金控公司財富管理經營策略--以玉山金控為例

Wealth Management Business Strategies In Financial Holding Company：A Case of E.SUN FHC

黃雅玲(Huang Ya-Ling)

指導教授 ： 鎮明常

國立中正大學/管理學院/企業管理學系/碩士(2014年)

摘要

近幾十年來，台灣政府積極的推動金融國際化與自由化，讓整個金融業的經營環境丕變，然而政府為了提高其競爭力，於2001年金控法成立，強調希望能夠「一次購足（one stop shopping）」，發揮經營綜效，促進金融產業並提升國際競爭力。於面對金融環境的快速變遷與同業的激烈競爭，台灣的本土銀行不得不以更為宏觀的思維調整財富管理業務之經營策略，並且積極的面對未來的挑戰，以提高自身的經營績效及競爭力。
本研究藉由個案分析探討玉山金控之財富管理經營績效、成功關鍵因素之內容與過程、如何積極面對挑戰與未來經營發展策略，並對財富管理部門等相關人員進行深度訪談，經分析歸納主要結論如下：
一、玉山金控擁有優良的企業文化、品牌形象及執行力超強的團隊，有助於財富管理經營策略的推動。
二、玉山金控信用評等好，分行據點遍佈全台，具有通路為王的優勢，可充分運用金控集團現有的產品線，建立本身品牌優勢，全力擴展財富管理業務。
三、玉山銀行如何增加顧客於金控集團所購買的產品數量與提升顧客的往來貢獻度，是身為玉山金控主體公司所需扮演的策略性角色。
四、面對金融環境遽變，玉山金控如何經由學習成長構面與內部流程構面之改善，以迎接財富管理若要大躍進目前所面臨的挑戰，此亦應是目前許多金融同業積極進行內部業務整合的重點。
五、面對國內外經濟浪潮一波波，玉山金控掌握此波浪潮，發揮現有通路之優勢，積極規劃整合性的資訊平台與機制，以循序漸進的腳步面對未來財富管理業務的展望，是確保金控成功轉型的關鍵。

關鍵字：金融控股公司、經營策略

關鍵字

財富管理

並列摘要

ABSTRACT
In recent decades, Taiwan government has been actively promoting financial internationalization and liberalization which makes the whole financial industry environment changed drastically. The government, in order to improve the competitiveness, legislating the financial holding company incorporated in 2001. This is to emphasize the "one stop shopping" operating synergies and promoting and enhancing our international competitiveness of the financial industry. Facing the rapidly changing financial environment and intensive competition in the industry, Taiwan's domestic banks have had to adjust their business strategies with a more macro perspective. Furthermore, with no fear of global competition , they improve their performance and competitiveness.
Cases studied in this report are the analysis of E-SUN control of management performance , the content of critical factors of the success and the process leading to success. Also, how the bank challenge future developments, and how they make sufficient managing policy are included. By interviewing E-SUN stuffs thoroughly ,we summarize the conclusions as follows：

A：E-SUN control has an excellent corporate culture, brand image and great execution of their “super team”, all of theses help business strategy go smoothly.

B：E-SUN controlled credit rating has good reputations, branches locating all over Taiwan. The advantages of a complete product line could expand their business successfully.

C：The increasing of customers and the amount of their purchasing of products, the enhancing of the customers contribution play the important roles in E-SUN Bank’s good achievements.

D：Despite of the significant changing in financial industry, E-SUN control learns to improve their inner and outer running to survive. Their precious experiences could be seen as other banks’ model.

E：Instead of beaten up by the domestic and foreign economical waves, E-SUN bank firmly in control of the waves !The bank brings their branches advantages into full play, re-plans and integrates information network system to develop in a stable way, these actions of management exactly are the critical factors of the successful transition.

Keywords：Financial Holing Company，Business Strategy，Wealth Management

並列關鍵字

Wealth Management

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