An Empirical Research On The Behavior Of Financial Product Supply And Demand Of Personal Finance Subject

Content：Nearly10years of data show that China’s urban and rural residents’income has doubled, accompanied by a sustained growth of residents’ wealth and income,will generate demand for assets maintenance and appreciation,There is a big contradictionbetween residents’ personal finance huge demand and financial products insufficienteffective supply. Under this background, to research the behavior of the supply anddemand of financial products, and targeted to put forward some suggestions to enhance theability of supply and demand is particularly important.The author adopts the method of combining theory and empirical research andanalysis, as the object of research of personal financial products supply and demandbehavior, according to the analysis of personal financial product supply and demandbehavior of China’s Commercial Banks and urban and rural residents in Nanchang Citypersonal financial investment choice needs questionnaire, using the tools such as Excel2003and Eviews5.0, with the logit model, find personal characteristics, familycharacteristics, income characteristics, cognitive characteristics, financial productscharacteristics, five categories of factors on the degree and trend of personal financeinvestment options, and draw the relevant conclusions on this basis, and then for personalfinancial product supply and demand sides put forward suggestions and measures.This paper argues that there are significant differences in the degree of influence andimportance of the various factors that affect the residents’ financial options. First of all, forpersonal characteristics, the residents finance selected mainly from residents in which age,marital status and in which academic levels, in addition, the impact of gender andoccupation of residents is not high. Secondly, according to the family and incomecharacteristics, main family expenditure ratio and total family income has obvious impacton residential investment choice, personal income, family population, labor,the threefactors of influence is not obvious. Once again, for cognitive characteristics, the level ofunderstanding of financial literacy and able to withstand the amount of loss has obviousimpact on residential investment choice, types of risks for residents to choose financialproducts is not obvious. Finally, for financial product characteristics, the risk of theproduct itself, credibility, investment cycle and personal investment ratio have significanteffects on the residents to choose financial, bank staff degree of specialization, service satisfaction, product capital threshold and gains for residents to choose financial productsis not obvious.In this paper, combined with related conclusions for commercial bank promotion oftheir personal finance business ability put forward four aspects of "innovation" suggestionsand measures; for individual investors to provide "financial awareness, financialmanagement ability, risk education, financial and psychological quality, financial planning"five aspects of the proposal.