在中國發展財富管理創新通路的研究

Abstract

財富管理產業，是亞太地區消費金融市場的主流，未來成長的動力。機會無限，但競爭非常激烈，藍海在哪裡？ 本文藉由探討財富管理在台灣的產業發展、通路設計，分析成功與失敗的關鍵因素，並借鏡歐美與亞洲主要國家的通路發展經驗，分析優劣；以台灣的成功通路模式、經驗為基礎，進而複製成功經驗在同文同種的中國廣大市場，發展出一個未來中國市場可行的通路模式。 分行已經不是財富管理銀行唯一的通路，本論文特別闡述行動分行通路新模式，以客戶的需求為出發點，尋求廠商、客戶、人才的三贏策略。 除此之外，本文根據實務經驗，特別強調分析了發展創新通路所必要的成功要素──整合性行銷活動與標準程序。中國地大物博，以分行為主要業務來源的通路模式，難以在強敵環伺中異軍突起、創造競爭優勢。創新有效的通路，絕對是兵家決勝的關鍵所在。 最後，本研究希望就上述分析的內容，提供對於財富管理產業經營有興趣的同好一個策略思考的參考。

Wealth Management Banking is the mainstream and future growth engine in Asia Pacific Consumer Banking market. As we have foreseen huge opportunities, there are challenging competition ahead. What is the Blue Sea Strategy? The thesis is to review Taiwan Wealth Management Banking industry and its channel development and to analyze its successful and failure critical factors. We have studied the major innovative channel models in many European and Asian countries. Based on all the facts, we in Taiwan have developed a successful alternative distribution channel model, which we are going to duplicate it into the China market. Branch-banking is not the only distribution channel for Wealth Management Banking business. The objective of the thesis will focus on introducing the brand new mobile branch model, which will eventually look for a multi-party winning strategy: corporate, client, and employee. In addition, we particularly emphasize the importance of integrated marketing campaign and standardized process to ensure its success. We have seen difficulties of utilizing branches to create competitive advantages and act as a key differentiator in the broad China market. As a result, an innovative and effective channel model might be the critical factor to determine the final contester. In conclusion, we are providing an alternative strategic thinking reference for financial industry to expand the Wealth Management Banking business.