高績效理財專員之個人商業模式與職能基礎的探討-以KS銀行為研究對象

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姓名

張菀玲(Wan-Ling Chang) 查詢紙本館藏

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企業管理學系在職專班

論文名稱

高績效理財專員之個人商業模式與職能基礎的探討-以KS銀行為研究對象
(A Study on the Personal Business Model and Functional Basis of High Performance Finance Commissioner - Taking KS Bank as the Research Object)

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摘要(中)

摘要
高績效理財專員之個人商業模式與職能基礎的探討
－以KS銀行為研究對象
頁數： 74 頁
校所組別：國立中央大學企業管理學系在職碩士專班碩士論文
畢業時間及提要別：一百零五學年度第二學期碩士論文提要
研究生：張菀玲
指導教授：何應欽博士
論文摘要：
理財服務已佔金融服務非常重要的地位，且相較銀行的其他服務，理財專員的職能
高低佔銀行獲利之重要關鍵時，本文研究者卻發現鮮少研究探討理財專員，而探討理財
專員職能的論文更加微少。
本文研究者於KS 銀行任職，清楚地感受到其之所以能達成高經營績效，與其高競
爭力經營策略、高度彈性服務與理財專員高度教育訓練的知識及職能有密切的關係。而
如何發展及強化理財專員的職能使其個人商業模式能維持高度成效，為本論文欲探討的
重點，本研究希望透過商業模式的觀點，協助KS 銀行的高績效理財專員重新檢視自身
各項資源與優劣勢，藉以架構其個人商業模式畫布，並根據該個人商業模式畫布的各個
要素，協助KS 銀行的理財專員發展可行的職能策略，本研究採用個案研究法進行研究
分析，並以七位KS 銀行的高績效理財專員為個案研究對象，採用個人商業模式畫布
(personal business model canvas) 觀點，經由深度訪談、資料蒐集與歸納整理，架構出七
位受訪者的個人商業模式畫布，藉以盤點其職能優劣勢；並建構了高績效理財專員之基
本個人商業模式畫布,以及比較分析七位受訪者不同個人商業模式畫布之異同點，進而提
出理財專員職能發展之可行策略如下：
一、市場開發及維持並重策略
 鎖定目標客群，也不忽略其他客群
 把握好櫃檯、同事及舊客戶所轉介之客戶
 善用自身經歷、知識及服務模式，連結商品特性
 作好工作規劃與業績檢討
二、顧客關係策略
 隨時關心客戶的狀況及需求
 對既有客戶再次行銷
 以專業建立客戶信任感
 善用E 化工具，提昇服務效率及廣度
ii
三、價值提昇策略
 關心及滿足客戶的需求為號召，提供協助成功之典範
 提昇自身多元價值，也讓客戶享受到價值
 持續學習，彈性調整職能

摘要(英)

Abstract
The wealth management service has been playing an important part in finance industry in
Taiwan. Compared to other services in the bank, the wealth management department offers
flexible services because of competencies of trained management associates(M.A.) . But it is
a pity that it is difficult to find related studies about M.A.s’ competencies.
This study was designed to assist M.A.s to develop their competencies by listing the
advantages and disadvantages of existing abilities and resources.
This study adopted the case study research method. Having seven high-performance M.A.s of
KS bank as subjects, the author collected and collated information through in-depth
interviews and then constructed their own personal business model canvas. By listing the
advantages and disadvantages of the subjects and analyzing between different individual
business model canvases, the feasible competency development strategies for M.A.s are as the
following:
1、The market development and maintenace strategies:
 Target specific groups of customers and never neglect other potential customers.
 Make good use of transferred customers from other units
 Utilize knowledge through self-experience as well as company’s service model to
express the characteristics of the model
 Perform planning and controlling effectively and efficiently
2、ustomer relationship strategies
 Care about customers’ situations and demands at any time
 Do remarketing to present customers
 Earn trust from customers professionally
 Use internet and computer technologies to increase service efficiency and degree
3、Value improvement strategies
 Offer successful paradigm to customers
 Upgrade self-value diversely and let customers feel it too
 Keep on learning and adjust self-competencies flexibly

關鍵字(中)

★ 理財專員

關鍵字(英)

★ management associate

論文目次

目錄
摘要 ............................................................................................................................................. i
Abstract .................................................................................................................................... iii
目錄 ............................................................................................................................................ v
圖目錄 ....................................................................................................................................... vi
表目錄 ...................................................................................................................................... vii
第一章緒論 ................................................................................................................................ 1
1.1 研究背景 ................................................................................................................... 1
1.2 研究動機 ................................................................................................................... 2
1.3 研究目的 ................................................................................................................... 2
1.4 研究對象與範圍 ....................................................................................................... 3
1.5 論文架構 ................................................................................................................... 4
第二章文獻探討 ........................................................................................................................ 7
2.1 商業模式 ................................................................................................................... 7
2.2 職能（Competence）內涵及相關理論 ................................................................. 17
2.3 理財專員工作內容與職能 ..................................................................................... 19
2.4 個人商業模式在理財專員職能上的運用 ............................................................. 21
第三章研究設計與實施 .......................................................................................................... 25
3.1 研究方法說明 ......................................................................................................... 25
3.2 研究架構 ................................................................................................................. 27
3.3 資料收集方法 ......................................................................................................... 27
3.4 研究限制 ................................................................................................................. 28
3.5 個案公司簡介–投資理財服務方面 ....................................................................... 29
第四章訪談資料分析 .............................................................................................................. 36
4.1 受訪者整體概況分析 ............................................................................................. 36
4.2 七位受訪者之個人商業模式畫布 ......................................................................... 37
4.3 受訪者之個人商業模式畫布之比較分析 ............................................................. 44
4.4 理財專員之基本個人商業模式畫布 ..................................................................... 48
4.5 理財專員之職能發展策略 ..................................................................................... 49
第五章結論與建議 .................................................................................................................. 52
5.1 研究結論 .................................................................................................................... 52
5.2 研究貢獻 ................................................................................................................... 54
5.3 未來研究建議 ........................................................................................................... 54
參考文獻 .................................................................................................................................. 56
附錄訪談紀錄摘要 .................................................................................................................. 61

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指導教授

何應欽(HE,YING-CIN)

審核日期

2017-6-29

推文