本文個案係探討玉山銀行的財富管理如何從銀行裡最小的新部門，一路不斷創造手續費收入新高，並屢屢在各大財富管理評鑑上獲獎受到肯定，打造讓同業嘆為觀止的紀錄與績效。生根於企業文化的團隊力量，不僅是玉山金競爭力的金鑰，更讓玉山財富管理有著獨樹一格與業界不同的薪酬制度-不採佣金制，卻能小兵立大功，成為銀行獲利重要來源。
透過本個案，學習者可研討企業文化如何深入內化至員工的內心，進而成為推動企業成長動能的關鍵力量。個案的崛起觀察到人們對於銀行財富管理的需求，在PEST模型分析中觀察到當前財富管理面臨的環境與挑戰，個案公司堅守的企業文化與核心價值是否仍能支持個案公司持續成長並永續經營，值得學習者深入探討。

This case study discusses how E Sun Bank’s wealth management, as the smallest and newest department, has continued to hit record high in fee income and repeatedly won awards in major wealth management evaluations, creating records and performances that impresses the industry. Teamwork, rooted in corporate culture, is not only the key to E.Sun’s competitiveness, but also lead E.Sun wealth management to a unique compensation system which is different from the industry─no commission mechanism. Even a small soldier could make great contribution and this mechanism has become an importance source of the bank’s profit.
Through the case study, students can discuss how corporate culture deeply internalized into the hearts of employees and then become a key force to drive the momentum of enterprise growth. The rise of E Sun Bank observes people’s demand for wealth management from the bank. In PEST analysis, we can observe the current environment and challenges faced by wealth management. And it is worthy for student to have further discussion of whether E Sun Bank can stick to its corporate culture and core value to support its continuous growth and operational sustainability.

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