Factors Affecting Demand Of The Comercial Banks' Personal Financial Service

China's financial industry is now fully open. With the in-depth financial reform process and the extensive application of information technology, commercial banks traditional business model has been difficult to adapt to the intense market competition. Chinese banks are facing an important strategic transition. To seek and expand business opportunities for profit, all commercial banks generated an unprecedented enthusiasm to intermediate business. That the financial markets have mushroomed is one of the best examples. The development of personal financial business is the inevitable trend of China's commercial banks in enhancing the management level and international competitiveness, is the strategic focus of the banking business and a major source of bank profitability. Personal Financial Services Innovation has greatly improved the competitiveness of commercial banks and its performance directly impact on the operating results of commercial banks and room of survive.Through data analysis, we believe that the urban and rural residents in need of personal financial management. Asset-related features, residents of personal characteristics, cognitive and state and the purchase of experience all catering impact to the residents' behavior to personal financial. Just the level and trends are different. First of all, the personal characteristics of the residents of portfolio choice influential acts. The education variables have a significant positive impact. This shows that other conditions remain unchanged, customer education level, the higher its option to buy the bank's financial products more likely. Variable income coefficient is negative. This shows that other conditions remain unchanged, the higher the income level customers, the choice to buy financial products, the smaller the possibility that this may be due as income, the choice of financial products, the probability of the bank was "back U-type "distribution, meaning that the middle class will be the bank's financial products were mainly demands. Gender and age of these two variables are not significantly affected. Secondly, on the financial characteristics of the product is the cognitive impact of the residents of Personal Financial Bank portfolio selection an important factor. Financial management products for the variable level of understanding of the significant positive impact on the residents to understand more products to choose the greater the likelihood of financial management products. The credibility of the cognitive effects of a significant and positive to show for the residents of the credibility of the bank very important for the credibility of the higher cognitive, and the purchase of its products, the greater the likelihood of financial management. The perception of risk factor and a negative 0.05 in the level significantly, in line with our expectations: the bank's financial products, the greater the risk, the smaller the chance to buy, it is consistent with finance theory and the group's assets. Finally, risk preferences significantly impact on the banks of the residents of personal financial portfolio choice. Risk variables in a significant level of 0.05, and the coefficient is negative, that is to say, as residents preferred to increase the risk, residents of portfolio choice efforts will also increase.