金融環境變遷下銀行業財富管理 創新商業模式之研究- 以H銀行為例

Banking wealth management in the financial environment changes Innovative business models - as H Bank

謝欣潔(HSIN-CHIEH HSIEH)

指導教授 ： 鄭漢鐔

國立中央大學/管理學院/財務金融學系碩士在職專班/碩士(2012年)

摘要

中央銀行於2011年的報告顯示本國銀行存放款利差約1.41%，目前金融環境一直處於低利率，微利時代來臨銀行也因此改變經營方向而調整經營策略，銀行財富管理業務因無需提列額外呆帳準備，都為淨手續費收入，因此財富管理業務受到國內銀行業的重視，本文擬從國內銀行財富管理業務之經營發展及市場結構進行分析，本研究以H銀行為個案銀行進行探討。

H銀行股份有限公司，為一家台灣的大型商業銀行，於民國8年創設於台北市。H銀行為本土第一家成立金融控股公司的金控銀行，在財富管理業務方面在三商銀目前是處於業務領先的地位，其在財富管理業務有些經營方向是和同業有所不同:即採取差異化策略。

本研究以個案的方式探討公司商業模式，並以鄭漢鐔教授的8十商業模式為基礎，分析在面對當前經營環境變化(例如金融消費者保護法-金保法於100年12月30日實施對於財富管理業務的影響)如何提出價值創造策略，利用 Porter 的五力分析及外部環境PEST分析了解個案公司所處的競爭環境，並有系統分析產業中的機會與威脅。其次分析目前該銀行原有的商業模式及面對經營環境變化下創新的商業模式，並且評估其創新商業模式的適切性。

研究發現:H銀行原有財富管理商業模式其理財人員流動率較同業低，對高資產客戶而言，較不會充滿不確定性，理專均由內部轉任對既有客戶關係的維繫較為深耕，旦其產品及服務開創性不足，未能配合金融環境變化，適時提供符合顧客需求之商品及服務。因此H銀行可改變舊有的商業模式，開創新的商業模式：包括財富管理層級提升至公司事業群、調整為企金及財管業務並重的銀行、前台4個事業群及後台3個管理群相互合作、理專和協銷人員交流建立學習型組織、提升管理資訊系統、瞄準大陸市場和國外市場、聚焦信託服務、行動銀行APP及設計新的績效管理獎勵制度等創新商業模式，使公司營運更有競爭力。

關鍵字

8十商業模式 ； 金保法 ； 財富管理

並列摘要

The 2011 report of Central Bank of Republic of China indicates that the spread of ratio of the loan to deposit is about 1.41%. The financial environment sustains at the low interest rate for quite a while. With the arrival of the meager profit age, the bank needs to adjust its strategy of the direction for the business management. The wealth management business which brings the income from handling charges and does not need to prepare for the uncollectible accounts becomes the focus of the domestic bank business. This article analyzes the domestic bank wealth management business and the market structures from the sample of the H bank.

The H bank is a Taiwan large commercial bank which was established in Taipei in 1919. It is the first domestic bank that is a financial holding company. In respect of the wealth management business, First Commercial Bank, Hua Nan Commercial Bank and Chang Hwa Commercial Bank are in the leading position. The direction of wealth management business is different from the rest: the differentiation strategy.

The study in this article focuses on a single case to discuss the business model and is based 8+business model theory from Professor, Han-tan Jeng, to analyze how create a valuable strategy with the current change of the business (for example, Financial Consumer Protection Act which was executed on December 30, 2011, effecting on the wealth management business). I utilize Porter five force analysis and external environmental PEST analysis to understand the company’s competitive environment and systematically analyze its business opportunities and threats. Secondly, I analyze the banks original business model and its new model due to the change of the environment and furthermore, evaluate the adequacy of its new business model.

From the study, we realize that the H bank had a lower turnover rate of personnel with the original wealth management business model. The high asset clients felt more secured. Financial advisors were promoted from the inner staff and had deep relationship with the clients. However, the varieties of the financial products and services were not enough to accommodate with the changing of the financial environment to provide the right demand of the clients. Therefore, the H bank starts to change its old business model to some new one, including escalating the wealth management level to the company business group, leveraging wealth management business with enterprise finance business, cooperating the four frontal business groups with three backstage management groups, establishing the interaction between finance advisors and sales assistants to form the learning organization, updating the data management system, focusing on markets in China and overseas and trust services, and creating App banks and new system for performance management…etc. to make the bank more competitive.

並列關鍵字

8+business model ； Financial Consumer Protection Act ； wealth management

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