銀行財富管理業務策略分析-以花旗台灣(商業)銀行為例

Strategic analysis for Wealth Management -Case Study for Citibank Taiwan

朱傅萍(FU-PING CHU)

指導教授 ： 林哲群 ； 呂桔誠

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2013年)

摘要

據美林全球財富管理與凱捷最新發佈的2011年《亞太區財富報告》顯示，2010年亞太區“富裕人士”數量增加9.7%至330萬人，首次超越歐洲，使該區成為全球第二大富裕人士市場，僅次於北美。所謂富裕人士，是指至少有100萬美元可供其用於投資的人士，可投資財富不包括主要住房、收藏品、消費品和耐用消費品。報告指出，2011年亞太區富裕人士數量增加了1.6%，為全球增長率的兩倍，使區內富裕人士數量增至337萬人，首次超越了北美。其中，中國內地地區的富裕人士達到56.2萬人。在亞太地區,台灣的經濟實力是有目共睹的,台灣的金融市場是花旗銀行在亞太地區的重點佈局,更是前進大中華區的先驅,國人儲蓄率高加上近年來存款利率一路下修,財富的增值與抗通膨的壓力已使財富管理市場的需求遽增。
金融海嘯之後銀行存放款利差逐漸縮小，企業的投資意願下降，銀行為提高營業收入，必須順應市場的需求，以客戶需求為導向，紛紛成立專業的財富管理部門，在花旗銀行服務多年，歷經分行財富管理部門多年，見證花旗銀行在台灣的成長與成功，將花旗銀行相關的資訊整合成研究報告。

關鍵字

花旗(台灣)商業銀行 ； 財富管理 ； 高淨值客戶

並列摘要

According to Merrill Lynch Global Wealth Management latest release of 2011, "Asia-Pacific Wealth Report" shows that in 2010 the Asia-Pacific region "rich person" increased by 9.7% to 330 million,
the first time beyond Europe, to make the area become the world's second largest HNWI market after North America. The so-called wealthy individuals, is at least $ 1 million available to invest in its people, may be invested wealth excluding primary housing, collectibles, consumables and consumer durables. Report notes that in 2011 the number of Asia-Pacific HNWIs increased by 1.6 percent, twice the global growth, making the region the number increased to 337 million HNWIs, for the first time beyond North America. Among them, the Chinese mainland region reached 56.2 million HNWIs. In Asia Pacific, Taiwan's economic strength is obvious, Citibank Taiwan's financial markets in the Asia Pacific region is the focus of the layout, it is a pioneer in advancing the Greater China region, coupled with high savings rate in recent years, people all the way under the revised deposit rates, wealth value-added and anti-inflationary pressures have made dramatic increase in the demand for wealth management market.
After the financial tsunami , spreads were shrinking between bank deposits and loans rate, business investment will decline. In order to increase revenue, Banks must adapt to market demand and customer demand-oriented, have established a professional wealth management department .I am working at Branch wealth management department for many years in Citibank , and be a witness to the growth and success in Citibank Taiwan, related information will be integrated into Citibank research report.
Therefore, this study was to investigate the development of Taiwan's wealth management business strategy and the successful experience of Citibank in Taiwan , recommended to the future of Taiwan's financial markets.

並列關鍵字

Citibank Taiwan ； Wealth management ； High net worth clients

參考文獻

2.廖達德，(2009) ，台灣金融控股公司經營績效之研究，國立政治大學經營管

11.許士軍，（1990），管理學，東華書局。

6.張素菱，(2007)，「財富管理產業之實務探討」，國立中央大學財金系碩士在職專班碩士論文。

7.譚克明，(2010)，金融海嘯後的台灣銀行業財富管理業務發展，國立政治大學經營管理碩士學程系所碩士論文。

5.尹志龍，(2007)，銀行財富管理導入理財規劃之銷售管理研究，國立政治大學經營管理碩士學程系所碩士論文。