財富管理業務制度之研究

The research of wealth management sale system

林奕彣(Yi-Wen Lin)

指導教授 ： 繆震宇

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00314

摘要

近年來財富管理事業在國內蓬勃發展之際，銷售紛爭時有所聞，其因大部分可歸咎於我們的制度設計過於銷售導向所致，其結果為銀行獲利而客戶對財富管理的信任度日趨降低，對於未來財富管理事業的發展，產生極為不利的影響，希望能藉由本文的探討找出一個較為正向發展的關鍵要素。
綜觀國內外財富管理事業經營的理念與作法，箇中差異在於可歸納為下列數點：1.管理制度：國內業者過於依賴規章規範員工行為與績效，而國外採取理念管理，讓員工出於榮譽心將業績目標達成。2.作業導向：國內業者強調銷售導向，所有制度或考評大多依業績的多寡來決定，國外則重視理財規劃的過程，金融商品銷售為規劃過程中必然發生的附加利益。3.業務重心：國內強調金融商品的手續費收入，導致客戶將所有注意力集中在收益上，其結果只能和客戶建立起短暫的關係，國外則重視客戶長期關係的經營，希望透過穩定的關係進行交叉銷售，增加利潤。4.收益來源不同：國內業者的收益來源僅有金融商品的銷售佣金收入，國外業者主要的收益來源則為理財規劃建議的顧問費收入，其次方為金融商品的銷售佣金收入。
為求財富管理產業的健全發展，本文建議財富管理業者可朝下列方向努力：1.業者應負起教育客戶的責任，建立使用者付費的觀念。2.建立財富管理核心價值，將目前重視銷售結果的評核制度，轉變成為注重經營過程的評核制度。3.提供客戶整體的財富管理目標規劃，而非以個別商品為財富管理規劃的主軸4.和客戶建立長久的財富管理關係，而非短暫的商品銷售關係5.建立企業核心價值與文化，而非依為依賴制度評核管理。

關鍵字

財富管理 ； 富國銀行 ； 業務制度 ； 私人銀行

並列摘要

The disputes of sales of personal wealth sometime to be heard; even personal wealth management has growth booming recently in Taiwan. The man reason which leads to disputes due to the system of wealth management is designed toward sales volume. The consequences are the bank to make profit but the trust of customers to the bank is lower from time to time. This consequence has become serious negative impact of future wealth management industry. This thesis is try to find a key factor which will help for positive development of wealth management.
By over view the concept and practice of wealth management within domestic and oversea. The differences of domestic and oversea can be summary as:
1.Different on management system: the domestic bankers are more rely on codes to regulate employee’s conducts and performances; oversea banks are more rely on notions management that employee to reach sales target by honor.
2.Different operation orient: the domestic bankers more focus on sales volume; the oversea bankers more focus on the process during wealth planning; the financial products are one of additional interest of whole wealth management process.
3.Different objective on sales: The domestic bankers more focus on process/handling fee it leads customers’ interests are in incomes by financial products. The result is short term relationship between banks and customers. In contrast; oversea bankers are focus on long term relationship with customers, hope to increase or diversify sales to increase profits.
4.Different on income source: Domestic banks are only rely on commission on sales of financial products but oversea bankers are rely on consulting fee of making a wealth management advising mainly, the commission fee is secondary.
In order to push health development on wealth management industry; this thesis suggests domestic bankers can work on below areas:
1.Bankers should take responsibilities of educating customers; build up the concept of “users must pay”.
2.Build up core value of wealth management by turn around the evaluation critical from focus sales volume to manage the process of sales.
3.Provides wealth management gold on all aspects to customers; not depend on each single financial product.
4.Build up long term wealth management relationship; not short term sales of financial products.
5.Build up core value and culture of banks; not only relay on codes and evaluation system.

並列關鍵字

Wealth Management ； Wells Fargo Bank ； The Sales System ； Private banking.

參考文獻

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