青海大学硕士学位论文
摘要
摘要
近年来，随着我国经济运行的稳中向好和制度体系的日臻完善，我国居民的
财富规模也呈稳健增长态势。在此期间，居民对闲置资金的优化配置需求也日益
高涨。银行作为金融市场中重要的专业运作机构，其开辟出独特的个人理财产品
创设与运作模式，日渐满足了居民对财富的配置需求，使居民逐步对银行理财形
成了“低门槛、低风险、高收益”的认知。但在“资管新规”等监管政策逐步推
进理财产品净值化转型的背景下，居民切实感受到了“买者自负”的压力，其对
银行理财产品的需求在一定程度上会受到冲击。因此，银行应立足于居民的真实
理财需求，不断加以改善产品设计及营销策略，满足居民日益多元的财富配置需
求，同时稳固机构长期以来积累的客户优势地位，从而实现自身经济效益和核心
竞争力的不断提升。
本文以呼和浩特市居民作为研究对象，通过调研数据分析影响居民对银行理
财产品需求的因素，进而为银行个人理财业务提供针对性的改进方向。本文研究
的核心内容如下：首先，本文通过研究相关文献明确影响居民对银行理财产品需
求的四个维度，即居民基本特征、居民认知情况、理财产品特性和银行综合实力
维度，然后以四个维度为基础进行问卷设计并实施；其次，通过调研数据先对居
民认知、购买行为及理财产品需求特点的情况进行描述性统计分析，再通过二元
Logit模型对研究数据进行回归分析，从而实证分析出影响居民对理财产品需求
的因素；再次，将影响居民对银行理财产品需求的因素的表现情况做出说明。一
方面，基于实证研究结论，从居民、理财产品和银行的角度考虑，具体分析各个
因素影响居民理财需求的可能性原因。另一方面，鉴于研究结论以微观和中观视
角对居民理财产品需求影响因素进行了说明，因而本文还以宏观视角，从政治因
素、经济因素、社会因素和技术因素四个方面拓展分析存在的其他影响因素，力
求全面分析本文研究的核心内容；最后，基于研究结论分别从居民、产品和银行
角度出发，提出提升居民对银行理财产品需求的针对性建议。
关键词：银行，理财产品，二元Logit模型，需求影响因素
I

青海大学硕士学位论文
Abstract
Abstract
In recent years, with the steady improvement of our country's economic
operation and the improvement of the institutional system, the wealth of Chinese
residents has also shown a steady growth trend. During this period, residents' demand
for optimal allocation of idle funds has also increased. As an important professional
operating institution in the financial market, banks have developed a unique personal
financial product creation and operation model, which gradually meets the residents’
wealth allocation needs, and enables residents to gradually form a cognition of "low
threshold, low risk, and high return" on bank financial management. However, in the
context of the "new asset management regulations" and other regulatory policies that
are gradually advancing the transformation of net worth of wealth management
products, residents have truly felt the pressure of "caveat emptor", and their demand for
bank wealth management products will be impacted to a certain extent. Therefore,
banks should base themselves on residents’ real financial management needs, and
continuously improve product design and marketing strategies to meet residents’
increasingly diverse wealth allocation needs, while at the same time consolidating their
long-term accumulated customer advantage, so as to realize the continuous
improvement of its own economic benefits and core competitiveness.
This paper takes residents of Hohhot as the research object, analyzes the
factors that affect residents' demand for bank wealth management products through
survey data, and then provides targeted improvement directions for the personal wealth
management business of banks. The core content of this paper is as follows: Firstly, this
paper clarifies the four dimensions that affect residents’ demand for bank wealth
management products by studying relevant literature, namely, residents’ basic
characteristics, residents’ awareness, wealth management product characteristics, and
the bank’s comprehensive strength dimensions, then design and implement the
questionnaire based on the four dimensions; Secondly, through the survey data, first
conduct a descriptive statistical analysis of the residents’ cognition, purchasing
behavior, and demand characteristics of financial products, and then through the binary
Logit model to perform regression analysis on the research data, to empirically analyze
the factors that affect the demand for residents’ financial products; Again, explaining
the performance of factors that affect residents' demand for bank wealth management
products. On the one hand, based on the conclusions of empirical research, considering
II

青海大学硕士学位论文
Abstract
the perspectives of residents, wealth management products and banks, it specifically
analyzes the possible causes of various factors affecting residents' financial needs. On
the other hand, given the research conclusions explain the factors affecting the residents’
demand for wealth management products from the micro and meso perspectives,
therefore, this paper also expands the analysis of other influencing factors from the four
aspects of political factors, economic factors, social factors and technical factors from
a macro perspective, and strives to comprehensively analyze the core content of this
article; Finally, based on the research conclusions, from the perspectives of residents,
products, and banks, we put forward targeted suggestions to increase residents' demand
for bank wealth management products.
Keywords: Banks, Financial products, Binary Logit model, Demand influencing
factors
III
。。。以下略