近年來台灣銀行業在經歷雙卡風暴後，呈現嶄新的面貌，不但外資佈局本土銀行的腳步加快，使得台灣銀行業和國際市場有更緊密的結合；另外，市場上推出的金融商品也非常多樣化，越來越多的客戶持有國外資產或資產證券化商品，財富管理也成為各銀行業的重點業務。研究者基於對服務品質、產品創新與風險管理之重要性於財富管理業務之體認，因此針對『銀行業行銷投資型金融商品的關鍵成功因素』做一深入研究。本研究以採AHP層級分析法做成問卷並與問卷受訪者進行深入訪談，藉由服務品質、產品創新及風險管理三構面，找出真正的關鍵因素。 研究結果可區分為兩點：（一）在第二層級三大要素方面，銀行業行銷投資型金融商品的關鍵成功因素之三大要素，權重最重為「風險管理」構面，次之為「服務品質」，權重最輕者為「產品創新」。（二）第三層級影響銀行業行銷投資型金融商品的關鍵成功因素整體共 14 項，相對權重最高之前3 項，按大小排序分別為「法規風險」、「可靠性」、「客戶風險」。相對權重最輕的最後3 項，按大小排序分別為「有形性」、「反應性」、「複雜性」。 最後本研究提出了四點建議以供參考：（一）銀行業行銷投資型金融商品前必須在法律層面投入更多資源 ；（二）可靠性攸關銀行業行銷投資型金融商品的成敗；（三）客戶風險應於商品銷售前就加以評估；（四）「複雜性」高的金融商品應在引進前審慎評估。 Taiwan’s banking industry entered into a new era in recent years after the “Crisis of Credit Cards & Debit Cards”. Foreign capitals expedited investments in the Taiwan’s market, creating a closer bond between the Taiwan’s banking industry and the world market. A variety of financial products were launched in the market, resulting in a growing number of customers own foreign assets or foreign securitized products. Wealth management has become a key business for the banking industry in Taiwan. As quality of service, product innovation, and risk management are all very important to wealth management, this study aims to: 1. Through theoretical and literature review, investigate the key success factors for marketing financial products.
2. Find out key issues in quality of service, product innovation and risk management with in-depth interviews with a designed AHP questionnaire.
3. Based on the research results, present conclusions and recommendation on key success factors for marketing financial products.
