金融海嘯後公股銀行財富管理業務發展策略之研究─以T銀行為例

A Study on the Wealth Management Development Strategies of Public Share Bank After the Financial Tsunami – A Case Study of T bank

莊延捷(Yen-Chieh Chuang)

指導教授 ： 鮑世亨

淡江大學/商學院/國際商學碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00368

摘要

國內公股銀行長期以來穩健經營，加上其顧客基礎龐大、存款量較高、通路眾多之既有優勢，因此非常適合發展財富管理業務，若能於此次全球金融海嘯之後，找出本身之利基點，必能對往後發展財富管理業務有相當大之幫助。本研究認為銀行發展財富管理業務共由組織結構、人力資源、行銷組合與資訊科技應用等四大構面所組成，本研究在透過外部之環境分析與本身之內部環境分析，另外輔以SWOT分析，並依照目前T銀行經營財富管理業務之營運模式後，形成上述四大構面之策略，即有效的組織結構策略、妥善的人力資源策略、創新的行銷組合策略與先進的資訊科技應用策略等四大構面之策略，並針對各構面之策略提出建議。

關鍵字

公股銀行 ； 財富管理 ； 發展策略 ； SWOT分析

並列摘要

Since a long time ago, Public Share Bank had always managed steady, and its customer base is quite huge, the deposit quantity is also quite high, and it has a lot of branches. All of the above are Public Share Bank’s advantages. Therefore, it is very suitable to develop the wealth management business extremely. If it can discover itself merits after this Finance Tsunami, it will have to be able to develop the wealth management business strongly in the future. This study was considered that the bank wealth management business was altogether composed of the four perspectives. They are the organizational structure, the human resources, the marketing mix and the information technology application. The study is depending on the exterior environment analysis and its internal environment analysis, moreover, depending on the SWOT analysis. According to the present management model of wealth management business of T bank (the case bank), the study forms four big strategies according to the above four perspectives, they are including of the effective organizational structure strategies, the properly human resources strategies, the innovation marketing mix strategies and the advanced information technology application strategies. Finally, the study makes some suggestions to the case bank under the four perspectives.

並列關鍵字

Public Share Bank ； wealth management ； development strategy ； SWOT analysis

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