An Analysis Of Influencing Factors Of Commerical Bank Personal Financing Product Demand

Benefited from the rapid development of China’s economy for more than 30 years,people’s income grew rapidly.In addition,with the development of China’s financial market,personal finance business in recent years is also in the vigorous development and expansion process,a number of banks personal wealth management business profits have become an important part of the overall profit of the bank,and the growth trend is still maintained and accelerated.With the increasing public financial knowledge,as well as the deepening of the concept of financial management,more and more residents are gradually aware of the importance of investment and financial planning.In this context,this paper through the field investigation,taking Shenzhen City,Guangdong Province as an example to the demand of the commercial bank personal financial products to analyze the factors that hope to help China’s commercial banks personal financial products market development have some experience revelation.From the current scholars’ research on the personal financial products of commercial banks,the research is mainly from the different sales stages of personal financial products,focusing on market segmentation,marketing strategy,customer relationship management,pricing research and risk management.The As well as from the point of view of the purchase behavior,quantitative analysis methods are more use of technical acceptance model and structural equation theory to explore.Research on the impact of financial management factors mainly wealth source,life cycle,life goals,risk appetite,product purchase experience,financial knowledge level,wealth management habits,awareness of institutions,loyalty to financial institutions,financial properties and assets configuration.However,there are few literatures on the research on the demand side of individual financial products from commercial banks.Therefore,this paper will obtain first-hand data through practical investigation,and then analyze the influencing factors of the demand of commercial banks’ personal financial products and make suggestions.First,this paper identifies the influencing factors of individual financial products by means of recognizing the personal financial products of commercial banks and the influencing factors of individual financial products,and then analyzes briefly the personal financial characteristics of commercial banks from the aspects of personal basic characteristics,personal investment experience,product factors,transaction cost and service experience,so as to provide theoretical basis for the analysis of this paper.In the empirical study,1009 valid questionnaires were used as the data source.According to the questionnaire data,the Logit model was used to carry out two logistic regression of the research data,and the significant influencing factors of the demand for commercial financial products were obtained,including age,income,education level,expected rate of return,product duration,financial management level and the professional quality of sales referrals.Through the research on the influencing factors of the demand of commercial banks’ personal financial products,this paper draws the conclusion that the survey area is higher,the residents’ education is higher,the population structure is relatively young and the level of general financial management is higher.In addition,the demand of individual financial products in different regions Factors need to be treated differently.In view of the above conclusions,this paper argues that economic and financial development of commercial banks in different areas of personal financial products should be based on the different characteristics of the region to design a reasonable marketing.In the economically developed areas,it is found that the income level,education level,financial knowledge level and the expected rate of return of the product have a "inverted U" relationship with the demand for personal financial products,and the historical rate of return,the level of protection and the impact of transaction costs on the demand is not significant,you can design a reasonable design for personal financial products,improve the bank’s profit sources,increase the competitiveness of China’s financial markets and vitality.