本論文係以修正後BCG 矩陣來歸納分析，近幾年銀行高階主管與銀行顧客所喜愛的金融產品，以精確地了解客戶的需求，以期能從當中得出雙方各象限下之金融產品，提供給公司決策者作為參考，做為產品日後發展策略的工具，不同於以往學者大多僅以財務面作為評估企業績效的衡量指標方式。 研究方式採取個案研究方式，以T銀行高階主管以及T銀行高資產客戶為研究對象，將利用深度訪談方式整理出兩方之明星產品（Star）、問題產品（Question Marks）、老狗產品（Dog）、金牛產品（Cash Cows）分別為何，雙方相同象限下的產品為何，以期能整合出兩方最適之產品，並使得公司能夠制定出相關銷售決策，亦能達到高資產客戶需求之產品。 實證結果證實，現今雙方對於明星商品、金牛商品互為差異。高資產客戶明星商品為儲蓄型保險、保障型保險、基金；銀行高階主管為海外ETF、海外債、投資型保險；問題產業以及老狗產業的理財商品皆屬相同。 但高資產客戶對於未來理財商品的需求，則是趨近於現今銀行高階主管的歸類，因此銀行高階主管則是保有現行操作模式，則可達到最適需求之產品，但可另外加強引進理財機器人、開放機器人理財平台、大數據的應用、客戶分析、及提升理財專員的能力及降低離職率，可替個案銀行節省成本、達到最適之服務以及開發潛在客戶。 關鍵字：BCG 矩陣、理財商品、財富管理、理財經理人、高資產客戶 Abstract The study explores the difference between Bank manager and customer’s favorite financial products. Using modified BCG matrix to analysis what financial products in the same quadrant for Bank manager and customer, so that I can provide this data to Bank manager for their reference and they can also use the method to do the business strategy in the future. Need to classify T bank manager and customer’s favorite financial products into star, question marks, cash cows and dog. To get what products in the same quadrant（star, question marks, cash cows and dog）for both of them. Today, the difference quadrant is stars and cash cows. Saving-related insurance, guarantee-related insurance and fund are star for T customer and cash cows for T bank manager; overseas bonds, overseas ETF and investment-link insurance are cash cows for T customer and Star for T bank manager. The products in question marks and dogs quadrant are the same for T bank manager and customer. In the future, most products in 4 quadrants is the same for T bank manager and customer. But T bank manager can enhance function of Robo-advisor, Robo-Platform of Financial management, big data application, and customer analysis to reduce employee turnover rate and employee’s professional competence. There are many advantage for T bank, cost saving, provide the best service to customer and develop potential customer. Hope the above mentions can help T bank’s business.
