近年以來台灣經濟及金融市場面臨變革，以往台灣過去金融法制規範屬於分業經營，今在金融控股法案通過並正式實行後，從此金融業可跨業經營，金控業者可在法律鬆綁下同時營保險、銀行、證券、投信、投顧、期貨業等發揮其綜效，為了增加金融體系經營能力，綜合性的財富管理服務成為必然之趨勢。處在如此競爭之環境，如何穩固銀行財富管理市場之市佔率及創造更多之營收利益，儼然成為各銀行之首要目標。 本文旨在針對個案銀行發展財富管理業務進行個案分析，利用平衡計分卡之架構，透過財務、顧客、內部流程與成長學習等四個構面，探索個案銀行發展財富管理業務之願景，策略與價值所在。 本研究發現個案銀行發展財富管理業務過程中在願景之引導下策略定位得宜，該績效表現在穩定增加之跨售金額上。個案銀行在財富管理業務發展雖較其他銀行晚，但近年之表現卻能後來居上，而未來發展之重點亦將繼續以創新流程與建立智慧資本作為發展財富管理業務之重點，以維持其競爭優勢。 Taiwan’s economic and financial markets have experienced dramatic changes in recent years. Before the enactment of the Financial Holding Company Law, the financial industries were not allowed to operate their businesses across different industries. After the removal of legal restrictions, financial holding companies are able to have insurance, banking, securities, investment trust, investment consulting and futures operations to utilize synergies. In order to enhance the management abilities of the financial system, providing universal wealth management services will be an inevitable trend. Amid the fierce competition, how to retain the market share of wealth management and to create more revenues has become the primary goals of bank holding companies. This research intends to undertake a case analysis of the development of wealth management by a bank. Under the framework of balanced scorecards, the four aspects of finance, customer, internal procedure and growth learning are utilized to explore the prospect, strategy and value of the subject bank. The research results show that the subject bank has appropriate strategic positioning in accordance with the guidance underpinning the prospect in the development of wealth management. The performance thereof has manifested in the steady increase of the volume of cross-selling. Although the subject bank was a late entrant in wealth management business, it has outperformed other banks in recent years. Its future development will continually concentrate on innovative processes and create intelligence assets as focal points for developing wealth management so as to maintain its competitive advantages.
