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- All Subjects: trust business
- Creators: Chang, Chun
Description随着中国经济过去30多年的高速发展，出现了一大批的高收入人群，他们更注重生活的品质，如追求自然、简约、低调的休闲生活方式，更看重健康生活、自身的身心修养，和提高自身修养的内涵式生活，以及注重子女的内涵气质教育。
同时，具有很强烈地获得心理认同的需求，参加各种以消费和交往为媒介和主体活动的社群或“社交圈子”，在心理和情感上自我获得与其在财富、生活方式以及生活品位等诸方面都类似的群体间的身份认同感和归属感；更看着与其社会阶层相匹配的身份地位、社交人脉、兴趣爱好等。
因此，从运营的角度来看，如何增加上述这些高净值人群对高净值社群的归属感，进而提高其对高净值社群的忠诚度，是高净值社群进一步可持续经营和发展的基石。本研究以上海嘉庭俱乐部为例，在对问卷调查的基础上，通过实证研究，探讨影响高净值社群归属感与忠诚度的关键因素，高净值社群中会员的归属感与忠诚度的关系，会员生活型态的差异使得归属感与忠诚度的影响关系呈现显著的不同。
实证研究表明，“时尚流行”会员较为理性，其更注重休闲风尚；而“优雅休闲与享受尊荣”的会员则偏感性，其相当注重心灵感受与宁静舒适的感觉，强调全家共享以及纯封闭式的会员享受，能够更多地认识到与个人品味和品位相同的人，如对生活品质的追求、价值观、子女教育等；内心更开放、所接受教育程度更高的家庭，在嘉庭会感受到的归属感意识更高、其忠诚度也更高。
同时，具有很强烈地获得心理认同的需求，参加各种以消费和交往为媒介和主体活动的社群或“社交圈子”，在心理和情感上自我获得与其在财富、生活方式以及生活品位等诸方面都类似的群体间的身份认同感和归属感；更看着与其社会阶层相匹配的身份地位、社交人脉、兴趣爱好等。
因此，从运营的角度来看，如何增加上述这些高净值人群对高净值社群的归属感，进而提高其对高净值社群的忠诚度，是高净值社群进一步可持续经营和发展的基石。本研究以上海嘉庭俱乐部为例，在对问卷调查的基础上，通过实证研究，探讨影响高净值社群归属感与忠诚度的关键因素，高净值社群中会员的归属感与忠诚度的关系，会员生活型态的差异使得归属感与忠诚度的影响关系呈现显著的不同。
实证研究表明，“时尚流行”会员较为理性，其更注重休闲风尚；而“优雅休闲与享受尊荣”的会员则偏感性，其相当注重心灵感受与宁静舒适的感觉，强调全家共享以及纯封闭式的会员享受，能够更多地认识到与个人品味和品位相同的人，如对生活品质的追求、价值观、子女教育等；内心更开放、所接受教育程度更高的家庭，在嘉庭会感受到的归属感意识更高、其忠诚度也更高。
ContributorsLi, Hailin (Author) / Gu, Bin (Thesis advisor) / Chen, Xinlei (Thesis advisor) / Chang, Chun (Committee member) / Arizona State University (Publisher)
Created2019
Description
With years of continuous Chinese economic growth and accelerating aging population, better serving the changing demands in wealth management has become the new market development directions. As evidenced in international experiences, the embedded nature of privacy and isolation of managed assets in the trust business have demonstrated built-in consistency with the needs of high-end wealth management and inheritance; hence, trust has become a very fitting vehicle for wealth management. By 2014, total assets under trust management have reached RMB14trillion.
However, there is as yet a massive gap between the current service levels received by high net worth individuals and their requirements; a gap that is adverse in establishing a stable customer service relationship; which eventually hinders the vigorous development of the overall industry.
With modeling the gaps in service levels as the basic foundation, this paper first and foremost starts with the discussion on the issues in listening to service needs. This paper conducted customer surveys in such categories as customer expected and perceived service quality, service level design and standards, service provided in accordance with the design, and service commitment actually fulfilled. By correlation and regression analyses, this paper analyzed the characteristics of high net worth population, concluding that high net worth individuals with different gender, profession, age exhibit varying needs, preferences and other determining factors in wealth management.
This Paper has designed wealth management service standards and value-added asset allocation systems; the Paper has structured a systematic and disciplined framework in wealth management, which serves as a guideline in the implementation of leading wealth management and in the establishment of superior trust management services. It serves as an impetus for the trust industry to thrive as the leader in China’s wealth management domain, enhance industry brand image, accumulate stable customer segments and develop sustainable market core competencies.
However, there is as yet a massive gap between the current service levels received by high net worth individuals and their requirements; a gap that is adverse in establishing a stable customer service relationship; which eventually hinders the vigorous development of the overall industry.
With modeling the gaps in service levels as the basic foundation, this paper first and foremost starts with the discussion on the issues in listening to service needs. This paper conducted customer surveys in such categories as customer expected and perceived service quality, service level design and standards, service provided in accordance with the design, and service commitment actually fulfilled. By correlation and regression analyses, this paper analyzed the characteristics of high net worth population, concluding that high net worth individuals with different gender, profession, age exhibit varying needs, preferences and other determining factors in wealth management.
This Paper has designed wealth management service standards and value-added asset allocation systems; the Paper has structured a systematic and disciplined framework in wealth management, which serves as a guideline in the implementation of leading wealth management and in the establishment of superior trust management services. It serves as an impetus for the trust industry to thrive as the leader in China’s wealth management domain, enhance industry brand image, accumulate stable customer segments and develop sustainable market core competencies.
ContributorsZhao, Nuan (Author) / Wang, Jiang (Thesis advisor) / Gu, Bin (Thesis advisor) / Chang, Chun (Committee member) / Arizona State University (Publisher)
Created2015