中国私人银行服务需求的经济社会学解释——基于信任机制视角

An Economic Sociology Explanation on Service Demand of Chinese Private Banks—Based on the View of Trust Mechanism

金融服务消费者进行效用最大化选择时的"经济理性"具有丰富的经济社会学内涵,私人银行与客户之间的委托代理关系由正式契约和信任机制等隐性契约共同构建。中国私人银行面临着规模扩张与盈利不佳的问题,如何满足高净值客户的"个性化"需求是难题破解的关键。分析表明,家族主义、社会网络、"人治"传统、制度缺失等中国社会所特有的信任机制,促成了中国高净值人群对于私人银行服务的家业传承需求、社会关系寻求、融资需求、投机偏好和安全感寻求。对于中国私人银行的未来发展,信任观念的培育和制度建设无疑是值得思考的重要问题,但加强风险管理,谨防声誉风险应为当务之急。

This paper presents the consumer＇s ＂economic rationality＂, adopting rich connotation of economic sociology when he makes its utility maximization choice for financial services. The principal-agent relationship between the private banks and the customer is co-constructed by the formal contract and implicit contract such as trust mechanism. Chinese private banks are confronting problem of the scale expansion and poor earnings. How to meet the high net worth clients ＂ personalized＂ requirement is the key to solve the problems. Analysis shows that Chinese special trust mechanism such as familism, social network, ＂rule by man＂, system defect contributed to the Chinese high net worth individuals for property inheritance demand, social relations needs, financing needs, preferences to speculation and security needs. For the future development of Chinese private banks, system construction and trust cultivation an worthy of consideration, but the pressing demand for the private bank is to strengthen the risk management to control the risk of product not to transfer into the reputation risk.