財富管理銀行經營策略之研究-以玉山銀行雲嘉區為例

台灣自1990年開放民營銀行設立以來，銀行業一直存在著Overbanking的現象，隨著2001年政府通過《金融控股公司法》，金控公司是一種金融跨業的經營模式，目的是讓金控公司透過金控架構，將各子公司（包括銀行、保險、證券等）的金融商品及客戶，進行整合經營及銷售，透過共同行銷發揮經營綜效，促進金融市場健全發展，而制定該法。但經過此一波的銀行整併，台灣金融機構的家數並未因金控公司的成立而使銀行家數下降(目前金融控股公司家數高達16家)，且加上產業因成本考量，紛紛將製造及部份銷售外移出去，台灣多僅為研發及總管理處的定位，因而在台灣本土市場漸漸萎縮下，金融機構為求獲利及市占，多以殺價來競爭，因而造成利差縮小。金融海嘯發生以來，改變了企業的獲利模式。以銀行為例，從利差逐漸縮小到已經影響長期以來銀行主要的獲利模式，單純擴大存放規模就能獲利的時代已經過去了，如何在利差競爭的紅海泥沼中脫穎而出，關鍵密碼就在「整合」。本文擬以財富管理為出發，並以個案進行分析，分別說明如何提升金融控股公司的收益，探討如何運用金融控股公司的整合行銷服務，提供客戶最適的產品組合，並可降低擴大利差及提升經營績效，這是台灣金融服務業持續發展及具備競爭力所必須思考及面對的議題。

關鍵字

整合行銷；經營策略；財富管理

並列摘要

Since 1990, in Taiwan, the government opened the establishment of private banks, thus resulting in banking sector has a phenomenon always that existed overbanking, in 2001 with the government through the "Financial Holding Company Act", the financial holding company is a financial business model across the industry, his aim is to make the financial holding companies to integrate business and sales through financial holding structure, so that various subsidiaries (including banking, insurance, securities, etc.) through a common marketing practices to sell their clients the company's financial products, in such a way to play the comprehensive operating results, and promote a sound development of the financial markets, thus formulated the Act. But after a wave of consolidation in banking, the number of Taiwan's financial institutions did not due to the establishment of the financial holding company and to reduce the number of banks (number of financial holding companies currently up to 16), and coupled with cost considerations, many industries one after another migrated their manufacturing and sales departments, in Taiwan almost as a location only for research and development and the Head Office. Since the Taiwanese market gradually shrinking, the institutions for the sake of profit and the market share, often to compete with bargain such resulting in spread compression. Since the financial tsunami that changed the company's revenue model. In banking sector, for example, from shrinking interest margins it has affected the banking has long been the main profit model, simply expand the size of the deposit and lending can be profitable is gone, how to stand out in the competition of interest rate spread in the Red Sea morass? The key password is "the integration." This paper is intended to that wealth management as a starting, and to conduct the case study, to illustrate how to improve the financial holding company's earnings, to investigate how to use financial holding companies integrated marketing services, providing customers with the optimal product portfolios, to reduce interest rate spread expanding and enhancing business performance, this is an issue for sustainable development of Taiwan's financial services sector and whether be competitive we must to think and to face.