| Summary: | 碩士 === 國立臺北科技大學 === 管理學院經營管理EMBA專班 === 103 === As securities market in Taiwan continues to saturate in the limited local stock exchange market over the past few years, cutting-throat competition in price has become the major tactic adopted by the incumbent businesses, which causes worsening of profitability among securities companies, and their revenue from traditional brokerage business continues to dilute due to diminishing trade volume caused by government policies and intensive competition. The critical tasks are increasing sources of profit and reducing risk through adjustment of operation strategies. To pursue better performance and profit, larger securities companies race to adopt transformation and reorganization and target en masse on wealth management business line with the hope of securing new profit source and business opportunities.
The purpose of this Study is to explore the viability for Taiwanese securities companies to expand into wealth management business, and try to confirm, by observing the performance in wealth management business attempted for a few years by the securities companies, whether or not wealth management business has granted new business opportunities for the securities companies. In addition, to explore the strategies adopted by the securities companies to promote wealth management business, Porter Five Forces Analysis and SWOT Analysis are adopted to study the strategies adopted by the securities companies to promote wealth management business. In order to increase accuracy, this Study first conducts semi-structured in-depth interviews on 10 experts in the business to collect information, and the result of the semi-structured in-depth interviews are used in this Study. The result of the study is summarized in below:
1. With frequent mergers among securities companies, large securities companies are able to accumulate vast amount of customer information, which enables them to adopt the concepts of customer management by tiers and by groups and develop customer relation management method tailored to the nature of securities business.
2. Securities companies are on the upstream of financial product sales and are strong in independent product planning with the advantage of customization. Their resourceful product platform and thorough, diversified products can satisfy investors&;#39; needs, enhance customer contact and services, vitalize customers&;#39; asset, and expand scope of customer services.
3. With the advantageous foundation of long relation between sales representatives and customers and focuses laid on human resource planning, training, and deploying, they are able to retain sales representatives with experiences in banking and insurance, and they should also transform existing sales representatives and embrace mid- and back-office personnel as to develop a wealth management service that is tailored to securities companies and satisfies securities customers.
4. Integration and optimization of service systems are more important than ever in the rising of e-commerce and the coming of digital finance era. Continue to consolidate customers, trades, and account information; manifest instant money flow and reporting platform to improve information security; reduce trade and operation risks; and optimize trade service system.
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