後疫情時代台灣銀行財富管理經營策略之研究-以P銀行為例

Research on the Wealth Management Strategy of Taiwan Bank in the Post COVID 19 Period - the case of P Bank

鄭芳莉(Fang-Li Cheng)

指導教授 ： 林江峰

淡江大學/商管學院/國際企業學系國際行銷碩士在職專班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00416

摘要

2020年初突如其來的COVID-19疫情，全球政府紛紛祭出無限貨幣寬鬆政策，台灣政府除了對防疫超前部署，更藉由各類紓困措施減緩因疫情造成的經濟衝擊。本研究討論台灣銀行業財富管理業務、疫情對銀行財富管理業務的影響及後疫情時代銀行財富管理業務之挑戰與機會。
本研究的主要目的在探討台灣銀行財富管理經營策略，並以個案銀行為例，分析探討後疫情時代財富管理經營策略並做出策略建議以為其他銀行之參考。
研究建議後疫情時代台灣銀行業財富管理經營策略以整合行銷策略、創新善金融服務、培養人才跨業訓練三大經營策略方向，以提升財富管理業務新契機。

關鍵字

財富管理 ； 經營策略

並列摘要

With the unexpected outbreak of COVID-19 epidemic in 2020, governments around the world have implemented infinite monetary distribution policies. The Taiwanese government has used various relief measures to decrease the economic impacts caused by the epidemic. This research discusses three topics: Taiwan’s banking wealth management business, the impact of the epidemic on bank wealth management business, and the challenges and opportunities of bank wealth management business in the post-epidemic era.
The main purpose of this research is to explore the wealth management strategy of Taiwan banks. Furthermore, explore the case of P bank and use as an example to analyze and discuss the wealth management strategy of the post-epidemic era, and finally make strategic recommendations for other banks to us as reference.
The research suggests that the wealth management business strategy of Taiwan's banking industry in the post-epidemic era should be based on three major business strategy areas: integrated marketing strategy, innovative financial services, provide continuing education with cross-industry training for individuals, and to enhance new opportunities for wealth management business.

並列關鍵字

Wealth Management ； Financial Technology ； Business Strategy

參考文獻

中文文獻

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