| dc.description.abstract | ABSTRACT
As the market changes, the financial market was also evolving, and it was more effective in providing better services to customers and bringing greater benefits, meanwhile, it also highlights the need for financial management. In addition, with the growth of high-asset groups, wealth management had also become one of the main sources of revenue for the banking industry. Furthermore, it had also attracted more foreign banks to set up strongholds in Taiwan. High-asset groups had become an indispensable objects for banks to pursue. In the study, the in-depth interview method was used, and the interviewees were divided into three groups and classified; the personal total assets of the first group was more than NT$ 30 million, the second group was between NT$ 10 million and NT$ 30 million, and the third group was between NT$ 3 million and NT$ 10 million, respectively. There are 2 persons in each sample, and a total of 6 interviewers. From the five aspects of brand rights, hardware and software equipment, financial management personnel, financial products, and fee discounts, we will conduct an analysis of the factors regarding how wealth management customers choose banks. The study found that high-asset customer groups are more attached to the importance of the brand equity, and brand equity was often an indicator of the influence on brand sentiment and brand trust. The higher the level of high-asset customer group brand sentiment and brand trust, the more adherence to the brand. Secondly, in terms of hardware and software equipment, wealth management was becoming informational, and the core system was strengthened. The banking industry must provide better customer experiences, with faster core systems, to make the systems smoother. Financial management personnel, financial management specialists must use their professional skills to help customers configure assets and carry out diversified products risk controls in order to create wealth multipliers. In respect to wealth management, most of the wealth management products are mainly global stock-oriented investment commodities, corporate bonds, government bonds and stocks. Finally, in terms of fee discounts, if banks can provide high-asset customer groups with better returns on investment, high-asset customer groups will be willing to stay in the original banks to continue wealth management despite the fact that customers have to pay a management fee. The contribution of studying can be used as a reference for the banking industry to promote wealth management business for high-asset customer groups. | en_US |