| 摘要: | 隨著全球經濟穩定成長及高資產客群的快速擴張，財富管理業務已成為銀行提升營運效益及建立長期客戶關係之核心戰略之一。根據波士頓顧問公司（BCG）2023年發布之報告指出，全球可投資資產正以每年約6%的速度穩定成長，而台灣高資產族群亦呈現顯著上升趨勢，顯示市場潛力龐大。本研究以「財富管理業務發展之研究－以Y銀行為例」為主題，探討客戶對財富管理的實際需求與期望，並分析銀行在現行策略中所面臨的挑戰與改善空間。
本研究採用質性研究法，透過半結構式深度訪談20位Y銀行的既有高資產與理財客戶，了解其投資行為、產品偏好、服務需求及對銀行財富管理的滿意度。研究結果發現，多數客戶對於資產配置、風險管理、財富傳承及稅務規劃等方面皆有高度期待，但亦指出目前銀行在數位服務整合、產品多樣性、理專專業性與品牌形象等層面尚待加強。研究同時指出，專屬顧問制、整合型財富管理架構與差異化服務策略為提升競爭力的關鍵要素。
本研究結果除可作為Y銀行制定財富管理優化策略之依據外，亦對台灣整體金融業在高淨值客群經營、人才培訓、數位轉型與永續財管發展等面向提供實務參考。未來研究可進一步擴大樣本範圍，或加入量化調查，強化結果的普遍性與應用性。
;With the steady growth of the global economy and the rapid expansion of high-net-worth individuals (HNWIs), wealth management has become a core strategic focus for banks aiming to enhance operational efficiency and foster long-term client relationships. According to the 2023 Global Wealth Report published by Boston Consulting Group (BCG), global investable assets have been growing at an annual rate of approximately 6%. In Taiwan, the high-net-worth population has also shown a significant upward trend, indicating tremendous market potential. This study, titled “A Study on the Development of Wealth Management Business: A Case Study of Y Bank,” investigates clients’ actual needs and expectations regarding wealth management and analyzes the challenges and areas for improvement in the bank′s current strategies.
This research adopts a qualitative approach by conducting semi-structured in-depth interviews with 20 existing high-net-worth and investment clients of Y Bank. The study explores their investment behavior, product preferences, service expectations, and satisfaction with the bank′s wealth management services. The findings reveal that most clients have high expectations regarding asset allocation, risk control, wealth transfer, and tax planning. However, several areas for improvement were identified, including digital service integration, product diversity, financial advisor professionalism, and brand positioning. The study further highlights that implementing dedicated advisory models, integrated wealth management structures, and differentiated service strategies are critical to enhancing competitiveness.
The results of this study not only provide a strategic reference for Y Bank to optimize its wealth management services but also offer practical insights for Taiwan’s broader financial industry in areas such as high-net-worth client engagement, talent development, digital transformation, and sustainable wealth management. Future research may consider expanding the sample size or incorporating quantitative analysis to enhance the generalizability and applicability of the findings. |
