新一代財富管理新思維—C銀行之個案分析

在數位化浪潮來襲的大趨勢下，金融產業也面臨內部變革及外部環境的挑戰。主管機關更是大力推動BANK 3.0的啟動。隨著全球數位金融蓬勃發展的態勢，如何提昇銀行分行的產值及差異化的經營服務益顯重要。財富管理業務為近幾年來台灣金融產業獲利的主要來源，在全球低利率時代下，台灣金融業幾乎已無存放款利差可言，在微利時代，手續費收入已佔銀行收入非常重要的佔比，因此，財富管理經由三階段的歷程，邁向競爭激烈的時代。本文從全球財富管理的趨勢談起，以及台灣目前財富管理產業現況資料蒐集，予以說明與分析。針對筆者在職之個案銀行財富管理經營現況，差異化經營的模式，面對網路科技的興起，外部競爭者入侵，商業模式的改變，如何提高銀行獲利，銀行分行從業人員的轉型，將數位能力變為核心競爭力，及分行差異化的服務模式與不同客群的精準行銷與服務，對財富管理的需求與建議，提出研究結論與建議。建議個案C銀行善用原有客戶忠誠度高且數量多的資源，優化核心客群的能力，整合國內外資源(國外分行家數多且廣)結合數位銀行、數位金融科技的運用，讓財富管理的客戶更便利更有效率的進行投資理財規劃，以分行通路為主，全通路為輔，納入多元人才的加入，抓住新世代的潮流，運用科技了解人性再創新局。

關鍵字

財富管理；網路科技；數位金融；精準行銷；差異化服務；客戶關係維護

並列摘要

With the trend of digitalization, financial business has to face internal revolution as well as the challenge from external environment. Moreover, the competent authorities strongly promote the launch of Bank 3.0. The issue that how to improve the revenue and services differentiation at bank becomes more essential due to the global financial development vigorously. Due to the extremely low bid-ask spread under the current quantitative easing booming, the main profit resource of banks in Taiwan is the commission income from wealth management department. Therefore, the evolution of wealth management in Taiwan went through three different phrases in fifteen years and is in fierce competition nowadays. This dissertation aims the author’s observation of global wealth management trend to the current wealth management status of Taiwanese commercial banks. It starts from the international tendency of wealth management and it’s present situation at Taiwan. The second portion will focus on the external challenges such as the rise of Internet technology, the invasion of external competitors, and the change of the business model. The third part is following by the demand and suggestion of wealth management from internal perspective like the ransformation of personnel in bank branches, the digital ability, and differentiated service mode to customers in different local benches. These topics will be given analysis, interpretation and put forward the research conclusion and the suggestion according to the practical experience from author. Case C Bank recommends clients take advantage of existing loyal and more quantity of resources , the ability to optimize the core customer base , the integration of domestic and foreign resources ( more than the number of foreign branches ) binding of the banking , finance using digital technology, so that wealth management clients more convenient and more efficient to invest in financial planning , in order to access the main branch , the whole path , supplemented to include Multiple talents to join the trend to seize the new generation, and the use of technology to new understanding of human nature Bureau