【作者】 刘冰；

【导师】 任达；

【作者基本信息】 天津大学 ， 应用经济学， 2014， 硕士

【摘要】 随着我国个人客户持有的可投资资产规模的不断扩大,私人银行的竞争也日趋激烈。在当下国内外私人银行业务竞争激烈的市场中,为高净值客户提供优质、专业的产品和服务十分必要。本文对私人银行业务的发展和高净值人群的情况进行了详细地介绍,并指出了国内私人银行业务的前景和存在的问题。通过对学者们在私人银行理财产品相关研究工作的总结,提出了私人银行理财产品感知价值与高净值客户购买行为作用关系的研究内容。本文首先对消费者感知价值领域的研究进展和高净值人群购买行为的发展现状进行综述。其次,对私人银行理财产品的分类,现行私人银行的政策法规和我国私人银行发展趋势进行了介绍。在上述理论研究基础上,提出了私人银行理财产品高净值客户感知价值与客户购买行为的多维度构成模型。并建立了功能性价值、体验性价值、感知成本、条件价值和增值价值与重复购买、资金转移购买和溢价购买之间的15项研究假设。通过小样本调查,信度分析和效度分析,用分析的结果和深入访谈的内容对初始问卷进行调整优化,形成最终的私人银行理财产品顾客感知价值与客户购买行为关系的调查问卷。通过探索性因子分析和信度分析对最终问卷中的五个感知价值测量维度进行了结构效度和可靠性分析。运用多元线性回归的方法对私人银行理财产品感知价值的各个构成维度与高净值客户购买行为之间的影响程度进行分析。分析结果显示体验性价值对重复购买、资金转移购买和溢价购买均都具有显著的正向影响,私人银行理财产品的功能性价值对重复购买和资金转移购买都产生了显著的正向影响,高净值客户感知成本对资金转移购买和溢价购买均产生了显著的负向影响,私人银行的增值价值对重复购买和溢价购买产生了较为显著的正向影响。最后对私人银行提出了建议,希望私人银行能够切实突出理财产品的本质属性,打造专业优质的理财团队,加强产品和服务的风险监管,提供更具有针对性的增值服务。同时,提出本文研究存在的局限性,由于数据采集问题,本文对于样本数据的收集主要采取了访谈及问卷方法,这样可以比较直接、准确的了解客户对于部分产品(服务)的选择情况,如果后期能够取得比较全面、准确的数据,对于私人银行客户购买行为的研究可在本论文基础上有进一步的量化探讨。更多还原

【Abstract】 With the continuous expansion of the scale of investable assets held by individuals, private banks are becoming increasingly competitive intense. In the current domestic and international private banking fierce market competition, high quality and professional products and services are necessary for high net worth clients.The development and situation of private banking and high net worth individual are introduced in detail, and prospects and problems of the domestic private banking and issues are pointed out. The research works of private banking financial products for scholars are summarized. And research content of effect relationships of private financial products perceived value and high net worth clients purchase behavior is proposed.The classification of private bank financial products, policies and regulations of private bank and the development trend of China private banking are introduced, firstly. And then, the research progresses of consumer perceived value and the current status of development of high net worth individual are reviewed. On the basis of above relevant theories, the multi-dimensional model of private financial products to high net worth customers perceived value and customer purchase behavior is proposed. Meanwhile, 15 research hypothesis between functional value, experiential value, perceived cost, conditional value, added value and repeat purchase, funds transfer purchase, premium purchase are established.Adopting the analysis method of small sample surveys, reliability analysis and validity analysis, this essay adjusts and optimizes the initial questionnaire with results of the analysis and in-depth interviews, and forms final questionnaire of the relationship of private financial products customer perceived value and customer purchase behavior. With the help of exploratory factor analysis and reliability analysis, the construct validity and reliability of five dimensions of perceived value are analyzed. We use multiple linear regression analysis to test the influence degree of private financial products perceived value and high net worth clients purchase behavior.The result of analysis illustrates that experiential value has a very significant positive impact on the repeat purchase; funds transfer purchase and premium purchase. Functional value of financial products for private banking has a positive significant effect on the repeat purchase and funds transfer purchase. Perceived cost of high net worth clients has a negative significant impact on the funds transfer purchase and premium purchase. Added value of private bank has a positive significant effect on repeat purchase and premium purchase.The suggestions for private bank are proposed. We sincerely hope that the private bank could highlight the essential attribute of financial products, build professional quality financial team, strengthen risk-based supervision of products and services, and provide targeted value-added services. Meanwhile, the limitation of this research is proposed, due to problems of data collection, we have adopted the interview and questionnaire method to collect data for samples. In this way, the choice situation of part products(services) could be understood directly and accurately for customers. If we will be able to obtain a more comprehensive and accurate data later, the research of private banking customer purchase behavior can be discussed quantitatively on the basis of this research works.更多还原