美国的财富管理——嘉信案例分析
合集下载
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
» Who really has the power to set prices in a competitive market? Only the consumer.
在一个充满竞争的市场，谁拥有真正的定价权？只有消费者
品牌 – 足以让人觉得我们的佣金溢价是理所当然？
– Account service fees – a quarterly fee for the “privilege” of being a client 账户服务费 – 按季收取，代表的是成为一名客户的“特权”
» Small clients being charged a fee
小客户被收费
» In 2004, even large clients were meant to be charged a fee
在2004年，就算是大客户也要被收费
22
Career highlights at Schwab – four phases 在嘉信时期的职业亮点 – 四个阶段
» Personal experience as a client 作为客户的个人体验
– Used Schwab as a typical new, “do it yourself” investor – and loved it versus my prior broker 像一个典型的“自力更生型”新投资者那样使用嘉信 – 喜爱嘉信的程度超过既往经纪商 – Like many, I thought I was a great investor as the markets rose in the 90s 跟很多人一样，上世纪九十年代的市场上扬让我自认为是个伟大的投资者。
The market for investment services, Brand and Customer Loyalty 投资服务的市场、品牌与客户忠诚度 Breadth of business lines 业务线的广度
2
1
John Clendening Background John Clendening背景简介
» San Francisco area – an additional “plus” 旧金山地区 – 额外的“加分因素”
20
Career highlights at Schwab – four phases 在嘉信时期的职业亮点 – 四个阶段
» Co-architect of the turnaround of the retail business (2004-2005) 零售业务柳暗花明的共同缔造者 (2004-2005)
– How do you think about brand equity? 您对品牌资产的理解是什么？
» What defines it?
如何界定？
» Consider your personal favorite brands – what makes them different, better, special? » What defines your brand? Makes it unique?
Wealth Management in the US 美国的财富管理
A Personal Journey in a career at Charles Schwab 嘉信案例分析
John Clendening
Agenda 主要课题
» » » » » » Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点 Brief History: Four phases 嘉信简史：四大阶段 Chuck and Schwab Culture 查克与嘉信文化 John Clendening Background John Clendening背景简介
41chuckschwabculture查克与嘉信文化42chuckman绝无仅有的查克43chuckman绝无仅有的查克rebel斗牛士反叛者44chuckman绝无仅有的查克innovativethinkerdeepthinker创新而深刻的思想者45chuckman绝无仅有的查克markets掌握市场的大师46chuckman绝无仅有的查克unparalleledinvestor举世无双的投资者47chuckman绝无仅有的查克schwabbiesthroughpersonaltouch运用个人魅力获得所有嘉信人的爱戴48differentiatedculture与众不同的文化individualinvestor始终与个人投资者站在一边49differentiatedculture与众不同的文化goldenrulethroughclientseyes凡事都要透过客户的眼睛这条黄金准则50differentiatedculture与众不同的文化whendonerightchangepeopleslivesfromonewhohassomewealthworldeconomy投资如果举动正确有能力改变人们的生活从一个靠工资度日的人到拥有一些财富并对世界经济有一定话语权的人
» Schwab leaders in my eyes: major characteristics 我眼中的嘉信领袖：主要特质
– Client centered 以客户为中心 – Understand marketing 理解市场 – Long term thinkers 长期型思维
– Bold and considered risk takers 勇敢而审慎的风险承担者
14
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» One of the few brands in financial services with brand equity – though needed refreshing 金融服务业当中为数不多的几个拥有“品牌资产”的品牌 – 尽管需要不断刷新
6
John Clendening Background – Brief Bio John Clendening背景简介
» Packaged goods at Coca-Cola and Frito-Lay 包装食品业：可口可乐和菲多利 (世界休闲食品最大的制造与销售商)
7
John Clendening Background – Brief Bio John Clendening背景简介
» Strong talent – including but not limited to Chuck himself 强大的人才 – 包括但不限于查克本人
17
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» Schwab leaders in my eyes: major characteristics 我眼中的嘉信领袖：主要特质
» Several roles at Charles Schwab 嘉信集团内部多个职位与角色
10
2
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
11
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» Question for you: What are the ideal qualities for leadership? (Please consider your real situation.) 请问各位：领导层应该具备什么样的理想素质 (请考虑公司的实际情况)？
19
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» Who really has the power to set prices in a competitive market? Only the consumer.
在一个充满竞争的市场，谁拥有真正的定价权？只有消费者
品牌 – 足以让人觉得我们的佣金溢价是理所当然？
21
Career highlights at Schwab – four phases 在嘉信时期的职业亮点 – 四个阶段
– How do you think about brand equity? 您对品牌资产的理解是什么？
» What defines it?
如何界定？
» Consider your personal favorite brands – what makes them different, better, special? » What defines your brand? Makes it unique?
– Client centered 以客户为中心 – Understand marketing 理解市场 – Long term thinkers 长期型思维
– Bold and considered risk takers 勇敢而审慎的风险承担者
18
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
12
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» One of the few brands in financial services with brand equity – though needed refreshing 金融服务业当中为数不多的几个拥有“品牌资产”的品牌 – 尽管需要不断刷新
» The business had not yet recovered from the “dot com bust” – presenting opportunity 经济还没有从高技术泡沫爆破中完全恢复 – 呈现的是机会
16
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
请考虑你个人最喜欢的品牌 – 什么因素让它们不同、更好或特别？ 界定你的品牌的是什么？什么因素让你的品牌独一无二？
– The concept of brand equity 品牌资产的概念
13
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» Question is: Why refreshing needed? 问题是：为何需要不断刷新？
3
John Clendening Background – Brief Bio John Clendening背景简介
Education Background: 教育背景：
» Northwestern University – BA 西北大学 – 文学士
4
John Clendening Background – Brief Bio John Clendening背景简介
» Banking at Wachovia 银行业：美联银行
8
John Clendening Background – Brief Bio John Clendening背景简介
» Startups backed by Silicon Valley VCs 受硅谷创投资金支持的创新公司
9
John Clendening Background – Brief Bio John Clendening背景简介
» Brand – enough to justify a pr Nhomakorabeamium?
– Trade commission pricing - $29.95 versus a market that said the price should be $7 to $13 交易佣金定价 - $29.95 – 当时市场认为的价格是 $7 - $13
请考虑你个人最喜欢的品牌 – 什么因素让它们不同、更好或特别？ 界定你的品牌的是什么？什么因素让你的品牌独一无二？
– The concept of brand equity 品牌资产的概念 – Why refreshing needed? 为何需要不断刷新？
15
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
Education Background: 教育背景：
» Harvard Graduate School of Business - MBA 哈佛商学院 - MBA
5
John Clendening Background – Brief Bio John Clendening背景简介
» Consulting at Booz, Allen 咨询业：博思艾伦 (世界顶尖管理和技术咨询公司之一)
» Co-architect of the turnaround of the retail business (2004-2005) 零售业务柳暗花明的共同缔造者 (2004-2005)
» Brand – enough to justify a premium?
– Trade commission pricing - $29.95 versus a market that said the price should be $7 to $13 交易佣金定价 - $29.95 – 当时市场认为的价格是 $7 - $13
在一个充满竞争的市场，谁拥有真正的定价权？只有消费者
品牌 – 足以让人觉得我们的佣金溢价是理所当然？
– Account service fees – a quarterly fee for the “privilege” of being a client 账户服务费 – 按季收取，代表的是成为一名客户的“特权”
» Small clients being charged a fee
小客户被收费
» In 2004, even large clients were meant to be charged a fee
在2004年，就算是大客户也要被收费
22
Career highlights at Schwab – four phases 在嘉信时期的职业亮点 – 四个阶段
» Personal experience as a client 作为客户的个人体验
– Used Schwab as a typical new, “do it yourself” investor – and loved it versus my prior broker 像一个典型的“自力更生型”新投资者那样使用嘉信 – 喜爱嘉信的程度超过既往经纪商 – Like many, I thought I was a great investor as the markets rose in the 90s 跟很多人一样，上世纪九十年代的市场上扬让我自认为是个伟大的投资者。
The market for investment services, Brand and Customer Loyalty 投资服务的市场、品牌与客户忠诚度 Breadth of business lines 业务线的广度
2
1
John Clendening Background John Clendening背景简介
» San Francisco area – an additional “plus” 旧金山地区 – 额外的“加分因素”
20
Career highlights at Schwab – four phases 在嘉信时期的职业亮点 – 四个阶段
» Co-architect of the turnaround of the retail business (2004-2005) 零售业务柳暗花明的共同缔造者 (2004-2005)
– How do you think about brand equity? 您对品牌资产的理解是什么？
» What defines it?
如何界定？
» Consider your personal favorite brands – what makes them different, better, special? » What defines your brand? Makes it unique?
Wealth Management in the US 美国的财富管理
A Personal Journey in a career at Charles Schwab 嘉信案例分析
John Clendening
Agenda 主要课题
» » » » » » Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点 Brief History: Four phases 嘉信简史：四大阶段 Chuck and Schwab Culture 查克与嘉信文化 John Clendening Background John Clendening背景简介
41chuckschwabculture查克与嘉信文化42chuckman绝无仅有的查克43chuckman绝无仅有的查克rebel斗牛士反叛者44chuckman绝无仅有的查克innovativethinkerdeepthinker创新而深刻的思想者45chuckman绝无仅有的查克markets掌握市场的大师46chuckman绝无仅有的查克unparalleledinvestor举世无双的投资者47chuckman绝无仅有的查克schwabbiesthroughpersonaltouch运用个人魅力获得所有嘉信人的爱戴48differentiatedculture与众不同的文化individualinvestor始终与个人投资者站在一边49differentiatedculture与众不同的文化goldenrulethroughclientseyes凡事都要透过客户的眼睛这条黄金准则50differentiatedculture与众不同的文化whendonerightchangepeopleslivesfromonewhohassomewealthworldeconomy投资如果举动正确有能力改变人们的生活从一个靠工资度日的人到拥有一些财富并对世界经济有一定话语权的人
» Schwab leaders in my eyes: major characteristics 我眼中的嘉信领袖：主要特质
– Client centered 以客户为中心 – Understand marketing 理解市场 – Long term thinkers 长期型思维
– Bold and considered risk takers 勇敢而审慎的风险承担者
14
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» One of the few brands in financial services with brand equity – though needed refreshing 金融服务业当中为数不多的几个拥有“品牌资产”的品牌 – 尽管需要不断刷新
6
John Clendening Background – Brief Bio John Clendening背景简介
» Packaged goods at Coca-Cola and Frito-Lay 包装食品业：可口可乐和菲多利 (世界休闲食品最大的制造与销售商)
7
John Clendening Background – Brief Bio John Clendening背景简介
» Strong talent – including but not limited to Chuck himself 强大的人才 – 包括但不限于查克本人
17
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» Schwab leaders in my eyes: major characteristics 我眼中的嘉信领袖：主要特质
» Several roles at Charles Schwab 嘉信集团内部多个职位与角色
10
2
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
11
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» Question for you: What are the ideal qualities for leadership? (Please consider your real situation.) 请问各位：领导层应该具备什么样的理想素质 (请考虑公司的实际情况)？
19
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» Who really has the power to set prices in a competitive market? Only the consumer.
在一个充满竞争的市场，谁拥有真正的定价权？只有消费者
品牌 – 足以让人觉得我们的佣金溢价是理所当然？
21
Career highlights at Schwab – four phases 在嘉信时期的职业亮点 – 四个阶段
– How do you think about brand equity? 您对品牌资产的理解是什么？
» What defines it?
如何界定？
» Consider your personal favorite brands – what makes them different, better, special? » What defines your brand? Makes it unique?
– Client centered 以客户为中心 – Understand marketing 理解市场 – Long term thinkers 长期型思维
– Bold and considered risk takers 勇敢而审慎的风险承担者
18
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
12
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» One of the few brands in financial services with brand equity – though needed refreshing 金融服务业当中为数不多的几个拥有“品牌资产”的品牌 – 尽管需要不断刷新
» The business had not yet recovered from the “dot com bust” – presenting opportunity 经济还没有从高技术泡沫爆破中完全恢复 – 呈现的是机会
16
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
请考虑你个人最喜欢的品牌 – 什么因素让它们不同、更好或特别？ 界定你的品牌的是什么？什么因素让你的品牌独一无二？
– The concept of brand equity 品牌资产的概念
13
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» Question is: Why refreshing needed? 问题是：为何需要不断刷新？
3
John Clendening Background – Brief Bio John Clendening背景简介
Education Background: 教育背景：
» Northwestern University – BA 西北大学 – 文学士
4
John Clendening Background – Brief Bio John Clendening背景简介
» Banking at Wachovia 银行业：美联银行
8
John Clendening Background – Brief Bio John Clendening背景简介
» Startups backed by Silicon Valley VCs 受硅谷创投资金支持的创新公司
9
John Clendening Background – Brief Bio John Clendening背景简介
» Brand – enough to justify a pr Nhomakorabeamium?
– Trade commission pricing - $29.95 versus a market that said the price should be $7 to $13 交易佣金定价 - $29.95 – 当时市场认为的价格是 $7 - $13
请考虑你个人最喜欢的品牌 – 什么因素让它们不同、更好或特别？ 界定你的品牌的是什么？什么因素让你的品牌独一无二？
– The concept of brand equity 品牌资产的概念 – Why refreshing needed? 为何需要不断刷新？
15
Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
Education Background: 教育背景：
» Harvard Graduate School of Business - MBA 哈佛商学院 - MBA
5
John Clendening Background – Brief Bio John Clendening背景简介
» Consulting at Booz, Allen 咨询业：博思艾伦 (世界顶尖管理和技术咨询公司之一)
» Co-architect of the turnaround of the retail business (2004-2005) 零售业务柳暗花明的共同缔造者 (2004-2005)
» Brand – enough to justify a premium?
– Trade commission pricing - $29.95 versus a market that said the price should be $7 to $13 交易佣金定价 - $29.95 – 当时市场认为的价格是 $7 - $13