| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 93 === Asian financial storm in 1997 seriously impacted the banks of Asia. Likewise, the banking industry of Taiwan was by no means staying away from the disturbances. In consequences, bad debts increased enormously. Hence, the government announced related measures to rescue the financial industry continuously. After the storm, the banks reverted with a new operation model—winning major profits from risk-free transaction charge, instead of gaining spreads from loan businesses.
In another word, “Wealth Management” means “Money Management”. According to the report under the title of ”The consumption financial market in Asia, the future change of the decade” published by SSB in 2003, the potential of wealth management market in Taiwan is astonishing. In Year 2000, the number of families holding property available for investment over NT＄3,300,000 was 400,000 in total. Hopefully, the number could exceed 1,010,000 with a 9.8% growth rate per year. Comparing with European countries and USA, Taiwan can be regarded as a virgin soil to rival. Therefore, all the banks set foot in this market one after another.
This research has been composed based on case study. It adopts marketing 4Ps (Product, Price, Place & Promotion) as the principle approach and the method of “interview” to probe into the marketing policy of the “selected bank”, by presenting the current condition and problem the bank faces in developing wealth management business, and thus bring up opinions of the writer.
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