近年來，由於國內外產業變化的快速，有愈來愈多的銀行開始轉換成金融控股公司，以提供更全面優質的服務給客戶。然而，因為國內金控家數目的快速增加，金控業者也面臨更嚴重的挑戰，在人口持續高齡化和少子化的影響下，有愈來愈多的金控業者開始把理財專員當成銀行成功的基石。根據於此，本研究採用質性研究的方式，從國內一家金控的分行人員進行訪談來分析，並且從理財專員角度出發研究，實際提出銀行關鍵成功因素。最後，本論文並提供管理上的意涵和實際上的意涵給業者參考。

Recently, the financial holding industry has suffered strong competition and competitive rivals in Taiwan. This is because more and more banks are converting to financial holding industry due to regulation changes in Taiwan. As the number of financial holdings begin to increase significantly, the competition between the rivals also become fierce. What is worse, the low birth rate and aging society also worsens the condition. Based on this reasoning, more and more financial holding companies are starting to reevaluate the importance of financial consultants. This thesis aims to evaluate the successful factors of financial consultants in the financial holding industry. It used qualitative research methods to do in-depth interviews on employees of a financial holding company. Finally, this thesis offered managerial implications and practical implications for managers in the finance industry.

第壹章 緒論… ………………………………………………………………………..…..……...01
第一節 研究背景與動機………………………………………………………..………..…….01
第二節 研究目的…………………………………………………..…………………...………..03
第三節 研究範圍……………………………………………………………..………..………...04
第四節 研究流程………………………………………………………………………………….05
第五節 論文架構…………………………………………………………………..……………...06

第貳章 文獻探討….……………………………………………………..……….…………….08
第一節 金控產業………………………….…………………………………………..…….….08
第二節 理財專員…………………………….……….………………………………..……….10

第參章 研究方法…… ………………………………………………..………………..………..13
第一節 研究設計………………………………….…………………………..………………….14
第二節 資料收集……………………………………………………………..……………….….20

第肆章 研究結果……………………………………………………………….......…………….21
第一節 個案公司簡介……………………………………………...……….…………..………..21
第二節 訪談對象……………….………….………………………………………..…..………...22
第三節 訪談過程……………….………….………………………………………..…..………...24
第四節 訪談結果……………….……………………………………………….………………….25

第伍章 結論與建議………………………………………………………………………….…….34
第一節 研究結論……………………………………………………………………………..…….34
第二節 研究建議…………………………………………………………………………….…..…35
第三節 研究限制…………………………………………………………………………..………37

參考文獻 ……………………………………………………………………………………….……39
英文文獻…………………………………………………………………………………….………..39
中文文獻………………………………………………………………………………………………41

表3-1 訪談大綱…………………………………………………………………………………..............18
表 3- 2：訪談相關人員列表………………………………………………………………………..…23

圖目錄
圖: 1-1 研究流程……………………………………………………………..……….5

英文文獻

1.	Chung, H.-M. (2006). Managerial ties, control and deregulation: An investigation of business groups entering the deregulated banking industry in Taiwan. Asia Pacific Journal of Management, 23(4), 505-520. 
2.	Hwang, D.-Y., & Wu, W.-H. (2007). Financial system reform in Taiwan. Journal of Asian Economics, 18(1), 21-41. 
3.	Lin, N.-H., Tseng, W.-C., Hung, Y.-C., & Yen, D. C. (2009). Making customer relationship management work: evidence from the banking industry in Taiwan. The service industries journal, 29(9), 1183-1197. 
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5.	Maxwell, J. A. (2008). Designing a qualitative study. The SAGE handbook of applied social research methods, 2, 214-253. 
6.	Merriam, S. B. (1998). Qualitative Research and Case Study Applications in Education. Revised and Expanded from" Case Study Research in Education.": ERIC.
7.	Sheu, H.-J., Lo, S.-F., & Lin, H.-H. (2006). Linking diversification strategy to performance: A case for financial holding companies in Taiwan. Journal of Transnational Management, 11(3), 61-79. 
8.	Thurbon, E. (2001). Two paths to financial liberalization: South Korea and Taiwan. The Pacific Review, 14(2), 241-267. 
9.	Tsai, M.-T., Tsai, C.-L., & Wang, Y.-C. (2011). A study on the relationship between leadership style, emotional intelligence, self-efficacy and organizational commitment: A case study of the Banking Industry in Taiwan. African Journal of Business Management, 5(13), 5319-5329. 
10.	Wu, W.-H. (2008). The second financial reform and the development of financial industry in taiwan. Review of Pacific Basin Financial Markets and Policies, 11(01), 75-97. 
11.	Zainal, Z. (2007). Case study as a research method. Jurnal Kemanusiaan, 5(1). 

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17.	楊濱燦, & 林惠惠. (2014). 從客戶之觀點探討金融理財專員核心職能之內涵. [The Research of Financial Consultants' Core Competency in Financial Industry: The Customers' Perspective]. 康大學報, 4, 83-97. 


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