本文選題：私人銀行　切入點(diǎn)：理財(cái)產(chǎn)品　出處：《天津大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著我國(guó)個(gè)人客戶持有的可投資資產(chǎn)規(guī)模的不斷擴(kuò)大,私人銀行的競(jìng)爭(zhēng)也日趨激烈。在當(dāng)下國(guó)內(nèi)外私人銀行業(yè)務(wù)競(jìng)爭(zhēng)激烈的市場(chǎng)中,為高凈值客戶提供優(yōu)質(zhì)、專(zhuān)業(yè)的產(chǎn)品和服務(wù)十分必要。本文對(duì)私人銀行業(yè)務(wù)的發(fā)展和高凈值人群的情況進(jìn)行了詳細(xì)地介紹,并指出了國(guó)內(nèi)私人銀行業(yè)務(wù)的前景和存在的問(wèn)題。通過(guò)對(duì)學(xué)者們?cè)谒饺算y行理財(cái)產(chǎn)品相關(guān)研究工作的總結(jié),提出了私人銀行理財(cái)產(chǎn)品感知價(jià)值與高凈值客戶購(gòu)買(mǎi)行為作用關(guān)系的研究?jī)?nèi)容。本文首先對(duì)消費(fèi)者感知價(jià)值領(lǐng)域的研究進(jìn)展和高凈值人群購(gòu)買(mǎi)行為的發(fā)展現(xiàn)狀進(jìn)行綜述。其次,對(duì)私人銀行理財(cái)產(chǎn)品的分類(lèi),現(xiàn)行私人銀行的政策法規(guī)和我國(guó)私人銀行發(fā)展趨勢(shì)進(jìn)行了介紹。在上述理論研究基礎(chǔ)上,提出了私人銀行理財(cái)產(chǎn)品高凈值客戶感知價(jià)值與客戶購(gòu)買(mǎi)行為的多維度構(gòu)成模型。并建立了功能性?xún)r(jià)值、體驗(yàn)性?xún)r(jià)值、感知成本、條件價(jià)值和增值價(jià)值與重復(fù)購(gòu)買(mǎi)、資金轉(zhuǎn)移購(gòu)買(mǎi)和溢價(jià)購(gòu)買(mǎi)之間的15項(xiàng)研究假設(shè)。通過(guò)小樣本調(diào)查,信度分析和效度分析,用分析的結(jié)果和深入訪談的內(nèi)容對(duì)初始問(wèn)卷進(jìn)行調(diào)整優(yōu)化,形成最終的私人銀行理財(cái)產(chǎn)品顧客感知價(jià)值與客戶購(gòu)買(mǎi)行為關(guān)系的調(diào)查問(wèn)卷。通過(guò)探索性因子分析和信度分析對(duì)最終問(wèn)卷中的五個(gè)感知價(jià)值測(cè)量維度進(jìn)行了結(jié)構(gòu)效度和可靠性分析。運(yùn)用多元線性回歸的方法對(duì)私人銀行理財(cái)產(chǎn)品感知價(jià)值的各個(gè)構(gòu)成維度與高凈值客戶購(gòu)買(mǎi)行為之間的影響程度進(jìn)行分析。分析結(jié)果顯示體驗(yàn)性?xún)r(jià)值對(duì)重復(fù)購(gòu)買(mǎi)、資金轉(zhuǎn)移購(gòu)買(mǎi)和溢價(jià)購(gòu)買(mǎi)均都具有顯著的正向影響,私人銀行理財(cái)產(chǎn)品的功能性?xún)r(jià)值對(duì)重復(fù)購(gòu)買(mǎi)和資金轉(zhuǎn)移購(gòu)買(mǎi)都產(chǎn)生了顯著的正向影響,高凈值客戶感知成本對(duì)資金轉(zhuǎn)移購(gòu)買(mǎi)和溢價(jià)購(gòu)買(mǎi)均產(chǎn)生了顯著的負(fù)向影響,私人銀行的增值價(jià)值對(duì)重復(fù)購(gòu)買(mǎi)和溢價(jià)購(gòu)買(mǎi)產(chǎn)生了較為顯著的正向影響。最后對(duì)私人銀行提出了建議,希望私人銀行能夠切實(shí)突出理財(cái)產(chǎn)品的本質(zhì)屬性,打造專(zhuān)業(yè)優(yōu)質(zhì)的理財(cái)團(tuán)隊(duì),加強(qiáng)產(chǎn)品和服務(wù)的風(fēng)險(xiǎn)監(jiān)管,提供更具有針對(duì)性的增值服務(wù)。同時(shí),提出本文研究存在的局限性,由于數(shù)據(jù)采集問(wèn)題,本文對(duì)于樣本數(shù)據(jù)的收集主要采取了訪談及問(wèn)卷方法,這樣可以比較直接、準(zhǔn)確的了解客戶對(duì)于部分產(chǎn)品(服務(wù))的選擇情況,如果后期能夠取得比較全面、準(zhǔn)確的數(shù)據(jù),對(duì)于私人銀行客戶購(gòu)買(mǎi)行為的研究可在本論文基礎(chǔ)上有進(jìn)一步的量化探討。
[Abstract]:With the continuous expansion of the scale of investable assets held by individual customers in our country, the competition of private banks is becoming increasingly fierce. In the current competitive market of private banking business at home and abroad, it provides high quality for high net worth customers. Professional products and services are very necessary. This paper gives a detailed introduction to the development of private banking and the situation of high net worth people. It also points out the prospects and problems of domestic private banking business. The research content of the relationship between perceived value of financial products and purchase behavior of high net worth customers in private banks is put forward. Firstly, the research progress in the field of consumer perceived value and the current situation of purchasing behavior of high net worth people are reviewed in this paper. This paper introduces the classification of financial products of private banks, the current policies and regulations of private banks and the development trend of private banks in China. This paper puts forward a multi-dimensional model of perceived value and customer purchase behavior of private bank financial products, and establishes functional value, experiential value, perceived cost, conditional value, value-added value and repeated purchase. Through small sample survey, reliability analysis and validity analysis, the initial questionnaire was adjusted and optimized with the results of the analysis and the contents of in-depth interviews. This paper forms the final questionnaire on the relationship between customer perceived value and customer purchase behavior of financial products of private bank. Through exploratory factor analysis and reliability analysis, the paper constructs five dimensions of perceived value measurement in the final questionnaire. Validity and reliability analysis. Using multiple linear regression method to analyze the influence between the components of perceived value of financial products of private banks and the purchase behavior of high net worth customers. The results show that the experience. The value of sex on repeated purchases, Both capital transfer purchase and premium purchase have significant positive effects, while the functional value of private bank financial products has a significant positive impact on both repeated purchases and fund transfer purchases. The perceived cost of high net worth customers has a significant negative impact on both capital transfer purchases and premium purchases. The value-added value of private banks has a significant positive impact on repeated purchases and premium purchases. Finally, some suggestions are given to private banks, hoping that private banks can effectively highlight the essential attributes of financial products. Build a professional and high-quality financial management team, strengthen the risk supervision of products and services, provide more targeted value-added services. At the same time, this paper puts forward the limitations of this study, due to the problem of data collection, This paper mainly adopts interview and questionnaire methods to collect sample data, so that we can understand the customer's choice of some products (services) directly and accurately, if we can obtain more comprehensive and accurate data in the later period, The research on private bank customer purchase behavior can be further quantified on the basis of this paper.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F832.2;F713.55

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