金融業財富管理業務導入顧客關係管理之研究 －以某金控公司為例

Introducing Customer Relationship Management into the Wealth Management of Financial Institutes – An Example from a Financial Holding Company

施偉友(Wei-Yu Shih)

指導教授 ： 蔡政言

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00738

摘要

微利時代因應市場衝擊變化，國內各家銀行、證券、保險等金融機構無不陷入重整合併的金控風潮，隨著資源整合及制度重訂，行銷業務跨售盛行，亦帶領金控公司朝向財富管理業務邁進。有鑑於此，本論文之研究動機在於如何有效提升金控後之財富管理業務。參考各類文獻後發現，財富管理業務其靈活度與複雜性均高，且理財服務中又以「顧客關係管理」為重要成功關鍵因素之一。故本研究以此為主軸，針對「公司」、「員工」、「顧客」三主體，探討其間之互動關係與對總體之影響，並衍生出「產品」、「專業」與「制度」之資產管理要素，以及探討「客戶屬性」、「資產配置」及「市場趨勢」等多方因素，對投資業務運作之影響。本論文以「個案研究」方式，探討個案公司於金控整合初期，如何將資產管理要素巧妙運用於CRM，以確實針對客戶需求，提供客製化的產品與服務，運用創新科技平台優勢，積極幫助客戶從事投資理財活動，同時亦提升財富管理業務之管理效能。研究發現財富管理業務中，不僅是投資策略與科技平台日新月異，在多元化產品提供與客製化服務的帶領下，資產配置的觀念將愈受重視。未來趨勢可見專業掛帥，所涉獵之領域還須符合全球化作業，充份將CRM理念融入理財服務，將有助於滿意度提升與業務推廣，以「顧客」、「員工」、「公司」三贏之勝局，達成金控合併綜效。

關鍵字

金融業 ； 財富管理 ； 顧客關係管理 ； 投資理財

並列摘要

In the age of low margin, financial institutes as bankers, securities industries, and insurance services in Taiwan are plunged into the wave of integrating and merging the holding industry in order to face the breach and change of the market. The rage of cross-sell of the marketing leads the holding industries to the road of wealth management, as integration of resources and redefinition of institution continue. The motivation of this study lies in how to enhance the wealth management after the holdings. With various literature reviewed, it is found that wealth management are both highly flexible and complex. Besides, CRM (Customer Relationship Management) is the key to success in the wealth management services.
Therefore, this study discusses the mutually interactive relationship between employer, employee, and customer; and also concerns about the effect of the relationship on the whole picture. Based on the discussion, three elements of asset management are developed, including product, profession, and institution. Besides, this study displays the effects of the causes of customer property, asset allocation, and market trend on the implementation of investment.
The approach in this study is case study. By discussing how the case company ingeniously utilizes three elements of asset management on CRM in the preliminary stage of integration, in order to focus costumer demands, provide customized products and services, make use of advantage of novel technology, and positively help the costumers on investing and finance management, it is found that the efficiency of wealth management is improved and the integration of holdings are successful for costumer, employer, employee at the same time. It is found in this study that the wealth management keeps changing, concerning investing strategy and technique platform, and that the idea of asset allocation will be valued more due to diversified offering of products and customized services. “Profession” will certainly be the main stream in the future, which requires cross-fields knowledge and global business. It will be helpful for enhancing satisfaction and publishing business with CRM well infused into finance management services, in order to achieve the goal of synergy of holding merging based on the win-win situation of employer, employee, and customer.

並列關鍵字

Banking Industry ； Wealth Management ； Customer Relationship Management ； Investing And Finance Management

參考文獻

林啟仁(2004)，「銀行經營財富管理業務關鍵成功因素之研究－從

黃奕瑛(2000)，「金融業導入顧客關係管理之關鍵成功因素探

鍾堂明(2004)，「銀行財富管理經營策略個案研究」，高雄第一科

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呂曉秋(2003)，「投資管理之CRM－以金控公司為例」，元智大學