2020年，臺灣資產達 1.5億元之高資產人數已達 41.04萬人，由此可見臺灣已
具備發展相當規模之高資產業務潛力。 為此， 金融監督管理委員會於民國 2020年 8月 7日發布《銀行辦理高資產客戶適用之金融商品及服務管理辦法》 ，並透過
與申請高資產業務之銀行主要業務負責人面談之方式，來評估銀行是否具備 業務
的 開辧資格 。
個案銀行身為臺灣早期成立的銀行之一，長期致力於發展財富管理業務，因
應主管機關政策申請開辦高資產業務，惟 2019年發生裁罰案，造成主管機關及客
戶對個案銀行信任大幅降低，也影響到 2021年個案銀行向金管會申請高資產業務
結果 。
經個案銀行重新審視內部管理等問題並進行多項改革後，於2023年6月再度提出申請，幸獲主管機關於同年10月核准，雖然較晚起步開辧業務，惟透過個案銀行本身優勢及機會，找出高資產業務之商業模式及策略定位，期能轉型成主管機關期望之「以客戶需求為導向」的高資產財富管理服務。
本研究採用哈佛個案教學 的 方式撰寫，藉由個案 資料的 內容探討 PESTEL分
析 、 SWOT分析 、商業模式與 STP行銷策略等議題。深入分析個案銀行在面臨內
外部環境的挑戰中，如何分析 並 找出高資產業務之商業模式，並運用市場區隔、
目標市場選擇及定位等作法，來決定行銷策略，以實現銀行成為客戶全方位財務
管家之堅定決心。

In 2020, the number of high net worth individuals in Taiwan with assets of NT$150 million has reached 410,400. This shows that Taiwan already has the potential to develop a considerable scale high net worth business. To this end, the Financial Supervisory Commission issued the "Administrative Measures for Financial Products and Services Applicable to Banks Handling High Asset Customers" on August 7, 2020, and through interviews with the main business leaders of banks applying for high asset business, to evaluate whether the bank has the qualifications to open the business.
As one of the earliest banks established in Taiwan, Case Bank has long been committed to developing wealth management business. It applied to open high-asset business in accordance with the policies of the competent authorities. However, a penalty case occurred in 2019, which caused a significant loss of trust in Case Bank by the competent authorities and customers. It also affects the results of case banks applying to the Financial Supervisory Commission for high-asset business in 2021.
After the case bank re-examined internal management and other issues and carried out a number of reforms, it applied again in June 2023. Fortunately, it was approved by the competent authority in October of the same year. Although it started its business later, it took advantage of the case bank's own advantages. and opportunities to find out the business model and strategic positioning of the high-asset business, hoping to transform it into the "customer demand-oriented" high-asset wealth management services expected by the regulatory authorities.
This study is written using the Harvard case teaching method, and uses case content to explore issues such as PESTEL analysis, SWOT analysis, business model and STP marketing strategy. In depth analysis of how the case bank analyzes and identifies the business model of high--asset business when facing challenges from the internal and external environment, and uses market segmentation, target market selection and positioning to determine marketing strategies, so as to achieve the goal of the bank becoming a comprehensive customer base The firm determination of the financial steward.

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5.Wendell R. Smith(1956,July）,Product Differentiation and Market Segmentation as Alternative Marketing Strategies,Journal of Marketing,12，pp.3-8
中文文獻
1.KPMG(2023)，臺灣銀行業報告-政府扮演推手，助銀行高資產財富管理業務成長發展，15-19
2.中國信託銀行/資誠(2022)，臺灣高資產客群財富報告
3.中國信託銀行私人銀理財經營處處長楊子宏(2023)，臺灣財富管理市場發展趨勢，中華民國銀行公會會訊133期
4.林秀雯(2021)，財富管理業務經營策略---以S銀行為例，台灣科技大學財務金融研究所碩士論文
5.莊君豪(2018)，數位金融支付業務發展探討—以玉山銀行支付為例，台灣科技大學資訊管理研究所碩士論文
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7.楊佩宜(2019)，財富管理業務轉型策略之探討：~以C銀行為例~，台灣科技大學財務金融研究所碩士論文
8.簡君志(2017)，數位銀行的創新與挑戰-以王道商業銀行為例，台灣科技大學資訊管理研究所碩士論文
網路資料
1.個案銀行官方網站 https://www.hncb.com.tw/wps/portal/HNCB
2.慶祝成立滿一百周年 勇敢往下一個里程碑邁進 https://www.rmim.com.tw/news-detail-22191
3.領航會員計畫正式啟動 為客戶打造尊榮服務、解決全方位資金與傳承需求
https://www.rmim.com.tw/news-detail-20121l
4.高資產新財管方案出爐 開放8項金融商品 僅18家銀行可申請
https://news.cnyes.com/news/id/4510027
5.瑞士信貸2023全球財富報告：去年全球私人財富淨值自2008年來首度減少
https://www.fintechgo.com.tw/FinDiary/Article/42535068989900
6.新財管業務上路 要吸三種資金
https://www.chinatimes.com/newspapers/20200731000276-260205?chdtv
7.高資產客戶大餅有夠香！財管2.0執照竟讓國銀搶破頭
https://money.udn.com/money/story/5613/7684329
8.〈銀行家觀點〉星、港高資產業務發展突飛猛進 台灣如何正面迎擊？
https://ec.ltn.com.tw/article/breakingnews/4447073
9.富豪戶市場...老行庫兩優勢 拿下半邊天
https://today.line.me/tw/v2/article/YaOL17j?utm_source=lineshare
10.國銀富豪財管資產規模 飆增
https://www.ctee.com.tw/news/20240122700136-439901
11.金管會同意個案銀行申請辦理高資產客戶適用之金融商品及服務
https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202310240002&dtable=News
12.公開資訊觀測站https://mops.twse.com.tw/mops/web/index
13.臺灣大百科全書https://nrch.culture.tw/twpedia.aspx?id=5059
14.WORLD WEALTH REPORT 2023 https://www.capgemini.com/insights/research-library/world-wealth-report/
15.以金融專業，推動產業接軌全球淨零趨勢｜天下雜誌 (cw.com.tw)
https://www.cw.com.tw/article/5129407
16.「億」起守護高資產 https://udn.com/news/story/7239/7857035