探討創新與財富管理業務的關係：以中國信託商業銀行為例

在低利差時代，財富管理業務幾乎是大小金融機構爭食的大餅，它引領著國內銀行生態的變遷，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。本研究主要目的是探討銀行在財富管理市場成功之業務發展、關鍵成功因素及持續競爭優勢，以了解銀行如何擬訂其經營策略，利用其資源及優勢，來突顯其特色，建立差異化的競爭地位，保持其優異的經營績效。

關鍵字

財富管理

並列摘要

In the era of low interest margin, the business of wealth management has almost becomes the target market for all financial institutes. It leads domestic banks environment changes. The disputes of sales of personal wealth sometimes to be heard, even personal wealth management has growth booming recently in Taiwan. The main reason which leads to disputes due to the system of wealth management is designed toward sales volume. The consequences are banks to make profit but the trust of customers to banks is getting lower and lower from time to time, while it has become serious negative impact of future wealth management industry. The purpose of this study is to investigate the success of business development of banks in the wealth management market, key success factors and sustainable competitive advantage, to learn how to develop their business strategy and the use of its resources and advantages to highlight their own characteristics, as well as to establish their competitive position of its differentiation to maintain its excellent operating performance.