Research On Differences In Behavior Of The Urban Household Financial Portfolio Choice In Jiangsu Of China

With the sustained growth of economy, the urban residents’ income level has been improved a lotin Jiangsu province. At the same time the proportion of residents’ household financial assets is risingquickly and the household financial portfolio choice had become more complex. As the most dynamicassets, it has important significance in raising the family income level and social welfare. Research ondifferences behavior of different regional urban residents’ family has very important value. The resultsof the study can optimize the structure of household financial assets to improve property income andnarrowing the income gap.In this background, this paper designs a specific questionnaire, using theoretical analysis,statistical analysis, factor analysis and comparative analysis to analyze the difference and factors ofthe household financial portfolio choice in Jiangsu province. This paper mainly consists five parts.First, through the elaboration of theoretical research about household portfolio choice, based on thedomestic and foreign research and combining with the national conditions and unique regionalfeatures in Jiangsu, we put forward the methods and viewpoints of this article. Second, we study thestatus, trend and configurability feature of the Jiangsu province, It shows that the whole family assetsstructure influenced by many factors，such as gender, education degree and real estate. It presents thetrend of diversification, but still stays at low-level and has extensive structure, which is seriouslyimbalanced internally. Third, compare the household financial assets choice behavior in Southern,Middle and Northern Jiangsu. The differences mainly exist in the residents’ household assets totalamount, the components of financial assets, financial assets choice characteristics, invest preference,as well as cognition. Fourth, analyze the influence factors which lead to the differences behavior ofthe household financial choice in different regions. It came to several findings: economiccharacteristic factors, investment concept factors, cognitive level factors, the investment environmentfactors and social security factor are the main affecting factors. Combining the comparison of thesefive factors, finding out that economic factor is the decision factor which makes the differenthousehold financial choice. Historical and cultural differences，investment concept differences,cognitive level differences, the investment environment differences and social security differencescannot be ignored. At last, the countermeasure and suggestion were given pertinently.