銀行理財專員財富管理行為分析探討-以北部地區銀行為例

Abstract

2008年金融風暴重創銀行財富管理業務，但2009年下半年起隨著全球股市行情回溫，銀行財管手續費收入也跟著水漲船高，甚至超越金融風暴前的高點，投資人亦逐漸淡忘曾經受傷，財富管理市場又再度呈現篷勃發展。

歷史總是一再重演，景氣循環有高有低，投資人、財富管理銀行及理財專員是否會記取金融風暴時的教訓。理財專員扮演銀行和投資人之間的橋樑，銀行要透過理專賺取無風險的手續費收入，客戶要透過理專賺取更高的報酬，而理專想要為自己賺進更多的獎金，這三者之間的利益衝突或愛恨糾葛，以及主管機關從中所扮演的角色及制定何種相關規範，都是值得探討的問題。

本研究採用問卷調查法，以銀行財富管理產業之現況為基礎，針對各銀行之理財專員進行問卷調查，藉此了解理財專員的工作內容、專業倫理、價值觀、銷售行為之態樣、對待客戶之心態。

本研究可做為投資人選擇優良理專之參考，亦可讓財富管理業者了解理專的心態，制定合宜的理專考核制度，以免理專只為了達到業績目標一昧推銷各式各樣產品，理專更應站在投資人的立場，不要再為了業績目標而強迫推銷。希望我國銀行財富管理邁向新的里程碑，讓財富管理銀行不再以手續費收入為首要目標，而是做到真的幫客戶「財富管理」。

In 2008, the financial crisis devastated the wealth management business. However, as global stock market recovered during the second half of 2009, the bank’s fee income through wealth management also increased and was up to a point that it even surpassed the peak before the financial crisis. Investors slowly forgot about the pain and the financial management market showed vigorous development again.

History always repeats itself over and over again and the business cycle has its highs and lows. Did investors, wealth management banks and financial consultants learn their lessons from the financial crisis. Financial consultants are the bridge between the bank and the investors. The bank earns non-risk fee income through financial consultants. The investors earn money through financial consultants. The financial consultants earn bonuses for themselves through their work. The conflicts of interest or the love and hatred between the three parties, the role of competent authorities and the regulations that should be established are worth discussing issues.

Questionnaire investigation was applied in the research. The current situation of the wealth management industry was used as the basis to conduct questionnaire investigation on financial consultants of different banks. The financial consultants’ job description, professional ethics, value, sales practice and attitude toward investors were understood from the questionnaires.

The results of the research may provide references to investors with regards to choosing excellent financial consultants. The results may also allow the wealth management industry to understand financial consultants’ attitude in order to establish appropriate financial consultant assessment system to avoid financial consultants being blindly selling all the products just to reach the sales goal. Financial consultants should stand in the position of the investors and should not hard-sell them. It is hoped that the wealth management industry will move toward a new milestone and that the financial management will not use fee income as the primary goal but truly carry out “financial management” for the investors.