數位金融崛起對財富管理產業的衝擊－以個案銀行為例

The Impact of the Rise of Bank 3.0 on Wealth Management Industry - A Case of a Certain Bank

莫博鈞(Po-Chiun. Mu)

指導教授 ： 林哲群 ； 張焯然

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2017年)

摘要

科技的演進促使產業版圖移轉的案例屢見不鮮，如今此種因技術演進帶動的版圖移轉現也吹向了金融業，銀行的客戶行為與經營環境正面臨顛覆性的變化。全球銀行創新之父布雷頓‧金恩（Brett King）即提出「未來銀行將不再是一個地方，而是一種行為」，數位科技帶來新作法，將會改變一般人對銀行的想法。金融監督管理委員會自2015年起亦積極推動金融業者提供數位化服務，期許台灣金融業者走向國際化、網路化及行動化，各業者能否因應面對數位化的浪潮，將是未來決勝的關鍵。
過去台灣銀行業者獲利來源多依賴存放款利差收入，然受到低利率環境影響，銀行為拓展財源紛紛轉而開發賺取無風險性手續費收入之財富管理業務，帶動財富管理業務逐漸成為眾家銀行之經營重點。財富管理業務在金控公司的架構下，藉由集團資源整合、交叉行銷，提供多樣化的金融商品以滿足消費者一站購足 (one stop shopping)所有理財商品的便利，也因此加速國內財富管理市場的發展。
然而Bank 3.0的時代的來臨，金融機構與類金融服務業者的界線日漸模糊，過去特許行業的高門檻保護傘逐漸被撤除，且透過網路與行動設備，消費者可以隨時隨地使用金融服務，不再依賴銀行臨櫃服務，銀行失去了與客戶接觸的機會。如何面對數位化浪潮的挑戰，確保在Bank 3.0時代的競爭優勢，將是銀行的重要課題。
本研究藉由個案銀行為例，分析個案銀行在面臨數位金融浪潮的趨勢下，其財富管理業務之經營策略及內外部競爭環境情勢，探討個案銀行在數位金融時代來臨，未來可能面臨的機會與挑戰。

關鍵字

數位金融 ； Bank 3.0 ； 財富管理 ； 機器人理財顧問

並列摘要

The rapid evolution of technology has swept the globe and reshaped the approach to financial services—transforming customer behavior and business environment of the entire banking industry.
Brett King, the globally respected pioneer of banking innovation, introduced that “Bank is no longer a place you go, but something you do.” A shift in mindset of retail banking was offered by new Fintech solutions. Since 2015, The Financial Supervisory Commission (FSC) has been actively promoted digital financial services, aiming to globalize, digitize and mobilize the financial industry in Taiwan. The key to future success would be hence determined by each bank’s response to the powerful digitization waves.
In the past, Taiwanese banks relied heavily on net-interest margin as the main source of profits. However, due to the low interest rates environment, banks have been gradually turned to focus on the less interest-rate sensitive wealth management sector. Under the financial holding company structure, Taiwan’s wealth management business can be boosted via cross-selling and resource integration in order to let the customers enjoy a 'One Stop Shopping' convenience.
In the new era of Bank 3.0, the line between financial institutions and other financial services companies has been blurred increasingly along with the declining franchise value of the banking system. Thanks to the internet and mobile devices, customers are allowed to get access to financial and banking services anytime and everywhere, and they no longer rely on traditional counter services. As a result, the way banks deal with digital challenges to sustain their competitive advantages will be an important issue for certain.
The study is to analyze the wealth management business strategy as well as both interior and exterior conditions of the case study bank and identify its future opportunities and challenges in the face of Bank 3.0.

並列關鍵字

Fintech ； Bank 3.0 ； Wealth Management ； Robo-Advisors

參考文獻

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