| Summary: | 碩士 === 國立中正大學 === 企業管理學系碩士在職專班 === 106 === In the past, the profit of the banking industry was primarily derived from the spread. However, due to financial liberalization and financial reform, the competition has become increasingly fierce, resulting in the tightening of spread; and the banking industry was required to explore additional profit sources. Therefore, banks gradually turned to integrate the finance businesses and adopted a cross-sale in marketing method. They focused on the risk-free handling fee income and strode toward the wealth management business. The fast forward into a gerontological society lead to an increasingly centralized social wealth and the diversified demand for finance; which all contributed to the bank transformation of and the strengthened development of wealth management business.
For the Bank focusing on corporate finance and foreign currency, regardless of its long establishment, its wealth management business development is relatively slow as compared to other banks; and the risk interest income has accounted for a higher percentage of its overall income, indicating the Bank shall adjust its income structure. This study initially utilized PESTLE analysis model to analyze the external environment of Bank M; furthermore, it applied the SWOT analysis to identify the strengths, weaknesses, opportunities, and threats of Bank M in the overall environment, so as to understand the current situation, future development and operation orientation of Bank M regarding the wealth management business. Last, it further explored the sustainable competitive strengths with market power, resource-based theory, and marketing strategies, thus bringing forward a conclusion with four primary operating strategies focusing on the possibilities of Bank M carrying out restructure and development for wealth management business.
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