台灣證券業財富管理信託業務之行銷策略─以G證券公司為例

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題名:	台灣證券業財富管理信託業務之行銷策略─以G證券公司為例
作者:	林惠靜;Lin,Hui-chin
貢獻者:	高階主管企管碩士班
關鍵詞:	證券業;財富管理;SWOT分析;行銷策略;securities industry;wealth management;SWOT analysis;marketing strategies
日期:	2013-06-07
上傳時間:	2013-07-10 12:02:30 (UTC+8)
出版者:	國立中央大學
摘要:	本研究整理相關文獻，針對台灣證券業發展財富管理業務的概況進行歸納與分析。其次，本研究以個案G證券公司推動財富管理業務的必要性進行分析，並以SWOT分析深入探討個案公司的優、劣勢、機會與威脅，從而研擬其行銷策略。本研究結果顯示，證券業早已步入成熟期，同業間惡性競爭，使得傳統經紀業務的台股證期權業務已無利潤，證券商為求經營創新業務必須轉型經營財富管理信託業務，以期達到提高營收。本研究經訪談個案公司財富管理之發展方向，針對政府提出二項建議：一、加速開放指定集合金錢信託與有價證券信託保管業務。二、加速開放財富管理業務人員得兼任受託買賣業務員。對個案公司提出三項建議：一、人民幣計價商品-配合政府國人理財平台政策。二、大中華三大股票交易所成型與境外ETF成為投資人重要投資工具。三、財富管理信託業務將會成為證券商的重點業務。回顧台灣證券業過去二、三十年的盛衰，由過去三度創造萬點以上的多頭行情，證券業蓬勃發展，市場一片榮景，至近年來全球經濟環境不佳，投資人保守因應，市場急凍量縮，銷售業績連續下滑，市場盛況不再。在競爭壓力下，單純的經紀收入幾無獲利可言，早已嚴重偏離傳統經營模式，這也說明台灣證券業的經營已出現關鍵的轉型期，業務範圍也極需重新定位。故將本研究主題聚焦於「證券業經營財富管理業務」分析，針對證券業進行分析，選擇國內某證券公司做為個案分析對象，針對證券業推動財富管理業務的優、劣勢、機會與威脅進行研究，並深入探討證券公司如何經營財富管理業務，並找出未來可行的創新策略及建議方向。探討相關因應方案與創新策略，期能拋磚引玉，提供建議與貢獻，帶動證券業共同致力於提高客戶投資報酬率與提升服務品質，朝更成熟的階段邁進。 This research analyzes the development of wealth management business in Taiwan’s securities industry based on information collected from relevant literature. The necessity of launching wealth management business in a securities company, taken as the case study in this research, is investigated. A SWOT analysis is conducted to examine the case company’s strengths, weaknesses, opportunities, and threats, followed by a discussion of the company’s marketing strategies. The research results indicate that the securities industry has reached its maturity. Offering Taiwan stock futures and options services, or traditional brokerage businesses, earns little profit as a result of vicious competition in the same industry. Securities companies must engage in trust and wealth management business in hope to develop innovative business and increase revenues. Following an interview with the case company in discussing the company’s development of wealth management business, two recommendations are provided for the government: (1) The business of safeguarding designated money trust managed collectively and negotiable securities trust should be approved, and (2) Wealth managers who also engage in consigned trading business should be approved. Three recommendations are offered to the case company: (1) Renminbi-priced goods should be in accordance with the government’s wealth management platform, (2) The three biggest stock exchanges in Greater China and offshore ETFs have become investors’ important investment tool, and (3) The trust and wealth management business will be a focus in the securities industry. The past two or three decades saw a bull market at over 10,000 for three times with the securities market growing at a record pace. Yet the recent years’ economic downturn has made investors conservative and the market shrinkage has led to weaker sales performance. Given that the pure brokerage business is marginally profitable, Taiwan’s securities industry has come to a transition period when business scope should be redefined. Thus this research focuses on an analysis of “operating wealth management business in the securities industry”. A securities company in Taiwan is taken as a case study along with an investigation of its strengths, weaknesses, opportunities, and threats when launching wealth management services. How a securities company operates wealth management business is examined as possible innovative strategies and recommendations are provided. It is hoped that the recommendations and contributions of this research may increase clients’ return on investment and enhance service quality in the securities industry.
顯示於類別:	[高階主管企管（EMBA）碩士班] 博碩士論文

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