Research On Consumer Purchase Intention And Marketing Strategy Of Commercial Bank Wealth Management Products

In recent years,the overall level of economic development and the increase of disposable income have greatly changed the traditional concept of financial management and spawned new demands of the financial services industry.In recently,the increase in interest rates and the acceleration of the inflation process have accelerated the pace of financial business development.According to statistics,by the end of December 2017,652 banking industries in China have sold nearly one hundred thousand financial products.What are the factors that consumers really pay attention to in a wide variety of financial products?What is the customer demand that the bank should focus on in the process of designing financial products.In the perspective of commercial banks,thisis a serious and urgent problem.Take my company-G branch of the Agricultural Bank of China as an example,wecarry out an empirical study on the influencing factors of financial products.The purpose of this study is to explore an objective,fair and accurate answers to the above problems,and explore the maximum extent to meet customer demands,to promote the smooth expansion of bank financial services.In the course of the study,we use literature induction,case analysis and empirical research,and the commercial bank financial products consumers purchase intention factors is researched as the content.Besides,the data we use is from "Chinese Agricultural Bank G branch customer information system",we carry out empirical analysis of the factors affecting G branch of financial services on basis of extensive survey.According to the research,age,understanding of the product,preservation,the rationality of the financial period,the sale amount,product features significantly impactconsumers purchase will.On this basis,we carry out corresponding sales strategies.There are two innovations of this paper.Firstly,to ensure the authenticity of sample data,and protect the privacy of customers,wecarry out scientific matrix group of income and age,introducing econometric model;Secondly,considering the macro status of Agricultural Bank of China,we focus on microcosmic in the process of factors choice.The inadequacies of the article are the finiteness of the scope of sample selection and roughness of the data analysis methods.The article follows the route of literature review-business status and problem analysis-sample determination-variable determination-empirical analysis-research conclusion-safeguard strategy,provides a complete reference for commercial banks to optimize their business.Besides,the selection of independent variable and dependent variable,the empirical analysis conclusion and the improvement of marketing strategy have certain theoretical and practical guiding significance for domestic commercial banks to optimize the management of financial transactions.