基于银行理财顾客特征的产品模式创新研究

发布时间：2018-10-14 16:21

【摘要】：基于"感知利益"与"感知风险"权衡视角构建了银行理财顾客识别模型,将银行理财顾客划分为感知高利益—高风险敏感型顾客群体、感知低利益—高风险消极型顾客群体、感知低利益—低风险冷漠型顾客群体、感知高利益—低风险积极型顾客群体。应针对不同类型顾客群体的感知利益与感知风险对于购买意愿综合影响作用的差异、感知利益与感知风险构成维度重要程度的差异及人口统计特征和购买理财产品特征的差异,采取不同的提升感知利益且降低感知风险的创新产品模式。
[Abstract]:Based on the tradeoff between perceived interest and perceived risk, this paper constructs a bank financial customer identification model, which divides the bank financial management customer into perceived high interest-high risk sensitive customer group and perceived low interest-high risk negative customer group. Perceived low-interest-low-risk apathy customer group, perceived high-risk-low-risk positive customer group. We should aim at the difference of perceived interest and perceived risk of different types of customer groups on the comprehensive effect of purchase intention, the difference of the importance of the component dimension of perceived interest and perceived risk, the difference of demographic characteristics and the characteristics of purchasing financial products. Adopt different innovative product models to enhance perceived benefits and reduce perceived risks.
【作者单位】：天津财经大学商学院;中信银行天津分行;
【基金】：国家社会科学基金青年项目(12CGL048)
【分类号】：F832.2

【共引文献】