兩岸三地共同基金電子商務平台發展
基金公司個案研究

本研究透過資料蒐集、交叉比對及系統化分析，研究兩岸三地共同基金電子商務平台發展。發現不論是台灣、香港、大陸的發展軌跡雷同：「初期注重金流配合」、「中期重視開戶及銷售」、「近期跨平台競爭激烈」，具有可複製性，可為後進者參考。其發展軌跡也有差異點，主要是受到當地市場電商環境成熟度及法規開放程度所影響。本研究彙整兩岸三地基金平台經營策略，從銷售工具、網站功能、行動裝置的搭配、及網站特別功能等四個面向進行比較，發現各有其強項，台灣對客戶的掌握度較高，行銷溝通方式、數據分析及銷售策略各方面較有經驗；香港則國際化程度較高，一舉一動在業界及集團中受到注目與報導；中國大陸則是集體觸網，全面擁抱電商，相繼推出各種新功能，持續探索電商的無限可能性。透過本研究的成果，一方面可做為個案公司盤點以往發展歷程，策劃未來下一步走向的參考，更進一步希望兩岸三地各自發展的基金電子商務平台經驗能互為利用，有助於提昇整體基金產業的競爭力。透過電子商務平台銷售基金與傳統通路相比，費用率低、周轉率也低，對基金管理公司來說，很有利基。本研究有以下幾點建議：一、電商是趨勢，公司高層應有決心。二、基金電商平台先行者具備優勢，有志者應搶得先機。三、基金電商發展軌跡具可複製性，宜善用專業人才。四、基金電商平台發展要配合當地特性，宜因案制宜。五、電商平台的銷售策略，應與各銷售通路分進合擊。

關鍵字

共同基金；電子商務；兩岸三地；第三方基金銷售平台

並列摘要

In order to study the developments of Mutual Funds eCommerce platform in Greater China, data collection, cross-comparison and systematic analysis are utilized. Based on the fund company case study among Taiwan, Hong Kong and mainland China, the similarities of the development paths are identified. These are "focus on cash flow support in the initial phase", "emphasis on accounts open and sales growth in the medium-term phase", and "compete with cross-platform severely in the recent phase". These similarities can be copied and referred by the followers to avoid reinventing the wheel. The different points of development paths are mentioned as well. They are mainly affected by the maturity of eCommerce environment and openness of regulatory system of the local market in question. This study also summarizes the business strategy of fund platform in Taiwan, Hong Kong and Mainland. Through the comparison in four aspects which are sales tools, the site features, mobile devices support, and web special functions, respective strengths of each platform are addressed. Taiwan platform is better in mastering customer behaviors. That is because it is more experience in all aspects such as marketing communication, data analysis and marketing strategies. With the higher degree of internationalization, Hong Kong platform provides bilingual websites, and therefore, every move attracts more attention and coverage in the industry and the Group. For the Mainland platform, ascribing to the tidal wave of overall internet, it embraces eCommerce completely. A variety of new features are released continuously with the ambition to explore the infinite possibilities of eCommerce. The research outcomes, on the one hand, can be utilized by the fund house company in question to draft the next phase development plan because the past development path has been systematically collected and analyzed. On the other hand, the experience learned from Taiwan, Hong Kong and Mainland can be shared among others, further contributing to the overall competitiveness of the fund industry. Following suggestions are raised: First, eCommerce is the trend, and company executives should be determined. Second, the advantage of first mover is obvious in regard to the fund eCommerce platform development, and those who are interested should seize the initiative. Third, the fund eCommerce platform development path can be copied, and professionals should be recognized. Fourth, the fund eCommerce platform development should be in line with the local context. Fifth, the marketing strategies of the fund eCommerce platform should cooperate with other sales channels.

並列關鍵字

Mutual Funds ； eCommerce ； Greater China ； Third-Party Fund Sales Platform

參考文獻

Cerulli, 2015. Cerulli Benchmarking Report 2015. Asian Distribution Dynamics. Cerulli Associates.

Google Scholar

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