Study On The High Net Worth Customer Development Strategy Of Guangdong Renewable Energy Industry Fund

Since the 40 th anniversary of the reform and opening-up,China's economy has maintained a double-digit growth rate for most of the time,residents' wealth has grown tremendously,same with the disposable income.At present,private equity funds has become the backbone of China's economic development.The design of the operating model of the customer development,to some extent,determines the overall achievement of private equity funds.For small-scale startup private equity companies,the determination is even more prominent.In China,high-net-worth customers,as the main source of financing for small-scale private equity funds,could be deeply studied about their investment needs and behaviors,where the studies could be valuable for private equity funds seeking to develop high-net-worth customers.This paper uses the documentary research method to explore the theoretical basis for the development of high-net-worth clients of private equity funds.Using sample survey questionnaires,the paper has filtered customers with strong demand of equity investment.During the study,researchers have conducted in-depth interviews and made scientific analysis and investigation.As a result,the important influencing factors for making investment decisions are obtained by inferring general demand from individual demand,and then infer more specific individual demands from the general.The paper has designed the high net worth customer development strategy and its supporting measures for Guangdong Renewable Energy Industrial Fund.The design leveraged the results of questionnaires and in-depth interviews and the status quo of the Fund.The design is conducted with customer relationship management theory,market segmentation theory,life cycle theory and process reengineering theory.The design is divided into four parts,including customer identification,customer positioning,customer classification and customer retention.The design asks for the increase in the investment in human resources and financial allocations.It also asks for the focus on opening up preliminary customer development through the establishment of a specialization of channel development by the financing department,including the establishment and maintenance of cooperation relationships with channel clients,and the establishment of private banking clubs.Together with the financing department,the design asks for the fund being responsible for managing the relationship of high-net-worth clients,including but not limited to holding special investment report meetings and events themed at children's education,healthcare,tourism etc.Whether or not the fund could effectively solve customer development problems is a key factor in determining whether a fund could survive.The paper studies the characters of high-net-worth customers,who is the main source of customers for the initial private equity funds,and specifically studies the investment behaviors and needs of the customer groups.Combining with customer relationship theory,the paper studies the design in four aspects.This model has implications for customer development of start-up private equity fund companies.