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Author: 蔡妙鑫
Miao-Hsin Tsai
Thesis Title: 不抽佣金如何讓銀行獲利成長-以玉山銀行財富管理業務為例
The Implication of No Service Charge on Profitability-Case Study on Wealth Management of E.SUN Bank
Advisor: 陳俊男
Chun-Nan Chen
Committee: 鄭仁偉
Jen-Wei Cheng
謝劍平
Chien-Ping Hsieh
林軒竹
Hsuan-Chu Lin
Degree: 碩士
Master
Department: 管理學院 - 財務金融研究所
Graduate Institute of Finance
Thesis Publication Year: 2020
Graduation Academic Year: 108
Language: 中文
Pages: 65
Keywords (in Chinese): 薪酬理論企業文化服務品質PEST模型
Keywords (in other languages): Salary Theory, Corporate Culture, Service Quality, PEST Model
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  • 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.

    摘要 I 謝誌 III 目錄 IV 圖目錄 Ⅴ 表目錄 Ⅵ 第壹章、個案本文 1 第一節、開場白 1 第二節、玉山的企業起源 2 第三節、玉山的企業文化 3 第四節、玉山不同的薪酬模式 5 第五節、玉山財富管理團隊 有溫度的專業值得信賴 7 第六節、財富管理對於銀行的影響 9 第貳章、教師教學指導手冊 27 第一節、個案總覽 27 第二節、教學目標 27 第三節、課前準備 28 第四節、學員課前討論 29 第五節、適用課程與對象 29 第六節、教學總覽 30 第七節、問題與參考答案 30 參考文獻 53

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