高績效理財專員之個人商業模式與職能基礎的探討－－以KS銀行為研究對象

A Study on the Personal Business Model and Competency Basis of High-Performance Financial Commissioners - Taking KS Bank As the Research Object

近年來由於人們對財富管理的需求上升，財務金融產品也逐漸受到關注。由於財務金融商品既複雜且廣泛，人們常需要尋求理財專員的幫助。但是理財專員能力的良莠不齊，加上缺乏系統化的職能標準，使得財務金融公司與其客戶無法容易挑選出優秀的理財專員。本研究以個案研究法訪談KS銀行高績效理財專員，彙整其職能要素，然後建構高績效理財專員之個人商業模式畫布，藉由個人商業模式畫布來了解高績效理財專員之職能現況，進而推論出理財專員之職能發展策略。根據研究結果，本研究提出理財專員的職能發展策略：（1）運用E化工具與顧客保持即時的互動關係，並拓展關係網絡。（2）注重多元職能的提升，並隨時調整職能發展以建立客戶信任感。（3）以主管、同事及其他銀行理財專員為借鏡對象|連結不同金融商品之特性|隨時以業績評估自身工作規劃。（4）思考自身的背景條件與成本收益，隨時掌握自身的財務平衡。最後，本研究發現在現今理財專員的職能要素之中，「售後關懷下的年節送禮」和「與其他銀行理財專員之間的良性互動」這兩項職能要素是以往研究所未提及的，本研究推論其原因則是與台灣當地的社會文化以及市場現況有關。

In recent years, people's demand for wealth management has risen, and financial products have gradually received attention. Because finance and financial products are both complex and extensive, people often need to seek the help of financial commissioners. However, the variance of financial commissioners' capabilities and the lack of systematic competency standards make it difficult for financial companies and their customers to select excellent financial commissioners. This study interviewed KS Bank's high-performance financial commissioner with a case study method, and collected the competency elements of high-performance financial commissioners to construct the personal business model canvas. The personal business model canvas was used to understand the current status of the high-performance financial commissioner's competency, and then infer the financial commissioner competency development strategy. Based on the findings, this study proposes a competency development strategy for financial commissioners as follows: (1) Use E-tools to maintain real-time interactive relationships with customers and expand the relationship network| (2) Focus on the promotion of multiple competencies, and adjust the development of competency at any time to build customer trust| (3) Take the director, colleagues and other bank financial commissioners as learning examples| link the characteristics of different financial products| evaluate work plans at any time based on performance| (4) Think about your own background conditions, costs and benefits, and keep abreast of your financial balance. Finally, this study finds that among the competency elements of today's financial commissioners, two competency elements, i.e. ''new year gifts under after-sales care'' and ''benign interactions with other bank financial commissioners'', are not mentioned in previous studies. We think the reasons behind them are related to the local social culture and market conditions in Taiwan.