摘要 我國財富管理業務市場的需求隨著近年來個人財富之成長而增加，在銀行為獲取長期手續費收入的目標下，財富管理市場已成為銀行業的必爭之地。理財專員在財富管理市場中擔任重要的角色，不僅要為客戶做好理財規劃，同時亦要達成銀行交付的使命。但在激烈競爭的金融環境中，理財專員如何超額達成業績目標？如何處理高業績壓力下的倫理困境？ 本文主要透過各銀行財富管理「業績目標制定辦法」中，了解影響理財專員為達到個人業績目標和客戶關係維護的兩難局面的因素，同時探討理專在面對高業績壓力下所陷入的倫理困境以及在面臨利益衝突時，對理財客戶所建議之投資方案。 本文針對結論提出實務上的建議，企盼作為銀行財富管理訂定推行理財專員政策時的參考。 ABSTRACT The rapid growth of personal income in recent years increases the demand for wealth management. Banks compete in the market for wealth management market to get a share of the lucrative management fees. Financial consultants play a crucial role in this field. They need to provide satisfactory service in wealth management to their customers, as well as to achieve the profit targets set by the banks Through a survey of financial consultants’ performance appraisal standards, this study tries to find out the reasons why financial consultants fall into the ethical dilemma where they often find it hard to balance business targets and customer benefits. Then we will continue to discuss how financial consultants should advise their customers while they are facing such pressure. The findings of this study hopefully can serve as a practical reference to banks in their policy in this field.
