| Summary: | 碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 97 === Wealth management service of Taiwan banking industry has been grown vigorously in past several years and fee income of wealth management service has regard as big part of stable and risk-free earning source. But the bank wealth management department has faced with deficient-confidence customers and grim loss of property since US subprime crisis occurred in July 2007. It caused largely-slump sales number; frequently customers appeal cases, and more strict laws and penal regulations.
This research is proposed the definition of “Post-wealth management era” and explained some topic for discussion which banks management department need to confront, such as industrial reforming challenge, marketing strategy, and new business model. Furthermore, the cause and effect, macroeconomics change, and future tendency of “Post-wealth management era” have also analyzed in this research in order to realize operation of wealth management industry. The analysis tools of this research contains “Customer source analysis”, “Competitor analysis”, “Business model analysis” ,and “SWOT analysis”. We try to take advantage of this research to find new marketing strategy in “Post-wealth management era”.
This research shows some phenomenon of Taiwan banks in “Post-wealth management era” as below: (1)Big slide sales number. (2)Sales of structure notes will gradually decline because of frequently customers appeal cases.(3)Sharp slump of stock markets causes the conservative product to be popular.(4)Banks must reconstruct to respond to strict laws.(5)New marketing strategy is necessary.(6)Late comer of wealth management industry may catch up.
Although the advantage of wealth management service has faded away
gradually in “Post-wealth management era”, but it’s a good timing for banks to adjust their business model. Therefore this research proposed the following suggestion: (1)Target-oriented sales process and professional research team.(2)Introduce variable and low-cost products for customers.(3)Adjust the number of financial consultant to moderate level.(4)Regard customer satisfaction as one of business performance indicator.(5)Replace “Fee-based oriented model” with “Transaction-based oriented model”.
Banks change their business model and marketing strategy could not only survive under this finance tsunami and tough slack but increase their market share and we believe that wealth management industry in Taiwan will molt by severe competition in “Post-wealth management era”.
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