| 摘要: | 財富管理業務，源自十七世紀之英國，彼時稱為私人銀行業務，而後大興於二次世界大戰的中立國瑞士，發展出一套服務高資產客戶的銀行經營模式。
近年由於全球財富的累積，金融業者也為擴展業務，服務新興之富裕客層，以滿足渠等理財規劃、投資、稅務之金融需求，乃成就「財富管理」一詞為通用語彙，並衍生相關金融服務與商品。
台灣自1991年開放新銀行設立，由於過度競爭，銀行間彼此削價爭取業務，造成傳統之存放款利差減少，獲利驟減，故以手續費收入為主之財富管理業務，乃迅速成為國內銀行爭相爭取承作之業務，以增加收益，改善銀行財務結構。
本研究採樣中國信託銀行與台灣花旗銀行作個案分析，前者為國內市佔率第一之財富管理銀行，後者為本項業務之先驅與導入者，以探討其在財富管理業務上之競爭優勢，及採行之經營策略，以供其他同業參酌。
本研究之重要結論如下：
1.原以管理資產（AUM）規模之經營模式，將轉變為客戶需求導向的服務策略，以提升客戶終身價值（CLV）為依歸之經營手法。
2.財富管理業務需專注客製化、專業化及差異化的客戶服務。
3.客戶關係維護，舊戶升等，吸收新戶為現階段經營財富管理業務客群之主軸,三者不可偏廢。
;Wealth management services were originated from the UK at the 17th Century, and it was called as "private banking " at that time. It was greatly prospered after the World War II at the neutral country- Switzerland, where developed a bank business model to provide a set of services for high net worth individuals.
Due to the global wealth accumulation in recently years, and banking industry wished to expand business to provide services for newly risen wealth customers, in order to satisfied their wealth management, investigation and tax organization, "wealth management services" become a common term and derived many related financial service products.
Since 1991, Taiwan government open for establishing new banks, the competition of banking industry became very high. Cutting price to gain business among banks resulting the margin for administering traditional deposits and lending is getting narrower and reduce profits. Therefore, charging service fee's wealth management services quickly became local banks' best favorite business, which could increase profit and improve financial structural of the bank.
For the purpose of understanding wealth management service's strength and its operating strategies, this study used Chinatrust commercial bank and Citi Bank as samples for cases analysis. The former one has the biggest Taiwan market share rate in terms of wealth management business, and the later one is the pioneer and leader of this service.
Through this study, we would like to understand their competitive advantages of wealth management business strategy, we hope this document may provide a reference guide to peers for those who in the banking industry.
This study's important findings are:
(1) The past (AUM) business model would change to become customers needs oriented service style.
(2) Wealth management services have to focus on customer tailor-made , professionalism and differentiation.
(3) Keeping relationships with customers, migration of old customers and acquisition of new customers, are main strategies for operating wealth management services currently |
