摘要 本論文主要從市場導向研究私人銀行關鍵成功因素,及現今政經環境背景下的發展商機,包括外部環境在2008年金融風暴後,國際金融機構私人銀行業務面臨挑戰與重新洗牌、全球財富金額及富裕人士數的增加所帶來的商機、緊臨台灣的中國財富管理市場的崛起狀況等;加上,內部環境台灣外商私人銀行業務撤離,政府遺贈稅調降、及金融風暴後顧客理財態度改變等。 論文主要架構,首先是透過歐美私人銀行之參考文獻、期刊與國際研究機構的私人銀行年度報告,取得私人銀行之相關資料,了解私人銀行業務之沿革與定義、內容與特色、及其關鍵成功因素;其次,就主要國家的私人銀行業務與現況做逐一說明,包括瑞士、美國、香港及新加坡,以及目前各國積極拓展的中國市場,並分析及探討業務特色與成功因素。了解包括國家形象、保密制度、稅制競爭力、穩健的銀行體系、高品質的人才與服務、多元產品服務、多國語言人才、政府政策鼓勵等因素,都是造就歐美、香港及新加坡之私人銀行業務的發展與成功。最後,加上深度訪談十年以上實戰經驗豐富的顧客關係經理,了解台灣欲發展私人銀行業務所面臨的優劣勢、關鍵成功因素、以及企業發展與經營策略(例如,教育訓練/績效獎酬/行銷通路/資訊平台/產品設計)。除此,就深度訪談資料彙整,進行台灣私人銀行SWOT分析,說明其因應之道應從法規面、服務面及人才面等三方面進行提升。 最後,提出本研究建議,包括:1.短期:先從法規、服務、人才方面著手提升2.中期:朝向精緻化或精品化私人銀行之差異化業務發展3.長期:以歐美私人銀行為參考對象,使其成為國際化的跨國私人銀行,尤其加強發展私人銀行的「企業價值」之全方位解決方案,以帶來客戶需求的充分滿足。 關鍵字:私人銀行、關鍵成功因素
Abstract In this paper, we study the key successful factors under market orientation and the business opportunities of private banking. The main framework of the paper is to find out the history, definitions, service contents, major characteristics and key successful factors of private banking business from several books, articles and researches. Secondly, we introduce current private banking business and environment in the world, including Switzerland, United States of American, Hong Kong, Singapore, and now developing China. We analyze and discuss how to be successful in private banking industry, which are pointed out country image, customer’s privacy, tax advantage, high- quality services and products, total solution, multilingual bankers, and government support. At the meantime, we interview with six senior and experienced relationship managers working in the private bank to know what we are facing in the business and how to solve it. Besides, we get summary from these interviewees and analyze them by SWOT analysis if we would like to run the private banking business. We figure that relevant regulations, service, and expertise personnel are the priority issues when we would like to develop successful private banking business. Finally, we raise three suggestions in this paper. The first is the improvement in the relevant regulations, service, and expertise personnel, and the second is to develop and become unique and specific private bank, and the final is to be a globalized private banking like Switzerland and the United State banks to match client’s needs by enterprise value like total solution. Keywords: Private banking, Key successful factor