| 摘要: | 中國大陸自從改革開放以來，隨著個人持有可投資資產總體規模逐年增長，高資產族群對抵抗通貨膨脹的投資需求也日益增加，原本銀行賴以維生的存貸款利差逐年縮小，財富管理業務逐漸取而代之成爲商業銀行主要獲利來源，中國大陸財富管理市場也成爲各家銀行積極拓展的兵家必爭之地。中國大陸銀行財富管理市場起步較慢，早期個人理財主要還是銀行理財產品和公募基金的銷售爲主，但經歷2008年金融海嘯後，中國人民銀行對資產管理業務的鬆綁，使得銀行金融商品種類大量增加、投資方式更多元化，財富管理市場進入快速發展時期。
本研究主要探討個案銀行如何在同業與外部金融機構的競爭壓力下，突顯優勢、改善劣勢，增強拓展財富管理客戶的實力。本研究使用質性研究的深度訪談法進行分析，透過品牌知名度、數位金融、理財人員專業度、理財產品面與顧客滿意度等五個研究構面，探討財富管理客戶選擇銀行的主要因素。
本研究發現高資產客戶相當重視品牌形象，對品牌價值有高度的認同感時，也加深客戶往來的黏著度。在數位金融面，顧客追求數位平台使用上的安全便利性、系統的穩定性，提供客戶最佳的體驗。理專要充分了解財富管理客戶的投資偏好及投資風險屬性，針對不同客戶進行專屬投資建議，達到投資風險管控及資產增值的最大效益。理財產品面，銀行應專注理財商品創新研發，提供顧客彈性多樣化的選擇。最後是顧客滿意度方面，銀行除了幫財富管理客戶管理資產及創造財富，透過舉辦客戶關懷活動以及客製化增值服務，提高顧客的歸屬感及信任度。本研究可做爲台資商業銀行在中國拓展財富管理客戶上的參考。;Since the reform and opening up of mainland in China, with the overall scale of investable assets held by individuals growing year by year, the demand for inflation-resistant investments from groups with a large number of assets has also been increasing, and the deposit and loan spreads, on which banks originally rely for their livelihood, have been shrinking year by year. Wealth management business is gradually replacing commercial banks as a major source of profit, and the wealth management market in mainland China has become a battleground for expansion of all banks.
The wealth management market of banks in mainland China started slowly, and in the early days, the sale of personal wealth management products and publicly offered funds was still the main focus. However, after the financial tsunami in 2008, the People′s Bank of China loosened the restrictions on asset management business, which led to a large increase in the variety of bank financial products and more diversified investment methods, and the wealth management market entered a period of rapid development.
This study focuses on how banks in individual cases can highlight their strengths and improve their weaknesses to enhance their strengths in expanding wealth management customer base under the competitive pressure from peers and external financial institutions. This study uses the in-depth interview method of qualitative research to analyze the main factors of wealth management customers′ choice of bank through five research facets: brand awareness, digital finance, professionalism of financial managers, financial products and customer satisfaction. This study found that customers with a large number of assets attach great importance to brand image, and when they have a high sense of identification with brand values, it also deepens the loyalty of customers. In terms of digital finance, customers seek security and convenience in the use of digital platforms and system stability to provide the best customer experience. In terms of professionalism of financial managers, the bank should fully understand the investment preferences and investment risk attributes of wealth management customers, and make exclusive investment recommendations for different customers to achieve the maximum benefits of investment risk control and asset appreciation. In terms of financial products, banks should focus on the innovative research and development of financial products to provide customers with flexible and diversified choices. Lastly, in terms of customer satisfaction, banks should not only help wealth management customers to manage and preserve their assets and create wealth, but also organize customer care activities and customized value-added services to enhance customers′ sense of belonging and trust. This study can be used as a reference for commercial banks in expanding their wealth management customer base. |
