投資結果，在不甘血本無歸的情況下，投資糾紛事件層出不窮。此外，隨著網際網路的發達，各種新媒體推陳出新，改變國內的媒體環境生態，而相關法律的限制也益形廣泛。本研究的主要目的即在於釐清投顧業面臨的問題，探討新投顧公司該如何運用新媒體，並有效減少會員投資糾紛。 透過對臺灣投顧業與媒體業環境的研究，以及對國內投顧集團負責人的專家訪談，本研究提出新形態投顧公司的經營模式，包括組織架構、營運對策與獲利分析。最後，本文結論認為，新媒體生態改變下資訊充斥，投顧業應該導向服務為主，獲得市場投資者認同。

In order to increase membership and performance, analysts or salesmen always try their best to boast of investment performance and even flood past performance. When an investor joins a member, he or she often faces the investment result of a disastrous loss. In the case of not being willing to pay for it, investment disputes are constantly emerging. In addition, with the development of the Internet, various new media have evolved to change the domestic media environment, and the restrictions of relevant laws have also benefited. The main purpose of this study is to clarify the problems faced by the investment industry, to explore how new investment companies should use new media, and to effectively reduce member investment disputes. Through research on Taiwan's investment industry and media industry environment, as well as expert interviews with domestic investment group leaders, this study proposes a new form of investment in the company's business model, including organizational structure, operational strategies and profitability analysis. Finally, the conclusion of this paper is that the information under the new media ecology is full of information, and the investment industry should be oriented to service and gain market investors' approval.