跨業金融財富管理的消費者行為之研究

Cross-industry financial wealth management behavior of consumers

李明倉(Ming-Tsang Lee)

指導教授 ： 謝俊宏

國立臺中科技大學/商管學群/事業經營研究所/碩士(2010年)

https://doi.org/10.6826/NUTC.2010.00028

摘要

中文摘要
過去銀行業最主要的獲利來源來自存、放款的利差。但是，近來銀行存、放款利差的降低使得商業銀行無法再仰賴高利差獲取營業利益。進而將獲利重心轉向消費金融，尋求另一個高利差的營業收益。因而促成跨業金融財富管理的誕生。跨業金融財富管理業務就在這樣一個背景下受到重視並逐漸發展。
財富管理已成為台灣金融業發展重點項目。所有金融機構應充分了解分析對手競爭生態，並思考台灣金融業在競爭態勢下，應採用何種競爭態勢策略。故本研究動機希望能在金融機構跨業整合盛行、財富管理成為金融業發展主流時。找出跨業金融財富管理的消費者行為，藉以提供探討市場上，跨業金融財富管理之成功策略規劃。
本研究將利用華德法、k-means分群演算法及變異數分析等研究方法來探討跨業金融財富管理的消費者行為問題。跨業金融財富管理樣本資料庫經由華德法分析出適合分成四個群聚。之後藉由k-means分群演算法找出消費者對於跨業金融財富管理的投資標的中，投資比例最高及或表現較好的標的物。再利用變異數分析檢定各個群集的投資標的是否有顯著差異。若有顯著差異則表示適合將其分群結果拿來當成跨業金融財富管理之消費者行為，反之，則表示不適合。
研究結果發現，跨業金融財富管理之消費者，最喜愛投資的投資標的為股票、基金、保險規劃與債卷。而外匯、信託、期貨、連動債與衍生性金融商品就比較不是那麼受消費者的歡迎。理財專員可以針對這個現象作為推銷跨業金融財富管理商品之參考依據。

關鍵字

跨業金融財富管理 ； 消費者行為 ； 變異數分析 ； k-means分群演算法

並列摘要

Abstract
Banking industry in the past been the main source of profit comes from deposits and lending interest differential. However, recent bank deposit and loan interest reduction makes the difference can no longer rely on commercial banks to obtain operating profit at high interest differential benefits. And then shift the focus will be consumer financial interest to seek another high interest bad business receipts. Thus contribute to the management of cross-industry financial wealth was born. Cross-industry financial wealth management business in such a context, and the progressive development of attention.
Wealth management has become a key project of Taiwan's financial industry. All financial institutions should fully understand the ecology of competitors, and think about Taiwan's financial industry in a competitive situation, the competitive landscape strategy should be adopted. Motivation of this study hope to cross-industry consolidation in the financial institutions prevailed, wealth management into the mainstream of the financial industry. Identify cross-industry management, consumer behavior, financial wealth, in order to explore the market to provide cross-industry, the success of the financial wealth management strategic planning.
This study will use China, Germany and France, k-means clustering algorithms and variance analysis was used to examine cross-industry financial wealth management consumer behavior.Samples of cross-industry database of financial wealth management through China, Germany and France divided into four clusters suitable for analysis. Followed by k-means clustering algorithm to identify cross-industry, consumer finance investments to wealth management, investment and the highest proportion or the better performance of the subject matter. Re-use analysis of variance test whether each cluster of significant differences in the underlying investment. If significant differences are that the results for its clustering brought as a cross-industry financial wealth management consumer behavior, the other hand, said they did not fit.
The results showed that cross-sector financial wealth management customers, the most favorite investment target for the stock investment, funds, insurance planning and bonds. Foreign exchange, trust, futures, linked debt and derivatives relatively not so welcomed by consumers.Financial Commissioner may sell for this phenomenon as a cross-industry financial reference for wealth management products.

並列關鍵字

cross-industry financial wealth management ； consumer behavior ； k-means clustering algorithm ； analysis of variance

參考文獻

Bhatia, A.. Customer relationship management. 1 ed., Toolbox portal for CRM ,1999

李桐豪，由美國金融服務業現代化法看我國的金融控股公司法，台灣金融財務季刊第二輯第二期，民國90 年。

鄭仰真，銀行業財富管理對顧客滿意度與顧客忠誠度之關聯性研究-以台南縣市中小企業主為例，碩士在職專班論文，民國93 年。

參考文獻

Baldwin, Jr., B.G.,”Wealth Management:The Financial Advisor’s Guide to Investing and Managing Client Assets”, Journal of theAmerican Society of CLU ＆ChFC, Vo1.51, No.4, Jul, p. 98,1977.