Using Heterogeneity Trust Policy to Improve New Generation in Wealth Management Services

• Main Authors: Lin, Yi-Miao, 林奕妙
• Other Authors: Chen, An-Pin
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8v7k9e

碩士 === 國立交通大學 === 管理學院高階主管管理碩士學程 === 106 === In recent years, the demand for wealth management has increased with the growth of personal wealth, and the fee income from wealth management has also become the bank's latest profit model. The wealth management has introduced many financial innovation products and diversified service contents since the opening of foreign banks to Taiwan. However, while introducing foreign theories to establish financial concepts for customers, it is essentially that banks only focus on financial management benefits, and do not pay much attention to the customer's financial planning. This study mainly discusses the trust business of each bank's wealth management and its business strategy. It analyzes the development status of wealth management in various stages of Taiwan and the model of bank wealth management business application. Based on the domestic wealth management market, it analyzes the competitive advantages of wealth management. Factors that affect competition. Finally, the case company analyzes its trust operation profile and strategy in the wealth management business through SWOT, and then analyzes the result of the expert interview to analyze and expand the promotion and whether it will create profits for the bank.