銀行財富管理經營策略之探討－以TS銀行為例

台灣金融機構陸陸續續地，投入財富管理這個市場，加上政府也積極地鬆綁法令，使得銀行業者的競爭更加激烈。也造成銀行業者惡性競爭。本研究之個案銀行，在產業競爭之下仍能在財富管理市場上立於不敗之地、創新產品年年獲獎，績效不斷提升，其採用之策略值得深入探討。本研究以探討個案銀行在財富管理所採用的策略。以客戶服務構面、資訊科技的運用、產品創新研發等三個構面進行資料分析與探討，並以系統思考分析出其策略之因果環路，藉此了解個案銀行在財富管理策略上的執行情形。得到結論如下：一、客戶服構面：能夠貼近高端客戶提供服務需求，準確達成客戶財富管理目標，為高端客戶進行家族財富傳承規劃，提供完整的服務網絡。二、資訊科技的運用構面：創新數位科技之運用使產品貼近市場，金融科技與數位化服務及AI人工智慧運用，讓升便捷性及符合數位金融潮流。三、產品創新研發構面：領先的創新服務商品，更能符合客戶及接軌國際市場的需求，為客戶創造更高的財富。個案不斷在財富管理的領域中，研發與創新，為客戶創造永續的財富，值得高端客戶的信任及委託，其所採行之策略，可為國內各家銀行業者參考之依據。

關鍵字

財富管理；策略分析；數位化服務；系統思考

並列摘要

Taiwan's financial institutions have continued to invest in the market of wealth management, and the government has also actively loosened the laws and regulations, making the competition of bankers more intense. It also causes vicious competition among the banking industry. When the market competition becomes deteriorating, the TS bank can always maintain its competitiveness in the market, and the performance is continuously improved. Its strategy is worthwhile for research. This study explores the strategies adopted by case banks in wealth management. Data, analysis and discussion are carried out in three aspects: customer service facet, information technology application, product innovation research and development. Furthermore, this study also uses systems thinking to identify the causal loops linking with its strategies. Bases on the results, this study has the following findings: First, the customer service facet: able to close to high-end customers to provide service needs, accurately achieve customer wealth management goals, for the high-end individuals to carry out family wealth inheritance planning, provide a complete service network. Second, the use of information technology facet: the use of innovative digital technology to make products close to the market, financial technology and digital services and AI artificial intelligence, so that convenience and compliance with digital financial trends. Third, product innovation R&D structure: leading innovative service products, more in line with the needs of customers and the international market, to create higher wealth for customers. Cases continue to be in the field of wealth management, research and development and innovation, creating sustainable wealth for customers, worthy of the trust and trust of high-end customers, and the strategies adopted by them can be used as reference for domestic banks.