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  3. 高階經理人碩士在職專班
Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24379
標題: 影響銀行財富管理業務理財專員產品銷售績效之探討-以A銀行為例
A Study of the Factors that Influence the Performance of the Financial Consultants of the Wealth Management Division of Commercial Banks- an Example of〝A〞Bank
作者: 李慶祥
Lee, Ching-Shyang
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1307200720013800;財富管理;理財專員人格特質;促銷策略;內部服務滿意度
出版社: 高階經理人碩士在職專班
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摘要: 
近年來財富管理業務興起，各金融機構無不卯足全力成立財富管理中心，廣募各界英雄好漢衝刺財富管理業務。然而財富管理業務績效要做得好的關鍵因素何在？要發展創新金融商品？要找對的理財專員？或推出各種客戶促銷方案？
本研究以一家本國銀行財富管理事業群之全省理財專員為對象，藉由問卷訪問方式，分別從理財專員人格特質、內部服務滿意度及促銷策略等構面來探討財富管理業務之金融商品銷售績效。利用SPSS10.0套裝軟體作廻歸分析，研究結果發現，銀行提供理財專員銷售金融商品獎勵辦法對績效影響較顯著，而A銀行產品單位之促銷策略與理財專員人格特質對績效則沒有顯著影響。
本研究除拋磚引玉研究金融商品銷售績效考量的各種因素外，亦建議同業進一步研究，如何將金融商品銷售績效極大化，並將研究結果供業界參考。

With the booming climate of the wealth management business, almost all financial institutions have established a new division or centers and built up a new team to develop this business. It is worth to study what the key factors are to generate a big and steady fee income for the business. Should the resource be allocated to develop new financial products, to find the right persons to carry out the financial consulting services, or to create various kinds of marketing promotion from time to time?
This research is an empirical study of a domestic commercial bank in Taiwan. A survey has been conducted by a questionnaire answered by the financial consultants from all the branches of the bank to investigate the key factors that influence the sales performance with respect to the aspects of the personality of the financial consultants, the satisfaction of the internal support and the promotion strategy.
This research is aimed to investigate the various factors that influence the sales performance of the financial products and hope the finding may be used as the reference for the industry when building the wealth management business model.
URI: http://hdl.handle.net/11455/24379
其他識別: U0005-1307200720013800
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