摩根资产管理（台湾）营销战略分析

发布时间：2018-01-06 16:13

本文关键词：摩根资产管理（台湾）营销战略分析　出处：《复旦大学》2012年硕士论文　论文类型：学位论文

【摘要】：资产管理是金融服务行业当中最具盈利能力的项目之一,其运营模式在于集合众人资产,透过专业的管理团队投资,并从中收取管理利润。因此,当基金公司所管理资产越具规模,对其收入自然不言而喻。因此,如何吸引投资人,是资产管理公司最主要的课题之一。其中,基金绩效,品牌信赖以及渠道,普遍被认为是影响资产管理公司发展成功与否的要素。本研究以摩根资产管理(台湾)为例,探讨过去十年来,其发展之运营模式以及面临的挑战： 1.品牌的重建：摩根资产管理(台湾),前身为怡富资产管理,为台湾第一家外资资产管理公司。2000年为摩根大通集团并购,并更名为摩根资产管理。投资人对原品牌的信任度以及内外部资源的整合,成为集团重要的挑战。 2.新产品的发展：摩根资产管理产品线过往发展着重于股票型基金的深度与广度。然则历经金融风暴之后,投资人的风险偏好度改变,固定收益型的产品大行其道。摩根改变过往着重于股票型基金的战略方向,致力发展固定收益产品。 3.新渠道的开发：基金公司过去仰赖银行销售的模式,在竞争激烈的环境下,似乎愈到了成长曲线的瓶颈。发展新的渠道,成为刻不容缓的事情。低率利的环境下,寿险公司面临庞大的利差损包袱,发展投连险成为另一种获利来源。资产管理公司的投资专长搭配寿险平台的保障,不仅成为投资人的新宠,也替基金公司另辟一条新大道。最后根据研究探讨之结果实证,与课堂所学相互验证检讨,提出相关建议与方向,期待作为本公司未来战略拟定方向之参考。
[Abstract]:Asset management is one of the most profitable projects in the financial services industry. Its business model is to pool assets, invest through a professional management team, and earn management profits. Therefore, how to attract investors is one of the most important issues of asset management companies. Among them, fund performance, brand trust and channels. It is generally considered to be an important factor affecting the success of asset management companies. Taking Morgan Asset Management (Taiwan) as an example, this study explores the business model and challenges faced by Morgan Asset Management in the past decade: 1. Brand Reconstruction: Morgan Asset Management, formerly known as Jardine Asset Management, is the first foreign asset management company in Taiwan. In 2000, it was the acquisition of JPMorgan Chase Group. And renamed Morgan Asset Management. Investors' trust in the original brand and the integration of internal and external resources has become an important challenge for the group. 2. Development of new products: Morgan Asset Management Product Line has focused on the depth and breadth of equity funds in the past, but investors' risk appetite has changed after the financial turmoil. Fixed-income products are in vogue. Morgan refocused on the strategic direction of equity funds and focused on fixed-income products. 3. Development of new channels: fund companies used to rely on the model of bank sales. In a competitive environment, it seems that the bottleneck of the growth curve is growing. Under the environment of low rate and profit, life insurance companies are faced with huge burden of loss of interest margin, and the development of investment insurance has become another source of profit. The investment expertise of asset management companies is matched with the protection of life insurance platform. Not only become a new favorite of investors, but also for the fund to open up a new avenue. Finally, according to the empirical results of the research, and the classroom learning mutual validation and review, put forward the relevant suggestions and directions, looking forward to the future strategy of the company as the direction of reference.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F831.2;F274

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