行政院金融監督管理委員會於2009年9月28日通過證券商兼營信託,使證券商得以信託方式辦理財富管理業務,讓證券商得透過信託方式完成客戶之資產配置。本研究旨在探討證券商以信託方式辦理財富管理業務應採行之策略以提升其競爭力,故以五力分析、SWOT分析證券商辦理財富管理業務之競爭力,同時為提高準確性,本研究以已取得以信託方式辦理財富管理業務之證券商高階主管為問卷訪談對象,利用非結構性開放式訪談結果予以探討。研究結果如下: ㄧ、證券商應利用其經營模式之彈性、商品設計與包裝能力,以資產配置之概念經營客戶,累積客戶管理資產。 二、證券商以信託方式經營財富管理業務時首重客戶分群經營管理,並發展符合證券商屬性之客戶關係管理系統。 三、證券商之定價策略建立差異化服務收費概念,依照客戶自主性高低與交易平台給予差異定價,建立證券商之服務價值。 四、證券商辦理財富管理業務應著重於人力資源之佈局、養成與運用,除了延攬銀行具經驗之業務人員外,同時應培養現有業務人員轉型與輔導中後台人員加入,佈建出屬於證券商、滿足證券商客戶之財富管理業務模式。
The study is to exam securities companies should take what trust-type wealth management strategies to enhance its competitiveness and take the Porter five force model, SWOT and questionnaire interview to analyze the results. The results as follows, 1. Securities companies should take good use of its advantages in its flexible business model, product design and structuring to accumulate asset under management. 2. Securities companies should focus on client classification and develop its own client relationship management system. 3. Securities companies should take pricing differentiation for client service requirements, and build up securities companies’ value. 4. Securities companies should not only hire sales from banks, but also train securities sales to be financial consultants to organize their specific wealth management business model.