Research On Evaluation Of Commercial Banks' High Net Worth Clients Value Based On Dualistic Value Rong-Jie State

With the economy entering the new normal,China's economic growth has slowed down.The net profit growth of commercial banks,for which it is difficult to maintain a rapid growth in net profit by relying on traditional interest income business,has also dropped.However,the proposal of supply-side reform in the financial field urges commercial banks to develop intermediary business to promote the transformation and upgrading of commercial banks and structural reform.At the end of 2014,the number of high net worth clients whose per capital investable assets totaled more than 1 million had exceeded 1 million.According to the "2016 report of China's private bank" issued jointly by Industrial Bank and Boston Consulting Group,the number of high net worth population,which still increases very steadily,is expected to reach to 3,880,000 million by household in 2020,and the total investable financial assets will account for 51% of China's overall personal wealth,both of which have brought great development space for the commercial banks to provide private banking service to high net worth clients.Along with the escalating financial and non-financial demands of high net worth clients,as well as such increasingly complex psychological and spiritual needs as the constant pursuit for personalization,high quality life and social recognition,the products and services offered by commercial banks cannot satisfy the customer's,which has resulted in reducing satisfaction,low loyalty,high mobility and high churn rate in the high net worth customer.Based on the dualistic value Rong-Jie state theory and customer value theory,in consideration of both the material and psychological needs as well as the characteristics of commercial bank's high net worth clients,this thesis defines the concept of commercial bank's high net customer's value from the customer's angle,constructs the evaluation index system of commercial bank's high net customer value from the perspective of the real value and virtual value dimension,and,by using structural equation model,conducts empirical research on the relationship among each latent variable factor of high net customer value and the effect path.Furthermore,based on the empirical results,the thesis puts forward the strategies and suggestions to improve high net customer value,including promoting commercial bank products and service quality,enhancing customer personalized experience as well as psychological and spiritual needs,and digging and increasing customer value to fully satisfy customer needs,so as to reinforce customer satisfaction,loyalty and stickiness in that commercial banks could develop sustainably.This thesis,based on the dualistic Rong-Jie state theory,redefines the concept of high net customer value from the customer's perspective,constructs the evaluation index system of commercial bank high net customer value from the angle of the two dimensions of real value and virtual value.Besides,in combination with high net worth customer survey data and structural equation model,the thesis analyzes the relationship of the latent variables and empirically analyzes the relationship among path of effect,latent variables and observed variables in commercial bank's high net customer value evaluation index such as the function value,social value,hedonic value.What's more,some countermeasures and suggestions are put forward of certain pertinence and maneuverability in this thesis in the end.