基于情境效应的银行理财产品开发策略

发布时间：2018-05-05 08:21

本文选题：情境效应 + 银行理财产品　；参考：《西南交通大学》2013年硕士论文

【摘要】：随着近年来国内物价水平不断上涨,人民币的购买力不断下降,同时理财观念不断深化,很多居民开始意识到投资理财的重要性。在众多投资产品中,商业银行理财产品以其风险小、收益稳定等特点受到了很多普通投资者的青睐。尽管由国内商业银行推出的众多银行理财产品近年来在我国得到了很快的发展,但是因为起步比较晚,相对于国外的大银行的理财产品来说,差距仍然较大,尤其是产品的同质性问题。以我国目前的金融发展水平,理财产品的同质性问题还无法根治,在这种情况下,找到一种较为新颖的理财产品开发模式就显得非常的重要。针对这样的现状,本文以行为决策理论为基础,从人们决策行为的角度出发,结合折衷效应、吸引效应和幻影效应这三个情境效应,研究投资者的决策行为,以及情境效应对投资者偏好和决策的影响。在研究中,本文首先根据类似的研究选择了理财产品的收益和风险两个属性来设计实验,然后通过在实验室进行决策实验来收集相关数据,最后对收集到的数据进行非参数检验,得到了研究结论,并对结论进行了归纳和总结。研究的结论表明,吸引效应和幻影效应能够对投资者的决策行为产生影响,投资者在购买银行理财产品的决策中,当产品收益率较高的时候,吸引效应会影响投资者的决策,投资者会更偏好于有诱引产品衬托的理财产品；投资者在购买银行理财产品的决策中,当产品的收益率较高的时候,幻影效应会影响投资者的决策,当幻影产品不能被选择时,投资者会偏好于选择与幻影产品更为相似的理财产品来作为替代。而折衷效应对投资者决策行为的影响在本次研究中没有得到验证。最后,笔者根据研究的结论为银行理财产品的开发提出了四点建议,希望这些建议能够为银行开发理财产品提供新的思路和方法,丰富银行理财产品的组合和类型,从而促进银行理财产品的发展。
[Abstract]:As domestic prices have risen in recent years, the purchasing power of the renminbi has been declining, and the concept of financial management has deepened, many residents are beginning to realize the importance of investment and finance. Among many investment products, commercial bank financial products are favored by many ordinary investors because of their low risk and stable income. Although a large number of banking financial products launched by domestic commercial banks have developed rapidly in China in recent years, due to the relatively late start, compared with the financial products of large foreign banks, the gap is still large. Especially the homogeneity of products. With the current level of financial development in China, the homogeneity of financial products can not be cured. In this case, it is very important to find a relatively new financial product development model. In view of this situation, based on the behavioral decision theory, this paper studies the investors' decision-making behavior from the perspective of people's decision-making behavior, combining the three situational effects of eclectic effect, attraction effect and phantom effect. And the influence of situational effect on investor preference and decision-making. In the research, this paper first selects the income and risk attributes of financial products to design the experiment according to the similar research, and then collects the relevant data through the decision-making experiment in the laboratory. Finally, the nonparametric test of the collected data is carried out, and the conclusions are summarized and summarized. The conclusion of the study shows that the attraction effect and the phantom effect can influence the investors' decision-making behavior. When the product yield is high, the attracting effect will affect the investor's decision. Investors tend to prefer financial products backed by enticing products. In the decision to buy banking financial products, when the yield of products is higher, the Phantom effect will affect the decisions of investors, when Phantom products can not be selected, Investors would prefer a wealth-management product more similar to a phantom product as an alternative. The effect of eclectic effect on investors' decision-making behavior has not been verified in this study. Finally, according to the conclusion of the study, the author puts forward four suggestions for the development of banking financial products, hoping that these suggestions can provide new ideas and methods for banks to develop financial products, and enrich the combination and types of banking financial products. So as to promote the development of banking products.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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