過去境外結構型商品為銀行財富管理部門帶來了豐厚的利潤，因此成為銀行銷售的主力產品之一，其標榜保本高收益又免稅的訴求，亦吸引了專業法人或一般散戶爭相購買。但經由各種財務工程而規劃出的複雜性結構型商品，因過去我國對其產品本身及銀行的銷售上採極低度管理，使境外結構型商品存在著資訊不對稱、銷售過程有瑕疵，因此當次級房貸及雷曼兄弟倒閉事件的影響下，投資糾紛也暴增。主管機關於2009年7月訂定境外結構型商品管理規則，以加強該商品之金融監理與投資人保護。 本研究針對2009年7月發布之境外結構型商品管理規則前後之法令、2010年個人所得稅法之修正作比較說明，並進一步分析新的管理規則，對銀行推展境外結構型商品業務之現況，再經由分析以銀行所發行之境外結構型商品的案例，說明與建議銀行推展該業務之行銷策略與績效管理。Structured products are one of the fastest growing areas in the financial services industry. With the feature of enhanced return, principal guarantee and tax saving advantage, offshore structured products are extremely popular in both professional and retail investors. Wealth management division promotes these products since the rapid sales bring the higher revenue for banks. As structured products have become increasingly complex in recent years, the development of regulation left behind. Due to information asymmetric and misleading sales practice, thousands of investors filed complaints during the financial turmoil. Following the failure of Lehman Brothers in 2008 and the flow on effects for structured products, the Financial Services Authority has turned its magnifying glass on the sector in the form of review. The Financial Supervisory Commission (FSC) has passed a set of Rules Governing Offshore Structured Products in July 2009, for the purpose of providing better protection for investors and consistent regulation for issuers and sellers of such products. This publication is meant to provide an overview of regulation and marketing practices for offshore structured products in Taiwan financial industry. The first part of the article deals with regulation reform in Taiwan financial service industry, and the following two parts focus on the marketing strategy and prospects in wealth management division for banks. By analyzing real cases, this article provides the guideline for marketing strategy and performance review system.
