國內財富管理銀行經營高資產客戶之行銷策略-以個案銀行為例

• Main Authors: YI-LI SHIH, 施伊俐
• Other Authors: 顧萱萱
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/cdfz48

碩士 === 東吳大學 === 國際經營與貿易學系 === 96 === Abstract The rapid changes presently taking place in the financial industry have made financial service providers further realize the importance of customer loyalty and, therefore, the necessity of improving their service quality. In the domestic market, it has become increasingly essential for financial firms to provide well-customized financial advisory services, especially for medium- or high-income customers to meet their funding requirements in different life stages. To achieve this end, banks have set up independent wealth management departments to maintain market competitiveness. Banks have also recognized that in order to increase added value to their services, scientific and technological tools for financial analysis must be adopted to thoroughly manage the requirements and risks for VIP customers. In order to analyze why and how specific banks stand out in this highly competitive market, the report is conducted using the market leading bank (occupying largest market share and elected as the best bank in several international client surveys) as the case example for wealth management to provide in-depth discussion, analysis and final recommendations. The bank in the case study employs service-oriented and innovative marketing approaches to attract high asset-value customers. It also adopts scientific systems and professional training programs to educate reliable and outstanding wealth management specialists. These collective efforts are key contributors to profit improvement and opportunity expansion for future growth.