顧客導向價值鏈分析- 以私人銀行為例

Client-Based Value Chain Analysis - Take Private Banking as an Example

許彩瑱(Tsai-Chen Hsu)

指導教授 ： 柯承恩

國立臺灣大學/管理學院/會計學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.00850

摘要

本論文的主旨是探討台灣高淨值個人的財富管理狀況及財富規劃目標，分析私人銀行業務價值鏈，並藉由深度訪談的方式以達到研究目的。回顧以往國內相關銀行業文獻，對於財富管理或私人銀行業務的探討並不多，而且對於以顧客為導向研究私人銀行業務價值鏈的研究則尚未發現。同時，在財富管理或私人銀行研究如何具備競爭力以面對需求龐大的市場需求時，真正了解顧客需求並能進一步提供具價值創造服務，成為一個重要的課題。
本研究根據國內外文獻對私人銀行業務做定義，檢視私人銀行產業背景與發展現況，並分析與比較私人銀行價值鏈與一般銀行價值鏈的異同。藉由深入訪談的方式，訪問台灣地區高淨值個人在私人銀行業務的使用現況與經驗，以了解這個顧客族群財富管理的目標、目標執行的方式與執行的程度，以顧客的角度反觀私人銀行業務與服務。最後，分析訪談資料，並對私人銀行業務服務做出具體建議。
本研究總計訪問三十位已使用私人銀行或財富管理銀行服務的台灣高淨值個人，依據訪談結果，本研究以所得結論對私人銀行業務服務提出以下建議：
1. 私人銀行業者應在價值鏈上建構「財富規劃」服務－加強提供「完整性」與「一致性」的私人銀行服務。2. 私人銀行業者應加強開發國內高淨值個人市場。3. 私人銀行業者應提升顧客的滿意度－以顧客導向「了解客戶需求」，並提供最適當的服務。4. 私人銀行業者應提升非傳統銀行業務的專業能力。

關鍵字

私人銀行 ； 財富管理 ； 高淨值個人 ； 價值鏈

並列摘要

The objective of this study is to discover high net worth individuals’ current status of wealth management and their objectives of wealth planning as well as analyze the value chain of the private banking activities. This paper adopted the research method of in-depth interview to achieve the objective of this study. Looking backward over the domestic literature of banking industry, there were limited research and study regarding the wealth management and/or private banking activities. The analyses of the customer-based private banking value chain had also not yet been found in Taiwan. To truly understand customer needs and provide the services with value creation accordingly became an important task for private banking and wealth management industry when facing the enormous market demand.
This study provides the definition of private banking activities based on the domestic and foreign literature. It conducts the surveys of industrial background and current development of the private banking markets. It also analyzes and makes comparisons of the differences of value chains between the general banking and the private banking industries. Using the in-depth interview, this study contains the survey of interviewing Taiwan high net worth individuals who are the customers of the local and/or foreign private banks. The survey includes the current status and experience of using the services provided by the private banks, their goals of wealth management, the way and to the extent that those goals were accomplished, and the customers’ views on the services that private banks should provide. Finally, the conclusions and suggestions are made based upon the analyses of the survey.
This study contains 30 interviews of Taiwan high net worth. Based on the conclusions of the survey, this study provides the following suggestions to the private banking industry:
1. Private banks should build up the functions of and provide the services of “wealth planning” －providing “integrated” and “consistent” private banking services. 2. Taiwan Private banks should focus on and develop the “domestic” high net worth individual markets. 3. Private banks should improve its customer satisfaction－be customer-oriented, truly understand customer needs and provide them the optimal services accordingly. 4. Private banks should enhance its capability of providing non-traditional banking services.

並列關鍵字

private banking ； wealth management ； high net worth individual ； value chain

參考文獻

Canals, J.（1993）: Competitive Strategies in European Banking, Clarendon Press, Oxford, 199.

Porter, Michael（1985）: Competitive Advantage: Creating and Sustaining superior Performance, 37.

Slager, A.（2004）: Banking Across Borders, 25-33.

一、中文部分

第一銀行，一銀產經資訊（2001），由歐美經驗探討我國金融業發展私人銀行業務之機會與挑戰，第441期，12月，p 16-29。