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论文编号：	4155
作者编号：	2120094015
上传时间：	2012/6/4 17:56:57
中文题目：	A资产管理顾问公司营销与组织管理创新之研究
英文题目：	Innovations in Marketing and Organizational Management by A Asset Management and Consulting Firms
指导老师：	白长虹
中文关键字：	资产管理公司，巨额营销策略，内部营销策略，通路营销策略，激励员工动力组织架构
英文关键字：	Asset management companies, massive marketing, internal marketing, channel marketing，the organizational structure of employee motivation strategies
中文摘要：	台湾资产管理公司销售的商品包罗万象，因为其仅受经济部的管理，操作方面以推荐介绍为目的，销售的商品多以境外商品为主要，所以客户与理财顾问双方享有较大的自主权；且理财商品的买卖必须要到国外去签约，所以组织管理较偏重个人色彩与特性，且在国内的适法度也较低。因为如此，从好的方面来说，资产管理公司的理财顾问对客户掌握度比较高，客户也是由各别顾问各别管理；相较于银行、投资信用公司、综合券商等的客户是由公司统一管理，资产管理公司的理财顾问更能长久的服务客户与经营客户关系。但若从另一方面来看，台湾资产管理公司的组织管理比起银行、投资信用公司、综合券商等的就较为松散、经营绩效也较难以掌握，成功的模式也比较难以复制及延续。 所以，台湾的资产管理公司需要有套属于其产业特性的创新销售模式与创新的组织管理办法。创新、是一个企业保持竞争性力的一个必要的手段，从消极的迎头赶上，到并驾齐驱，到后来居上。【彼得．杜拉克】说：”创造现在的业绩”与”做好未来的准备”必须同时并行。二年后的公司不能等到三年后再来打造，现在不行动，三年后还是跟现在一样。眼前业绩不振，三年后公司或许就没了。所以经营就是要藉由眼前的工作，同时打好稳固现在与建立未来获利的基础。如果只在保住当季业绩，减少设备投资以及人员的教育预算，很难确保当前的获利。公司除了会裹足不前外，甚至还会失败与淘汰。国际零售巨头【八佰伴】前总裁【和田一夫】也曾说：”市场发展就是不断创新和淘汰的过程，只有永远保持活力、持续创新的企业，才能坚强的生存下去。” 而组织管理是一种随机的创造性工作，它不是科学，不要求得出一个肯定的答案，”凡举能把握时机的就能昌盛，而断送时机的就会灭亡”。其实金融商品都大同小异，不像电子业有那么多的专利与产品上的创新。所以，当创新的营销策略成功后；当公司业绩越来越好时，就必须要有创新的组织管理机制来维持与扩编，将成功的经验复制，让管理者有动力，被管理者有绩效，达到当有新商品要推广时，可以一呼百诺；风行草偃的快速推动。 学生在2010年接任公司总监以来，凭借老师的教导与所知所学，加上15年以上的业界经验，开始为公司制定一套新营销策略与组织管理架构，我参考与研究了与我们行业有关的”巨额营销策略”、”内部营销策略”、”通路营销策略”与”整合营销策略”，藉由文献提供营销策略与组织管理方法，并分别提出使用其方法来营销管理之公司成功案例，并取得其营销管理之架构并分析研究，最后将综合其理论并加以创新。经过2年的改造与不断的修正，提出符合企业文化；切合相关产业；迎合市场需求的创新营销策略与组织管理架构，并实际运用在公司治理上。 “创新是持续不断的活动”，学生会遵照老师们的谆谆教诲，持续不断的修正、改造与实践。
英文摘要：	Asset management companies in Taiwan offer myriads of products to the market, and because the industry is under the supervision of the Ministry of Economic Affairs, operations mainly consist of the introduction, recommendation, and sales of overseas assets, thereby ensuring both clients and financial advisors a greater degree of autonomy. The trading of financial assets often requires that contracts be signed overseas; therefore, organizational management methods are often highly personalized and less likely to adhere to local appropriate statutes. For this reason, from a positive point of view, financial advisors at asset management firms have a higher understanding of clients’ needs, and clients receive individualized services from personal advisors. In contrast with the centralized management services offered by banks, investment credit companies and integrated brokerage firms, financial advisors at asset management companies are able to serve clients for a longer period of time and also cultivate closer client relationships. From another point of view, however, organizational management at asset management companies in Taiwan is more loosely structured than that of banks, investment credit companies and integrated brokerage firms, business performance is harder to evaluate, and it is more difficult to reproduce and prolong successful business models. Consequently, it is vital that asset management firms in Taiwan be provided with a set of innovative sales strategies and organizational management methods best suited to the particulars of the industry. Innovation is a necessary means of strengthening the competitive force of enterprises that consists of first passively catching up with others, keeping pace with the competition, and ultimately overriding competitors. Peter Drucker contends that “attaining the sales performance of today” must be striven for in conjunction with “making preparations for tomorrow.” Visions of the enterprise two years into the future cannot be put into place three years into the future, if actions are not taken immediately, business conditions in three years will be no different from that of today. If sales are not looking good, in three years the company may be no more. The meaning of business management is to fully assess the status quo, and to build strong foundations for the profits of today and tomorrow. If, in view of maintaining sales goals of the season, equipment investments and personnel training costs are cut down, profits will no longer be assured. The company will lose its driving force, and even go so far as to failing and being eliminated. Kazuo Wada, former president of international retail giant Yaohan once said, “Market development is the process of innovations and eliminations, only by maintaining a powerful driving force and continually making innovations can businesses ensure their own survival.” Organizational management is a random form of creative work that is neither scientific nor seeks positive answers, but is instead “a race to succeed by grasping at opportunities, or otherwise perish.” Financial assets are often indistinguishable from one another, and are less imbued with, for example, the many innovations and patents of the electronics industry. Hence, when innovative marketing strategies prove to be successful and sales performance improves, innovative organizational management must be implemented to maintain and expand business structure, to reproduce successful models, propel the management force, elevate the performance of the managed force, and create an organizational structure in which new products may be placed on the market by a task force that works seamlessly and effortlessly. Since the succession to the position of company director in 2010, I have sought to fully utilize the knowledge received from my honored teachers as well as the experience derived from 15 years in the industry, to formulate a set” of innovative marketing strategies and organizational management structure. In my research, I have referred to strategies of “massive marketing,” “internal marketing,” “channel marketing,” and “integrated marketing” from within the industry, and by analyzing literature on marketing strategies and organizational management methods, attempted to present successful examples of companies that have employed innovative marketing and management strategies, acquired and analyzed their marketing and management structures, and in the end proposed an innovative comprehensive strategy based on their methods. After two years of transformative processes and incessant corrections, I have succeeded in proposing and implementing an innovative set of marketing strategies and organizational management structure that is not only in line with our business culture, but also appropriate to the industry and the market. “Innovations are a continuous activity,” I will adhere to the teachings instilled by my honored professors, and continue on my journey of continuous improvements, modifications and practical applications.
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