探討銀行高端客群財富管理需求

A study on demand of wealth management in the Banking Industry for high Asset Class

翁惠瑜(Hui-Yu Weng)

指導教授 ： 孫嘉祈

共同指導教授 ： 賴錦璋(Chin-Chang Lai)

淡江大學/商管學院/國際行銷碩士在職專班/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00265

摘要

依據瑞士信貸（CREDIT SUISSE）於2019年所公佈的「全球財富報告」中表示，雖然全球經濟持續衰退且中美貿易戰延燒至今，局勢如此嚴峻之下全球富人們的財富仍有2.6%的成長，全球百萬富翁達4,680萬人。這些金字塔頂端富人們僅占1%人口，但擁有的財富卻佔全球人口數的44％。然而依據行政院金融監督管理會舊法規「銀行辦理財富管理業務應注意事項」第二條定義財富管理業務為「銀行針對高淨值客戶，透過理財業務人員，依據客戶需求作財務規劃或資產負債配置，以提供銀行合法經營之各種金融商品及服務」，面對金融環境的快速變化與銀行同業競爭激烈下，這群帶來超高淨值收益之高資產客戶成為銀行競相爭逐之對象。

故本研究藉由學術文獻探討以及專家訪談歸納分析方式，探討此類高端客群對財富管理之需求與關注重點來作為銀行未來財富管理業務之經營策略。藉此在財富管理業務紅海中突圍而出。經歸納分析主要結論如下
一、 金融服務之便利性與客製化將是成功關鍵。
二、 金融電子APP平台服務須提供更即時資訊。
三、 金融服務從業人員之品質應以客戶需求取代績效導向之評鑑方式。

關鍵字

高端客群 ； 銀行業 ； 財富管理

並列摘要

According to the reference of The Global Wealth Report 2019 from CREDIT SUISSE, under the circumstances of economic growth negatively and China–United States trade war, there was still in growth during the past year by 2.6% and the number of millionaires was still at 46.8 million. As a matter of fact, there was actually only 1% of the population at the top of the pyramid; nevertheless, it was 44% occupancy of global wealth. There was a clear statement in Financial Supervisory Commission R.O.C. (Taiwan) in item 2 "wealth management business" means the provision to high net worth customers by a bank through its wealth managers of financial planning or assets and liability allocation services that match the customer's needs, with a view to offering various financial products and services that the bank is legally authorized to provide. However, through all the financial environment changes rapidly and Interbank competition, these 1% of the population are still the target for banking as the high profit return from them.
The study on demand of wealth management in the Banking industry is based on the analysis of academic discussion and in-depth interview which focus on high net worth customers in demands and future financial management and strategies as the best course of action. Conclusion to be analyzed are as followings:
● Financial services in customization and user friendly are the keys of success.
● Real time information at Mobil App platform.
● Quality of customer support in financial services KPI in customer oriented

並列關鍵字

High Net Worth Customers ； Banking ； Wealth Management

參考文獻

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