Bank Financial Products In The Market Segmentation

Market segmentation is the most common method used by manufacturers, in order to expand market share and tap the potential market. As a new investment in financial management, financial products are gradually accepted by investors; which are issued by bank, linked to the corresponding investment products (securities, funds or bonds), and with fixed terms (for example, risk, yield, and the minimum investment amount).In order to effectively find out the status of financial products and perfectly provide for financial products which are in line with the demand of investors, we did market segmentation study of financial products. Through market concentration and financial products issued by Merchants Bank, we have gotten a conclusion before the research of financial products market segmentation. That is, the homogenization is already still due to lack of subdivision. Thus, we achieved the following research and analysis, based on analyzing the factors of purchasing financial products, designing financial products market survey and obtaining the data. So, steps are as follows:Firstly, through screening effectiveness of the survey, filling in missing data and factor analysis, we got11factors and cognitive factors, tendency factor, background factors and product factors are more important than others.Second, we carried out the basic research by using one-dimensional frequency table and two-dimensional cross-table and got the conlusion, that is, the correlation of investment purpose, risk aversion and gender does not exist; income and investment purpose, the ideal yield is not relative; age and the proportion of investment is related; the correlation of investor’s education and the understanding of financial products are still. Then, through logistic model to analyz the correlation of influence factors, it showed:purchase financial products was only correlation with the issuance bank and investors factors (cognitive ability); the type of financial products was no significant logistic relationship of investors factors, the expected investment rate of return, investment period.Finally, through the clustering by two different clustering algorithms based on11factors, we compared the results and got two similar investors classification results. That is, investors had been divided into general type, limit type, radical type conservative.Third, we gave discriminate analysis and empirical analysis by selecting nine indicators of investor groups, and obtain high reliability of the discriminant analysis results. Based on the above research, we provide an exploratory study to supplying financial products and its services more in line with investor demand when new investors enter the market.