總代理制度下,境外基金代理業者的通路策略 - 以先鋒投顧為例

Channel strategy of offshore fund agency business in Taiwan under the new “General Agent” system－a case study on Galaxy SICE.

林寶珠(Pao-Chu Lin)

指導教授 ： 邱顯比

國立臺灣大學/管理學院/財務金融學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.01622

摘要

本研究的目的在於分析總代理制實施後，台灣境外基金代理業者通路策略的改變。其中本文以先鋒投顧為個案對象，運用SWOT模型，分析產業環境改變對境外基金業者通路策略的影響。研究發現總代理制度實施後，將使台灣境外基金代理產業的競爭更趨激烈，同時降低境外基金代理業者對於上下游的議價能力，進而壓縮其獲利率。因此，新環境下境外基金代理業者通路策略的目標，重點將集中在降低成本和開闢新市場。而先鋒投顧所採行的新通路策略，以發展線上基金銷售業務為主軸，最大特色為降低產品成本、對銀行通路的依賴度，並訴求於新的投資族群。上述特色有助於先鋒投顧擺脫內部資源所帶來的限制，進而發揮其在專業人才上的優勢。最後，先鋒投顧的新策略預料將對未來台灣境外基金業的競爭模式，產生相當程度的衝擊。

關鍵字

境外基金 ； SWOT分析 ； 總代理制

並列摘要

The research goal is to explore the changes of the channel strategy of the offshore fund agency business in Taiwan caused by the enforcement of the new General Agent system. The research selects Galaxy SICE as the sample company and uses SWOT model to observe and analyze the adjustment process of channel strategy of Galaxy SICE caused by the change of the industrial environment.
The result of the research shows that the enforcement of the new “General Agent” system will decrease the bargaining power of the offshore funds agents in Taiwan, which leads to more severe competition and decline in profitability of the industry. Therefore, the objective of new channel strategy of offshore fund agency business under new environment will concentrate on cost reduction and exploitation of new market.
The main goal of the new channel strategy adopted by Galaxy SICE is to develop the online sale business of offshore funds. Meanwhile, the most obvious characteristics of the strategy include the reduction of product costs and dependence of the bank channel and focusing on the new investors whose investing pattern is different from traditional investors in Taiwan.
To sum up, those characteristics of the new strategy help Galaxy SICE free from the limit of its internal resources and bring its advantage of human resources into full play. In addition, the new channel strategy of Galaxy SICE is expected to have a substantial impact on the competitive pattern of the offshore fund agent industry in Taiwan.

並列關鍵字

Offshore fund ； SWOT analysis ； “General Agent” system

參考文獻

王詠心(2003)，境外基金在台銷售之管理面面觀，財政部證券暨期貨管理委員會。

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