證券商經營財富管理業務影響理財專員產品銷售績效之探討-以A證券為例

Exploring the role of financial advisors for wealth management sales performance:

林柏志(Po- Chih Lin)

指導教授 ： 李家瑩

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2015年)

摘要

近年來財富管理業務興起，各金融機構卯足全力成立財富管理部門，禮聘各界菁英衝刺財富管理業務。然而財富管理銷售績效要做得好的關鍵因素何在？要找對的理財專員？發展創新商品？要怎樣做好內部行銷？要如何維護員工關係？或推出各種促銷方案？
本研究以本國A證券經營財富管理事業群之全省理財專員為對象，藉由問卷訪問方式，分別從理財專員人格特質、內部行銷、員工關係及績效等構面來探討財富管理業務之銷售績效。利用Smart PLS套裝軟體作廻歸分析，研究結果發現，財富管理部門提供理財專員銷售獎勵辦法對績效影響較顯著，然而有效訓練、溝通、與員工關係對績效則沒有顯著影響。
本研究除了拋磚引玉研究金融商品銷售績效考量的因素之外，亦建議同業進一步研究，如何將金融商品銷售績效極大化，並將研究結果供業界參考。

關鍵字

財富管理 ； 理財專員人格特質 ； 內部行銷 ； 員工關係 ； 績效

並列摘要

With the rise of the wealth management in recent years, the financial institutions make their efforts to establish a new division or centers and built up a new team to develop this business. However, what are the key factors to enhance wealth management sales performance? Finding a suitable financial advisor? Developing innovative products? Implementing internal marketing? Maintaining employee relations? Or introducing a variety of promotional programs for the products?

By using finical advisors in one famous securities firm as the sampling target, this study explores the interrelationship among personality traits of financial advisor, internal marketing, employee relationships, and their performance. Data were collected by questionnaire survey and analyzed by the software Smart PLS. The findings show that personality traits and sales incentives significant impact on sales performance. However, effective training, communication, and employee relations do not have significant impacts on sales performance.

In addition to discuss factors that enhance products sales performance, this study provides suggestions and managerial implications for securities firms. The findings of this study are expected to benefit securities firmswhen buildingthe wealthmanagementbusinessmodel.

並列關鍵字

Wealth Management ； Personality Traits of Financial Advisors ； Internal Marketing ； Employee Relationship ； Sales Performance

參考文獻

林如萍(2010)，主從人格特質之適配度與員工績效關係之個案研究。

劉平青、趙雪雲、李靜(2012)，內部行銷對新員工留任意願的影響—以員工關係

陳靜怡(2012)，員工組織關係、組織承諾和員工績效間關係之研究─以心理契約

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