由私人銀行經營模式探討台灣地區銀行財富管理經營策略

Abstract

本論文透過既有文獻，彙整出財富管理產業發展之起源，並藉由財富管理業務之內容、概念、特性、以及財富管理商品提供的服務範圍，描繪出該產業在經營上之主要輪廓。 同時，探討全球各主要區域及台灣地區財富分布之現況，藉以發掘財富管理業務之必要性與潛在商機。 本研究亦藉由約訪台灣地區銀行業者，針對財富管理業務進行深度訪談；並且以五力分析，將財富管理業務競爭與獲利之現狀，使一精闢闡述。 最後，進一步地根據全球傑出私人銀行之成功關鍵要素，對客戶、產業與政府間之重要議題做實務分析。 在低利差時代，財富管理業務幾乎是大小金融機構爭食的大餅，它引領著國內銀行生態的變遷，近年來財富管理事業在國內蓬勃發展之際，銷售紛爭時有所聞，其因大部分可歸咎於我們的制度設計過於銷售導向所致，其結果為銀行獲利而客戶對財富管理的信任日趨降低，對於未來財富管理事業的發展，產生極為不利的影響。 本研究認為銀行在財富管理市場之業務發展與競爭優勢之維持，關鍵成功因素在於利用其資源及優勢來突顯其特色，並建立差異化的競爭地位，保持其優異的經營績效。

Through this paper, a comprehensive review of the existing literature had been conducted and summarized the origin of wealth management industry development, in addition, describing the core profile of industry offering wealth management services by using the content, concepts, features of wealth management business combining with the service scope of wealth management products providers. Meanwhile, this paper also surveyed the current status of wealth distribution in the world’s major regions and Taiwan area, and tried to reveal the necessity and potential business opportunities of wealth management business. Furthermore, this study conducted in-depth interviews with Taiwan’s banking industry to discuss their wealth management businesses, and leaving a sincere and incisive comment about current situations relating to the competition and profits of wealth management business via Porter’s Five Force Analysis. Finally, this paper performed a practical analysis according to the key elements of success possessed by the global private banks as well as important issues raised among customers, industry and government. In the era of low interest margin, the business of wealth management has almost becomes the target market for all financial institutes. It leads domestic banks environment changes. The disputes of sales of personal wealth sometimes to be heard, even personal wealth management has growth booming recently in Taiwan. The main reason which leads to disputes due to the system of wealth management is designed towarde sales volume. The consequences are banks to make profit but the trust of customers to banks is getting lower and lower from time to time, while it has become serious negative impact of future wealth management industry. The key success factors for the business development of banks in the wealth management market and the maintenance of competitive advantage are the use of its resources and advantages to highlight their own characteristics,as well as to establish their competvitive position of its differentiation to maintain its excellent operating performance.