Research On The Investment Strategy Of Founder Securities Company From The View Of Bahavioral Finance

The facts that stock prices plummeted frequently, the crazy "Chasing Shadie", " Sell up Holding Losses", over reaction and other irrational behavior, market unpredictable show that the Chinese investors(including institutional investors and individual investors) in the investment process have the serious psychological and behavioral deviation. In recent years, in after seeing the huge harm of financial storm, people clearly recognize the significant influence of non rational investment on their own and market. Investor sentiment as depicting index of investor irrational behavior, gaining attention of behavioral finance research scholars. Research on investment based on investor sentiment, putting the irrational investors into the rational analysis of tradition, has good reality and prospect of application.Based on the thorough understanding of the gap of the traditional finance and behavior finance, discusses the limited rationality of investors in stock market and the investment psychology and behavior characteristics caused by the deviation; and by the investor sentiment as the research object, combined with the reality of China’s stock market, makes an empirical study on the influence of fluctuation of non rational investment rate of return of stock market; further, adding investor sentiment factor of investment in Founder Securities Company’s traditional industry selection method, gives the selection criteria for new investment industry, effectively applying the theory of behavioral finance to the actual operation; finally to modern investors shall have the investment philosophy gives advice, embodies "the real service for investors" financial service concept of the founder securities company.