機器人理財對財富管理產業之影響與挑戰 －N投信之個案分析

Abstract

網路科技的發達再加上行動裝置的普及，使得金融科技蓬勃發展，大幅度地改變金融服務模式。投資人們在經歷全球金融海嘯後，對金融機構信任度降低，這時專注於消費者需求，能夠提供更具效率服務的科技公司崛起，傳統理財服務面臨危機。同時，由於傳統理財顧問服務集中在高淨資產客戶，長期被忽略亦有理財需求的長尾端市場，逐漸地被機器人理財掌控。本研究將針對機器人理財在台灣財富管理業發展狀況做探討，同時也引國外知名金融科技公司為借鏡，與台灣知名投信公司做比較，該如何改善目前法規以強化自身優勢，維持競爭力，進而擴大市場。本文採取文獻分析法及個案研究法之研究方法，明確定義機器人理財的概念，並針對使用者來做分類，再取兩間美國知名提供機器人理財服務的公司為例，除了兩間美國公司做對比以外，也透過圖表做國內外機器人理財比較；個案則是以N投信為例，N投信是台灣最大的基金諮詢平台，是投信投顧業最具代表性的指標，研究該公司所提供的機器人理財服務，進而整理出台灣目前在機器人理財服務領域中尚需努力的建議。

The development of Internet technology and the popularity of mobile devices had changed the financial service model. After the Global Financial Crisis, investors have reduced their trust in financial institutions. On the other hand, the technology companies focusing on consumer demand that can provide more efficient services, and the traditional financial services are facing a lot of ordeals. At the same time, as traditional financial advisory services are concentrated in high-net-worth clients, the long-end market, which has long been neglected and has financial needs, is gradually being controlled by financial operators. This study will focus on the development of wealth management robots wealth management industry in Taiwan. This paper adopts the research methods of literature analysis and case study method, clearly defines the concept of financial management robot, and classifies the users, and takes two companies in the United States as examples. In addition, the domestic and foreign wealth management robots are also compared through charts. The case is based on N Asset Management Company. It is the most representative indicator of investment and investment, and the company provides financial management.