Research On The Influencing Factors Of Consumers' Buying Attitudes Of Partial-equity Sub-new Funds

China's economy is developing rapidly,and residents' wealth is increasing.On April 27,2018,the China Banking Regulatory Commission officially issued a guidance document on Guiding Opinions on Regulating the Asset Management Business of Financial Institutions,' followed closely by a series of supporting facilities.The new framework and new norms.The advent of the new era of asset management can be regarded as a milestone for the asset management industry to return to the origin of "valet wealth management" and also put forward new requirements for various financial institutions.Commercial banks are the asset management industry."Big Brother",one year after the new regulations were released,how to break the principle of financial products "capital protection and high interest rates" without reducing the market share of asset management business has become a hot topic of discussion.Is the bank's own accelerated launch of net worth wealth management products? Securities public equity funds cooperate to complement each other?In order to increase intermediate income,large commercial banks spare no effort to provide value-added products to investors.Considering the bank's own funds and technical strength,as a regional commercial bank's wealth consultant,it tends to work with professional public fund companies.Cooperation to guide customers to invest in public funds.As the funds are getting more and more attention,the marketing problems of stock funds have gradually exposed.What factors influence purchasing decisions' specific subject,both theoretical value,but also has practical significance.In 2019,China's capital market has entered a "new era".The establishment of the science and technology board,the marketization of loan interest rates,the further opening up of peripheral markets,the release of liquidity by the central bank many times,and the implementation of new asset management regulations in 2018.All have laid the foundation for the development of partial stock funds.In recent years,China's asset management industry has continued to grow both in size and number.The asset management scale of other asset management companies such as banks,securities companies,fund management companies,etc.has also been expanding rapidly.According to statistics from China Securities Investment Fund Association,at the end of 2018,the management scale of various fund companies has steadily increased,of which the management scales of E Fund,Boshi,Huaxia,and Harvest are all more than 200 billion.In the future era of large capital management,as a It is necessary for a professional wealth adviser to know thecurrent development status of the fund industry in detail,to fully study the purchase behavior of relevant fund consumers,and to promote and improve the development and progress of the industry accordingly.Based on the research of consumers' purchase behavior,this article summarizes the factors affecting the purchase behavior of partial stock fund founders at home and abroad,further expands,and divides according to the degree of importance.Law,in order to summarize the factors affecting the purchase behavior of partial stock fund citizens,in order to achieve the right products to the right users.Through models,questionnaires,and quantitative analysis,a large amount of data was collected to obtain the main factors that affect the purchasing behavior of publicly-raised funds,and the relationship and influence of each factor were researched by regression analysis in order to achieve a deeper understanding of customers.The main influencing factors obtained by the research can be used to guide actual work.The specific method is: according to these main influencing factors,the fund products suitable for most customers are screened out,and according to the specific needs of customers,individual fund products are screened.The two types are matched with each other to improve work efficiency and achieve the effect of guiding ordinary investors to change investment channels and assisting their own intermediate business.The main conclusions drawn from the relevant analysis and summary are as follows: First,in China's stock fund market,the past performance of the fund and the income of the fund manager as a background variable of the fund have a significant impact on investor behavior;Second,the investor's background(including age,income,education level,etc.)has a significant impact on their purchasing behavior;third,the level of income that the individual investor can freely control,and the expected return on the partial stock fund purchased And its own ability to withstand unpredictable risks will also have a significant impact on its purchasing behavior,and there are significant differences between different investors.Finally,this article in the last chapter is aimed at current financial institution reform,fund market supervision,personal investment The following three policy recommendations are made in three aspects of education for educators:support the reform and development of professional financial institutions,strengthen the supervision of individual investors' purchase behavior,and provide risk warnings to individual investors.