空中金融之經營策略探討

A Study on Management and Strategies of Air Personal Banking

魏瑞香(Ruey-Hsiang Wei)

指導教授 ： 郭瑞祥

共同指導教授 ： 陳俊忠

國立臺灣大學/管理學院/國際企業管理組/碩士(2010年)

https://doi.org/10.6342/NTU.2010.10261

摘要

摘 要
財富管理為近年來各銀行發展的重點業務項目，也是存放利差以外的主要獲利來源，但面對幾乎無差異化的高度競爭產業，銀行要如何降低成本，提昇作業效率，同時提供客戶專業、快速的高品質服務，創新通路的設計與管理就變成財富管理決勝的關鍵所在。
台灣有許多銀行也曾投入創新通路的設置，但因成效未達預期之譜而草草結束，可見創新通路的發展有一定困難度；然而，T銀行卻能藉空中金融之服務，成功提昇客戶往來數量、忠誠度和營運收入。因此本研究即在探討國內財富管理銀行之現況及發展過程，了解創新通路與傳統分行通路之差異，以及創新通路為銀行所帶來的商業契機；本研究將以T銀行為例，分析其創新通路的成功關鍵因素：如完善的系統規劃及人員訓練與管理運作等…所有規劃間相互運作而產生成功模型。
空中金融中心相對於銀行分行據點而言，成本較低、行銷成效評估迅速、可以直接與消費者互動及加速銷售流程的特色。在消費者方面，可以透過電話或網路立即瞭解其資產狀況，以節省奔波分行的時間；對於商業人士、海外工作人士而言，更可提供立即的服務，個人資產不會因區域性因素，而無法進行管理。
然而，空中金融創新通路的主要特性在於整合金控集團下各子公司客戶綜合管理，贏取顧客之終身價值；金融機構給予客戶即時與方便的效率服務過程(One stop service)，藉由金控集團中各子公司之對應功能提供多元產品滿足客戶資產配置及規劃，以超越客戶原有期待標準，培養其忠誠度而創造商機。其主要優勢如下；
1.可以節省人員訓練成本及時間成本。
2.可以縮短成交時間、提高發展效率。
3.可以化被動銷售為主動服務。
4.可以結合資料庫行銷，尋求明確之目標對象，加速業務銷售成長。
5.可以打破傳統業務拜訪型態、提升效率及知名度。
6.可以建立與準確客戶的第一線接觸。
7.可以搭配相關DM行銷，強化潛在顧客之印象。
8.可以制度化縮短銷售前置時間。
9.可以逐步、有效地針對潛在客戶拓展企業形象。
10.可以專業的話術編擬及反對意見研擬，增加成交率
11.可以和實體分行結合，增加客戶交易的管道，深化客戶關係。
最後，依據本研究探討所得提出相關建議，以其作為台灣財富管理創新通路成功經驗能被複製及有效應用，創造台灣財富管理業務的新藍海策略。

關鍵字

財富管理 ； 創新通路 ； 空中金融

並列摘要

ABSTRACT
Other than profit generated from spreads, Wealth Management Business has been the main profit generator and the focused business among all developments in Banking Industry during the past few years. Facing the highly competitive environment with little difference, however, banks have been asking questions about how to minimize cost, how to improve efficiency and how to provide services to our customers with more professionalism and better quality. The key to become outstanding in the peers is through the setup and management of the innovative channel.
In the past, there have been many banks devoting themselves into the setup of innovative channels but ended up unsatisfactory due to low performance, which demonstrated the difficulty regarding the process of creating new channels. However, T Bank successfully increased customer base, customer loyalty, and revenue. Now we want to go deep to analyze the progression and current status of Wealth Management Department within the country, and to understand the differences between innovative channel and traditional branches. By decomposing T Bank, for example, we could understand the successful model behind the innovative channel is contributed by such key factors as completed system setup, well-trained employees, management execution, etc.
As opposed to branches, APB is enjoying the advantages of lower cost, easier and faster evaluation of sales performance, direct interaction with customers and acceleration on sales process, which all makes it more favorable. For consumers, they can access their account information without going to the branch through telephone or internet services. For business users or expatriates, immediate services are available and still be able to manage their assets despite geographical differences.
And now, from the Financial Holdings’ point of views, the main characteristic that the innovative channel as APB represents is to enhance stronger interactions with customers and also to win more add-in values from them. Therefore we provide our valuable customers with portfolio management and various planning (One Stop Service), in hope for bringing in more opportunities through services and to satisfy the customers and profit the company.

The advantages are:
1. Be able to shorten the costs on training and time
2. Be able to shorten dealing time， improve efficiency
3. Be able to turn passive selling to active selling
4. Be able to enact database marketing， to identify focused group， and to accelerate sales growth
5. Be able to break the traditional stereotype of visit for sales and to increase publicity
6. Be able to establish first contact with identified customers
7. Be able to emphasize the image on potential customers with DM marketing
8. Be able to systematically shorten the preparation time before selling
9. Be able to gradually and efficiently build up brand image for potential customers
10. Be able to edit sales script or problem solving script more professionally
11. Be able to join up with branches to add more sales channels and deepen customer relationship
Lastly, based on the suggestions this study offers, we hope the success of the innovative channel can be duplicated and magnified, so as to develop new blue sea for our Wealth Management Business in Taiwan.

並列關鍵字

wealth management ； innovative channel ； Air Personal Banking(APB)

參考文獻

21.奈普敦服務科技股份有限公司（http://neptuner.com.tw/a015.htm1）

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