abstract: 财富管理是一个高度信息不对称的行业，因此投资人需要尽可能减少自身的不确定来做投资决策，通过文献整理，本文发现通过建立信任来消除不确定性是很多投资人都会选择的帮助投资决策的方法。纵观历史，美国2007-2008年的金融危机也恰恰导致金融市场投资人对于理财机构信任的严重缺失，相同的情况也可能发生在中国财富管理市场，因此本文将此选作研究重点，希望深入研究财富管理公司投资人对理财师的信任来得到一系列结论。本文最终发现就平台和理财师相比，投资人更看重平台的信誉度。 投资人大多认为平台的信誉度要高于理财师的信誉度，但是这并不意味着理财师不重要。本文进一步的分析发现，多数投资人会和理财师建立起一种私人联系，且该私人关系有助于加强客户和平台的联系。投资人认为行业经验、为人诚恳，说话可信以及责任心是加强这种私人关系的重要因素。最后，投资人对于钜派平台的信任主要由对于理财师的信任来维持，同时对于理财师的信任主要来自与情感信任。本文的发现对财富管理平台具有战略意义。 / Dissertation/Thesis / Doctoral Dissertation Business Administration 2019

Obiettivo del presente lavoro è identificare le principali connotazioni specifiche della professione di private banker. In seguito ad una prima analisi della genesi del ruolo e dei fattori che ne hanno determinato l’evoluzione nel tempo, si sono indagati: quali mansioni e responsabilità ricopre e quali riporti gerarchici è chiamato a rispettare, quali caratteristiche comportamentali e attitudinali siano distintive del ruolo, quale il livello di competenze necessario al suo esercizio e quali i gap formativi ancora da colmare. Non da ultime, sono state rilevate le difficoltà quotidiane e le fonti di soddisfazione tipiche della professione, nonché gli strumenti motivazionali e di incentivazione utilizzati dalle realtà di private banking. L’indagine è stata condotta attraverso l’analisi congiunta di più progetti di ricerca quali-quantitativi, che hanno visto il coinvolgimento di private banker e opinion leader di settore. Emerge così una figura professionale ancora in divenire per effetto di cambiamenti strutturali del mercato, oggi guidati dal nuovo contesto normativo, dalla crisi finanziaria e dal processo di globalizzazione continua. / The aim of this paper is to identify the main aspects of the private banking profession. Following a preliminary analysis of its origins and the factors that led to its evolution over recent years, this research investigates main tasks and duties of a private banker, his position in the organizational chart of the company, behavioural and attitudinal characteristics relevant to his role, required level of skills and expertise, as well as knowledge gaps still to be filled. A special focus has been put on his daily difficulties and typical sources of satisfaction, in addition to motivational tools and incentives used by private banking organizations. The survey has been conducted by means of a combined analysis of various qualitative and quantitative research projects, involving both private bankers and opinion leaders within the banking sector. The emerging scenario is an evolving professional role as a result of current structural changes in the business, constantly subjected to new regulations, recurring financial crisis and the continuous globalization process.

個案公司自1988年創立迄今已超過22年，主要從事證券經紀、自營、承銷三大業務的證券公司。證券經紀業務由於在外部投資商品日漸多元、客戶結構改變、市場進入成熟期手續費競爭激烈，雖然個案公司歷經幾次購併，但是營收成長仍受大環境的影響，無法持續成長。此時主管機關開放證券公司從事財富管理業務，公司開始思考如何進行策略重定位，並透過一連串營運活動的轉變，從過去的證券市場切入到財富管理市場，公司主要以台股為主的營運策略，期望藉由法規的開放，轉型成為多元化的商品，除了服務客戶台股之外，也可以開始進行全方位的商品服務，從台股跨向國際市場。個案公司過去藉由購併將公司規模擴大，希望可以透過新法規的開放，開始重新調整公司整體的策略定位，並根據策略重定位調整原本以台股商品為中心的運作，以利策略的執行。總結上述一連串的轉變，背後支持個案公司得以成功轉型的關鍵在於公司動態回應市場變化的能力，進而形成維持持續成長的動態能力。準此，本研究主要目的即在探討個案公司如何有效運用環境、策略與結構這三層構面彼此的最適互動，來協助其達到成長的目的。 / The corporation in this individual case has been built for 22 years since 1988. It is a securities that provides brokerage, proprietary trading and underwriting. Nowadays the securities business is challenged by product diversification, client structural change, and competitive service charge in mature market. Although the firm has gone through several merge and acquisition, the gross rate of sale is still limited and impacted by the influence of big environment. Meanwhile, the competent authority permits wealth management services in securities industry. The firm starts to reconsider the strategic position which focuses from securities to wealth management market via a series of operating activates, from Taiwan stock to diverse products via law permission, and from domestic to internal market via full-functioning financial service. In summary of above of all transitions, the key success factor of transformation for this company is the dynamic adaptive capability, and the long term growth path also depends on it. Consequently, the topic of this paper discusses the fit among environment, strategy and structure, which enables the company to remain continued competitive advantage.

BAKGRUND: Samtidigt som företag och finansiella institutioner idag har utvecklat avancerade Asset Liability Management-verktyg för att proaktivt hantera sina risker och planera framtida kassaflöden, så baseras dagens privatekonomiska rådgivning fortfarande på traditionella tillgångsallokeringsstrategier och enkla tumregler. Tidigare forskning menar på att liknande ALM-verktyg skulle kunna generera mervärde även för privatpersoner om de implementerades i praktiken, men vad de privata spararna själv tycker i frågan är hitintills outforskat. Trots detta kvarstår faktum att endast om privatpersonen själv ställer sig positiv till verktyget kan teori med fördel implementeras i praktiken. SYFTE: Studiens syfte är att undersöka och analysera den privata spararens inställning och kapacitet att ta till sig rådgivning baserat på ALM, och se om ett ALM-verktyg kan skapa mervärde i den privatekonomiska rådgivningen. GENOMFÖRANDE: Studien har utförts genom kvalitativa intervjuer med 10 privatpersoner. Författarna har skapat scenarier för en fiktiv person, där en ALM-analys visuellt har presenterats under intervjuerna. Genom att ställa frågor kopplade till scenarier har studien kunnat analysera privatpersonens vilja till att delge och förstå den information en ALM-analys genererar, samt dess inställning till att proaktivt planera sin ekonomiska framtid. SLUTSATS: Studien visar att ALM största mervärdesskapande för den privata spararen återfinns i privatpersonens intresse för att visualisera sin ekonomi. En bristande riskförståelse i kombination med en tydlig avsaknad av ekonomiska ambitioner hos den privata spararen försvagar dock verktygets användningsområde. Vidare behöver ALM-verktyget övervinna flertalet begränsat rationella beteenden och förtroendeaspekter för att skapa mervärde ur en privatpersons perspektiv. / BACKGROUND: Companies and financial institutions have developed advanced tools based on the theories of Asset Liability Management with purpose to proactively manage risks and plan future cash flows. At the same time, private financial advising of today is still based on traditional asset allocation methodologies and rules of thumbs. Previous research concludes that similar ALM-tools could add value for private investors in the financial advising, but the private investors’ perspective in the matter is still unexplored. The fact remains that only if the private investors are convinced that ALM can add value, can a tool with theoretical advantages be successfully implemented in practice. AIM: The aim of this thesis is to test and analyze the individual investors’ attitude and capacity to understand private financial advising based on ALM as methodology, and analyze whether an ALM tool adds value in private financial advising. COMPLETION: The thesis has been conducted by ten individual interviews in a qualitative manner. The authors have created a fictitious ALM-analysis that has been presented for all of the respondents. By asking questions connected to scenarios, the study have been able to analyze the individuals’ attitude to share and receive personal information, as well as their attitude to proactively plan their financial future. CONCLUSION: The study concludes that the biggest value-creating aspect of ALM is that individuals show a great interest in visualizing their own financial future. However, a financial illiteracy in combination with a lack of clear-cut financial ambitions, weakens the ALM-tools area of use for the individual. Furthermore, ALM need to overcome barriers in individuals limited rational behavior and simultaneously create a strong trust to maximize the value-creation for the individual.

Pour étudier les acteurs et les activités qui façonnent les mondes de la richesse, la thèse propose une approche relationnelle et articule les notions d’identification, de conversion et de soutien statutaire. Cela conduit tout d’abord à se demander comment l’État, au travers de la création d’un impôt sur la fortune, et les conseillers patrimoniaux, lorsqu’ils distinguent une clientèle d’ayants droit du tout venant, identifient et fabriquent différents groupes de fortunés. En examinant ensuite les modalités concrètes de prise en charge des capitaux, on discute l’hypothèse d’une compétence financière des fortunés, on montre que la transformation de l’argent en marques visibles de richesse n’est pas le fait de tous et on s’arrête sur les résistances discrètes que peut susciter l’impôt. Enfin, les activités des conseillers patrimoniaux sont examinées. En façonnant en douceur les patrimoines et les dispositions économiques de leurs clients et en leur apprenant à jouer avec les règles de droit sans craindre de sanctions, ces professionnels ne se limitent pas à faire fructifier des capitaux et constituent plus largement des gardiens du statut. / Wealth worlds are based on a set of activities and actors making the capital work. First, a relational approach to wealth sheds light on how government, by introducing a wealth tax, and wealth managers, by segmenting clients, identify and produce distinct groups of wealthy people. Then, the practical arrangements for capital management are examined. I discuss the assumption of wealthy financial skill and show that turning money into visible symbols of wealth is not the fact of all. Everyday forms of resistance to taxation are also studied. What wealth managers do is finally considered. They are not only helping clients to grow their assets, but they also mark these assets, shape softly their clients’ economic dispositions and teach them how to play with the rules. By doing so, this curator group produces, ensures and protects clients’ prestigious status.

金融服務業乃一國經濟發展中重要樞紐，也是支持產業發展之經濟命脈。回顧台灣金融業近30年來的軌跡，可以說就是一部台灣經濟發展史的縮影。金融發展之於經濟成長，如同血液循環之於身體，一旦循環阻塞，健康立即出狀況。因此一旦金融機構資金中介角色不順暢，經濟成長肯定受到嚴重的打擊，同時產生不少社會問題。 2003年起，台灣各金控公司與銀行間，開始大力的拓展財富管理業務。T銀行則於2007年7月1日才正式開辦財富管理業務，在同業中是起步最晚。本研究旨就財富管理市場之經營特質，針對T銀行所屬全體理財專員，從各項人口統計變數中，探討對工作績效之影響，作為業者日後甄選理財專員、管理與培訓時建請卓參，俾利積極發展財富管理業務，超越同業，成為相關領域的巨擘。 本研究採用郵寄問卷調查法，對T銀行全體127位理財專員全面寄發，以Limdep 9.0統計軟體進行各項資料分析，並輔以實證模型分析來驗證各項假設，經研究後主要發現： T銀行的理財專員的教育程度、服務的地區、與顧客溝通使用的語言均與工作績效呈現顯著差異；而理財專員每日工作時數、擁有貴賓客戶數量，與工作績效呈現顯著正影響。理財專員擁有證照的張數，與工作績效呈現顯著負影響；理財專員在中、南部地區使用國語行銷則與工作績效呈現顯著負影響。 若採納研究建議，T銀行於財富管理業務上，當可獲致極大的進展。將於同業中取得優勢、營業績效蒸蒸日上，市占率將名列前矛。 / The financial services industry is one of the most important sectors for the economic growth and development of a country. It also functions as the lifeline supporting the development of business and industry of a nation. The business track for the past three decades of the financial services industry indeed reflects the overall big picture of Taiwan's economic development. Financial development to the growth of economy is just as the circulation of the blood to the body. Once the financial institutions fail the role of financial intermediaries, economic growth will undoubtedly have a grave impact resulting in a lot of social problems. Since 2003, Taiwanese financial holding companies and banks have been trying hard to develop wealth management business. T-Bank engaged in this business on July 1, 2007, which is the latest bank to start wealth management business in the industry. This study is to investigate the impact of demographic variables toward job performance, especially to the financial advisors in T-Bank, based on the operating characteristics of financial management market. The research results can provide valuable suggestions to T-Bank in terms of hiring, training and management of financial advisors, which can help to actively expand its wealth management business and make it a leading role in the industry. Using the mailed questionnaire method, 127 copies of questionnaire had been sent out to all the financial advisers of the T-Bank. All the data were analyzed by statistical software Limped 9.0. The empirical model was then utilized to verify all the hypotheses. The major findings of this study are as follows: There are significant differences between the work performance and the education level of the advisers, their serving area, the language they use when communicate with customers; their daily working hour and the number of VIP customers in individual account has significant positive influence to the work performance. The number of certificate each advisor possesses has significant negative influence to the work performance; conversing in Mandarin Chinese in central and southern Taiwan has significant negative influence to the work performance. T-bank will gain tremendous progress in wealth management business if it adopts the proposed suggestions in this study. It will also have strong competitive advantages among the industry. Its business will flourish and have the top rank in market shares.

2008年全球金融海嘯與近年持續動盪的歐債危機，使得多數民眾在這兩次金融風暴中遭受鉅額損失，對於金融商品及銀行也產生了疑慮，導致出許多投資者與銀行端之間的消費糾紛，經過多次險峻的經濟波動及金融危機，投資市場中仍然有許多頂尖財富管理業務人員，他們歷經多次金融危機仍屹立不搖，績效穩定及深受客戶信賴，這其中差異值得深入研究探討。 本文主要探討台灣財富管理頂尖業務銷售成功關鍵因素，利用「三特質」問卷方式收集資訊並分析，藉此了解頂尖業務平日的工作內容、專業能力、人格特質、銷售行為及投資決策模式。研究最終可得知以下幾點結論：(1)透過MBTI性格分類法，頂尖業務以發明家、記者型、學者型為最多。(2)頂尖業務特質若具備積極負責、誠信、易於溝通，較容易與高端客戶產生長久互動與黏著度。(3)頂尖業務多具備強烈企圖心，不斷設定目標突破自我極限。(4)歷經過1~2次金融危機及景氣循環的頂尖業務，相對危機處理能力較強，能適時判斷投資進出時機，協助客戶完成理財目標機率也會比較高。 / Due to the global financial disasters in 2008 and the recent European debt crisis, domestic investors had suffered tremendous losses in investment. Consequently, concerns of financial products' profitability have raised drastically among investors and occasionally led to disputes between banks and investors. However, there are still many wealth managers who excelled at their job and were trusted by their customers even after going through several devastating economic events. The purpose of this paper is to determine the distinguishing characteristics of the top asset managers in D bank. With Myers-Briggs Type Indicator questionnaire we would portray and analyze their personalities, work capabilities, sales methods, and investment process. In conclusion, most elite financial advisors have characteristics of an inventor, a journalist, or a scholar. They also tend to have a proactive mindset toward their job and communicate with compassion. Because of these qualities, clients would deem their advisor as trustworthy and were satisfied with the services that they received. And most of all, they have the ability to support clients through financial difficulties and reach their financial goals.

摘 要 　　國內銀行傳統上最擅長及投注最多資源之領域即是企業金融業務，然經驗顯示此處亦為金融業者蒙受最多損失之處，甚至導致中興銀行及高雄企銀退出市場，大型行庫兩、三年前，每年打銷呆帳之金額係以新台幣數十億元、甚至上百億元計。其後消金業務盛行，信用卡循環信用業務之興起尤為引人注目，而現金卡亦在萬泰銀行的「George & Mary」之強勢促銷下製造出另一波高峰。然由於風險控管之鬆散，在卡債呆帳暗潮隱然成型，外資券商開始對現金卡業務暴衝至前幾名之銀行投以質疑的眼光之際，部份銀行也在此刻宣布停掉現金卡之業務。「財富管理」便是在銀行亟思轉向提高以手續費收入為基礎之殷殷期盼下，在國內銀行的業務領域中逐漸萌芽、茁壯。 在短短兩三年間，財富管理業務從在銀行營業廳一隅的小規模經營，到現在引領國人開啟投資理財之風潮，其方興未艾之勢頗值吾人加以探討。其成因包括人口老化問題衍生之退休規劃需求，因經濟活動之暢旺，造成富裕人口及富裕家庭數目之提昇，因微利時代的來臨等，皆實質地催化民眾對於理財之迫切需求，而「財富管理」即順應這種經濟金融環境之變遷，此其時地走入人群，成為眾所矚目之焦點，也成為這一年來銀行短兵相接之處。 　　其次，國際金融法規之變動，尤其是新巴塞爾資本協定(The Basel Capital Accord II)即將在2006年底實施，導致銀行在經營策略上不得不思考導入既能獲利，又屬低度資本需求業務之必要性，更何況銀行本身本應多元化其業務收入來源，以分散業務經營之風險。本文即從這些角度，探討財富管理業務之確具經營價值。 　　然財富管理業務之經營，終究有其須注意之風險，一為「策略風險」，一為「作業風險」。雖「策略風險」難以量化，也未普遍為業者所重視，然有謂「錯誤的決策，比貪污更可怕」，姑不論此言之對錯，但錯誤之決策會造成績效之不彰及資源之浪費，確屬不爭之事實。故本文專章論述經營策略，期所提出之分析與探討有助於業者經營時之省思。另有關「作業風險」，亦是日常之業務經營中稍有不慎即有可能對銀行造成重大損失、甚至被迫退出市場之風險。霸菱銀行殷鑑不遠，甚至以國際知名之花旗集團，其日本之私人銀行亦因涉未注意洗錢防制及資訊揭露等作業風險問題，而被勒令關閉。故內部稽核及內部控制等基本功之具體落實，確有其必要。本文就作業風險部份亦專章論述，從主管機關之相關規範，到國外相關機構之規範及做法，作業風險案例介紹，相關作業風險之管理等，皆做一分析與探討，期從所提出之案例，讓銀行業者於從事財富管理業務時，非僅注意手續費收入之多寡，或僅專注於市場佔有率之提升，而是實質注意到伴隨手續費收入而來之風險；盼所提出之風險分析，讓業者因瞭解風險之無所不在，而正視其重要性與迫切性，期將財富管理業務之作業風險減至最低。 / Abstract Just not long ago, domestic banks in Taiwan, with little differentiations, claimed their expertise in corporate finance and have allocated simultaneously most of their resources in this business. Ironically, however, corporate finance was also the area where the banking industry suffered the most. The problematic exiting of Chung Shing Bank and Kaohsiung Business Bank were obviously costly examples. Actually, almost all major banks were writing off their bad loans every year in billion of New Taiwan dollars for the past few years. Banking institutions tried to develop alternative business models by engaging in consumer banking, and some has indeed found its success. One of the stars that owned the spotlight was the revolving interest income from credit cards. Later, with the aggressive and successful marketing campaign of so-called “George & Mary” Cash Card by Cosmos Bank, the importance of consumer banking was pushed to its plateau. Nonetheless, loose risk management caused the bad debts of credit/cash cards to mount up and become potentially a serious problem. Foreign securities firms have already indicated their reservation of those top cash card business banks. A few banks have even suspended their cash card business. In light of the challenging environment facing corporate and consumer banking, banking institutions gradually turned to “Wealth Management” and holds high expectation that it will become a means to enhance their fee income. Indeed, wealth management has, in a matter of two to three years, started from a neglected corner of a bank’s business lobby developed progressively as a business trend leading how Taiwanese invest their wealth. The rapid pace of development in wealth management business certainly warrants our closer examination of various major issues relate to this phenomenon. To begin with the backgrounds, the aging of population has derived the need for retirement planning. The economic success of Taiwan over the years has contributed to the growth of numbers of wealthy families. The low interest rate environment has directed people to manage their wealth more actively. It was against this background that wealth management made its debut in the financial market, and caught the attention of the market, and became the central focus of the banking battleground. Additionally, recent changes in banking regulations, particularly, the introduction and planned implementation of Basel Capital Accord II, also pressured banking institutions to adjust their business strategy. Under Basel II, a bank will be required of more capital when engaging in corporate or consumer banking to cover credit risks. In contrast, wealth management needs to cover only operational risks. Not to mention that it also helps to diversify a bank’s source of income and risks portfolio. In terms of risks relate to wealth management, there are basically strategic risks and operational risks. Strategic risk may be difficult to quantity and certainly was not paid enough attention than it deserves. As people often said, “an erroneous strategic decision is worse than embezzlement”. Wrong decision often caused underperformance and waste of resources. This thesis, accordingly, attempts to analyze business strategies as it relates to a bank’s engagement in wealth management business. Furthermore, operational risk is also an area which could cause significant damages to a banking institution. In its worst case, operational risks might even cause the collapse of a bank. Baring’s scandal doesn’t seem to have happened that long ago. Even Citicorp private banking was sanctioned by the Japanese authority for failed to comply with the money laundry and disclosure requirements. It is therefore, essential that banks pay enough attention to its internal control and audit. This paper will also discuss operational risks issues, including relevant regulations, the practices in other major jurisdictions, case studies, and management of operational risks. The desire of the author is to alert the banking institutions that when engaging in wealth management, neither fee income nor market share should be their only focus. The effectiveness to control operational risks to its minimum is equally if not more important for a bank wishing to achieve success in wealth management business.

財富管理源起於私人銀行，服務對象為高淨值資產之客層。金融監督管理委員會為促進國內金融環境發展健全，於2005年2月間頒布「銀行辦理財富管理業務應注意事項」、2005年7月間頒布「證券商辦理財富管理業務應注意事項」、2006年1月核准「人身保險業辦理財富管理業務」。規範人身保險業從事財富管理業務之範疇，歸納為人身保險業針對高淨值客戶，透過人身保險業務員，依據客戶需求，提供資產配置或財務規劃等服務，而高淨值客戶之條件，由人身保險業自行依據經營策略訂定。 隨著人口老化、財富愈趨集中、經濟環境之變遷，金融控股公司資源整合與金融監理相關法規逐漸完備等因素，人身保險產業由擅長提供人身保險商品，延伸至理財規劃及資產管理諮詢服務，也延伸經營管理相關問題，本研究就國內人身保險業經營財富管理業務，針對人壽保險公司實施財富管理業務提出建議： 1、加強財富管理業務之風險管理：應加強經營財富管理相關業務的經營風險辨識，進而提出有效的風險管理制度與政策。 2、強化內部稽核制度有效性：在兼顧經營效率下，建立有效稽核制度，使企業成為一個有機體。 3、確實瞭解客戶並落實客戶風險告知：一套瞭解、認識、接近客戶並取得客戶信任整合流程，是發展財富管理業務的關鍵。 4、提升業務人員教育訓練及專業培養：專業知識、教育訓練、管理規範及資訊系統輔助，使人員服務品質提升，更可以有效傳遞並確保客戶權益。 5、強化保險商品創新與財富管理市場定位：以人壽保險產業深入服務優勢，搭配商品服務及通路創新，以獨特性及附加價值，奠定財富管理定位。 同時亦探討現行保險監理機關監管財富管理必須重視的議題，如何明確定義人壽保險業者經營財務富管理業務檢查要點，修正財富管理業務需有獨立權責部門規定及開放投資型商品設計及管理費議題。本文同時評估現行人身保險業者經營財富管理業務之效益評估，並作為監理機關監管財富管理業務時參考。 / The “Wealth Management” service was created by private bank. It is designed to serve the customers with high net worth. In order to improve the financial environment to be well managed and to be wealthy developed, the Financial Supervisory Commission Committee announced the terms of “The Notice of Wealth Management Business for Banks” in February 2005, “The Notice of Wealth Management Business for Securities” in July 2005. The “The Rules for Life Insurance Companies Hosting Wealth Management Business” had been permitted to be announced in January 2006. It defined the business scope for life insurance companies to promote the wealth management business. The purpose of the wealthy management service sold by life insurance companies is targeted to serve the life insurance customers with high net worth. Through the life insurance sales, the life insurance companies can offer the capital allocation, financial planning based on customers’ request. For the criteria of “High Net worth” customers, it can be defined by each life insurance company. Due to the average age of population is becoming higher, wealth is becoming to be concentrated, economic environment situation is changing intensively, the financial holding companies integrated the resources, the rules of financial supervision is becoming completed, such kinds of change offer the opportunity for life insurance companies to extend their business scope to the territory of the consultant service for financial planning and wealth management. Such kind of change creates some administration and management issues. So the purpose of this study is to survey the current situations of wealth management business of life insurance to try to find the suggestions for the below topics. 1.Empower the risk management for wealth management business: How to empower the risk identification capability to propose the effective rules and policies for risk management. 2.Improve the internal audit mechanism to be more effective: How to establish or improve the internal audit mechanism without affect the business and company operation. 3.Learn more about the customers and solid executing the risk notification to customers: How to establish an effective SOP for realizing the customers’ exact requirement, approaching the customers and getting the customers’ trust. 4.Enhance the sales education training to enhance the service quality and empower the business competition ability: By integrating the IT resources and business management to establish an organized/effective sales education training package for improving the sales knowledge and business domain know how. 5.The enhancement for life insurance product creativity and clear marketing positioning ability/core competence for wealth management business: Taking the advantage of the existing sales network, combining the creative product, service and channel profile to establish the specialty and core competence. Meanwhile, this study tries to highlight some key issues like “the important topics shall be focused by the insurance supervision institute”, “the definition of the check points for the wealth management business of life insurance companies”, “how to revised the relative rules to request the wealth management business must be performed by the independent department”, “release the permission for the designation of Investment-oriented merchandise and management fee”. This study also makes the performance evaluation for the wealth management business of life insurance companies. It would be the valuable reference data for the relative supervision institute of government.

這幾年由於市場利率逐漸走低，大量資金尋求收益較高之商品，結果造成訴求高收益之各式結構型(條件式)商品如雨後春筍般地冒出，而銷售量也屢創新高，由於結構型商品之所以能夠讓投資者獲得「可能的」之高收益，主要原因是理財商品內都包含了各種選擇權，只要符合選擇權之執行條件，則產品就可以獲得高收益，但是未能符合選擇權之執行條件時，投資人資金往往就只能求得到期保本，而損失了一些利息收入。 另外也由於這些產品投資年期都不是一兩年而已，有些長達十年以上，往往一投資其資金就會被固定在那裡，若投資人沒有考量清楚或在理專強力促銷下購買，常常會發生投資人短期內就想解約贖回之狀況，解約時就像壽險商品一樣，大都解約價格已經折價了許多本金，這就是時有聽聞客戶與銀行之間投資糾紛的來由，這也促使主管機關－金管會陸續頒布相關管理規範來建立投資秩序與環境。 本研究內容擬提出一個投資產品之管理應用工具－「投資菜單」來解決以上爭議，「投資菜單」之於理財產品策略工具就好比「平衡計分卡」之於企業績效管理工具一樣，此工具可以幫助金控投資產品委員會檢視過去產品績效，進而決策未來上架產品方向；以期希望能夠從下而上一致性地、整體性地解決顧客端、理專端、公司營運管理端與主管機關四方所各自關心的重點，以期降低客戶交易糾紛、增加業務銷售速度以及提升財富管理業務整體形象。