Private Banking’s development strategy : a case study of C holdings

中文摘要 國籍銀行切入私人銀行業務領域乃近幾年之事，因此如何在品牌劣勢下取得客戶之信任，並培養專業從業人員，以建立本國私人銀行的競爭優勢，將是私人銀行未來發展的一道重要課題。需要運用何種政策才能提升本國籍私人銀行的競爭力，乃目前當務之急。 本文從分析比較私人銀行的起源、定義、業務特性、關鍵成功因素等文獻，試著找出私人銀行的核心競爭力。本文以訪談的方式對私人銀行的專業經理人進行，藉由專家訪談法中的個人訪問方式，直接探求受訪者的意見，有機會激發出受訪者個人獨特的觀點與看法，希望藉由個案研究的方式，比較本國籍私人銀行與外國籍私人銀行經營模式的差異，並針對私人銀行業務目前在台灣的發展現況及阻礙，找出一套完整的私人銀行業務發展策略。 此外，面對全球反洗錢，反避稅及跨境涉稅資訊交換的挑戰，期望本國籍私人銀行能與時俱進，期望未來在向外擴張業務時，增加本國籍私人銀行業務上的競爭優勢。Abstract Domestic banks stepping into private banking business has only begun in recent years. Therefore, in order to create competitiveness through gaining trust with a less recognized brand while nurturing professionals is vital for the future private banking development in Taiwan. Knowing which policies to be implemented to raise competitiveness of domestic private banking should be regarded as a top priority. This thesis starts with an analysis of the origin, definition, business characteristics, and successful attributions of private banking then to discover core competitiveness of private banking. Through personal interviews to professionals, one could gather unique opinions and comments of interviewees. Through case studies, the thesis attempts to derive a holistic private banking development strategy by focusing current financial environment and constraints and comparing differences in business model and operation between domestic and foreign private banks. Furthermore, facing the challenges of global anti-money laundry, anti-tax evasion and information sharing, the thesis also hopes to gain competitive advantages while expanding offshore business in the future