| dc.description.abstract | In 2000, Taiwan entered in the financial micro-profit era, therefore all financial holding companies viewed the financial management business as profit-making sources of the entire company. In 2008, the world faced financial crisis and recentlythe European sovereign-debt crisis（ESDC）. All above events lead to worldwidely financial chaos and uncertainly economic prospect, which crushed a large number of investors confidence in Taiwan and also make them suffer from enormous financial losses. However, the financial management has unlimited potential in Taiwan, so all financial holding companies captured these oppotunities aggresively. According to「2011 Merrill Lynch Global Wealth Management」,the populations of High Net Worth Individuals increased to 94,000 and HNWI financial wealth reached to US$302 billion, and the total financial esteem in Taiwan exceeded to NT$50.77 trillion. However, the strategy of the financial management in Taiwan’s bank is similar, so how to build competitive advantages and make differentation stratrgies are very extremely cricical.
This paper is trying to analyze the clients of Citibank and HSBC bank who own asset under management NT$30 million. This paper divided to three prats including 50 characteristics in detail .By understanding customers’ needs and the satisfaction levels they considerd to each characteristics.Then it’s much easier to control certain and specific elements that consumers focused on.
This paper is trying to figure out what are the customers’ needs, and use them as competitive advantages. By doing so, the two banks can earn and increase perceived benefit. At the same time, this research is trying to find out unimportant characteristics as cost reduction. Therefore, under limited resource stituations, firm can earn the maximal profits by enhancing the competitive advantage and controlling the budget effectively.
After analyzing the results of the survey, it reveals that customers cared about performance-based salary proportion most. Therefore, we would like to improve the achievements inspection of financial advisor and strength the financial knowledge to upgrade FA ‘s quality. On the other hands, We can control and eliminate uncertain events by risk management to increase the customers’ satisfaction.Through this study,we try to figure out the innovative and specific plans and provide possible ways and hope this document provides a reference guide to peers for those who in the banking industry.
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