證券公司營業員轉型財富管理人員之影響與挑戰

The Influences and Challenges of Securities Firm’s Trader Transforming into Financial Advisor

本研究欲透過問卷方式，瞭解券商業務人員在面對財富管理業務時，所遇到的困難及需求，探討是否可以經由職業生涯、獎酬激勵以及抉擇理論，改變證券業務人員接受新型態業務的態度，並提供給證券商管理者在發展財富管理策略時一個思考的方向。本研究經由 SPSS 敘述統計分析後，提出以下結論：一、證券營業員必須正向面對數位交易的影響，以現有業務技能，發展證券本業以外的財富管理金融專業；二、證券營業員應該以樂觀的心態，接受產業轉型所帶來的變化，以因應未來的職場生涯發展。

This study aims to understand the difficulties and needs encountered by securities business personnel in the face of wealth management business by using questionnaire. We explore whether it is possible to change securities business personnel’s acceptance of the new style through careers, rewards and incentives, choice theories. And we also provide securities firm managers with a direction for thinking when developing wealth management strategies. The results revealed that (1) Securities salespersons must face the impact of digital transactions positively, and use their existing business skills to develop wealth management finance professions other than the securities industry; (2) Securities salespersons should be optimistic Attitude, accept the changes brought about by industrial transformation, in order to respond to the future career development.