商业银行理财产品宁夏客户购买行为的偏好研究

发布时间：2018-04-13 03:20

本文选题：理财产品 + 宁夏　；参考：《宁夏大学》2017年硕士论文

【摘要】：随着我国经济的不断发展,居民生活水平不断的提高,银行金融资产总量迅速增长,加之利率市场化的逐步推进,人们不断追求更高的财富收益。商业银行理财业务自2004年开办以来发展迅速,为商业银行维护客户关系和拓展客户提供了有力的支持,也为投资者提供了一种很受欢迎的投资方式。由于地域、经济、人文等诸多因素的不同,不同地区客户购买理财产品的偏好也不同,本文分析了目前商业银行理财产品的发展历程和理财产品收益率影响因素对客户购买意愿的影响,对商业银行理财产品宁夏客户购买偏好调查问卷进行了研究分析。并结合对A银行理财产品销售数据的分析,探究了宁夏客户对商业银行理财产品的认知状况和购买偏好,总结了宁夏客户购买商业银行理财产品的特点,分析了宁夏商业银行理财产品后续发展需要解决的问题。本文的研究有利于金融消费者深入了解每款理财产品背后的多种影响因素,明确自己的购买需求,选择适合自己的商业银行理财产品。也有利于商业银行更进一步了解客户的真正诉求,针对客户需求提供更专业化,更适合客户的产品,提高客户忠诚度,在银行理财产品市场上占据更大的市场份额。
[Abstract]:With the development of economy, the improvement of living standard, the rapid growth of bank financial assets and the gradual promotion of interest rate marketization, people are pursuing higher wealth returns.The banking business of commercial banks has developed rapidly since its inception in 2004, which provides strong support for the maintenance of customer relations and the expansion of customers, and also provides a very popular way for investors to invest.Because of the differences in geographical, economic, cultural and other factors, customers in different regions have different preferences in purchasing financial products.This paper analyzes the development history of the financial products of commercial banks and the influence factors of the return rate of the financial products on the purchase intention of customers, and makes a research and analysis on the questionnaire of customers' purchase preference of the financial products of commercial banks in Ningxia.Based on the analysis of the sales data of A bank's financial products, this paper probes into the cognition and purchase preference of Ningxia's customers to the commercial banks' financial management products, and summarizes the characteristics of Ningxia's customers' purchase of the commercial bank's financial products.This paper analyzes the problems that need to be solved in the following development of financial management products of Ningxia Commercial Bank.The research in this paper is helpful for financial consumers to deeply understand the various factors behind each financial product, make clear their purchase demand, and choose the appropriate financial products for their own commercial banks.It is also helpful for commercial banks to further understand the real demands of customers, to provide more specialized products for customers, to improve customer loyalty, and to occupy a greater market share in the banking financial products market.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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