金融海嘯對財富管理模式之影響ー以A銀行財富管理為例

中文摘要本研究以質化訪談的方式來了解金融海嘯對於財富管理模式的影響，經由與A銀行的財富管理部門高層、經理與客戶進行訪談，再將結果與A銀行的高層進行再次訪談，以確認管理意涵與研究結果的正確性，進而更深入的了解金融海嘯對財富管理模式之影響與應對方式。訪談結果顯示，金融海嘯對財富管理的影響可以從生產與作業管理（產品與服務的再設計、財富管理轉型）；行銷管理（關係行銷的強化、投資誘因、客戶族群的轉移）；人力資源管理（人力多元化、專業能力的培養）；研發管理（獲利短期化、商品簡單化、遵循法規發展）；財務管理（客戶聚焦化、理財專業化）等角度進行思考。而財富管理模式可從風險分散化、收益穩定化與需求短期化等進行應對。期待本研究的結果能讓市場上經營財富管理的相關業者參考，以A銀行的財富管理模式經驗而言，再次的金融海嘯襲來，需做好風險管理，以短期的模式來設立停利/損點，進而順利度過金融海嘯帶來的影響。

關鍵字

金融海嘯；財富管裡；三角定位法；焦點群體訪談

並列摘要

This research aims to understand the influences of financial crisis on wealth management models through qualitative interviews. The results of interview with wealth management department’s management, managers and clients in Bank A is used to interview with Bank A’s top management team again in order to confirm management implications and the correctness of research results. Then thoroughly understand the influences and coping tactics of financial crisis on wealth management models. The results of the interview shows that financial crisis influences wealth management from different perspectives including operations management (products & services redesign, wealth management restructure), marketing management (strengthen relationship marketing, investment incentives, transferring of client groups), human resource management (manpower diversification, training in professional abilities), R&D management (short-term profits, product simplification, abiding to rules & regulations) and financial management (client focalization, professionalize in investment management). The model of wealth management can cope through risk diversification, profits stabilization and short term demands. The results of this research look forward to providing guidance for wealth management practitioners and preparation to handle financial crisis that may attack once again.