Personal Finance Product Of Market Demand Research In Commercial Bank

In recent years, China’s financial reform and the breakthrough was made in the interest rate liberalization,domestic commercial Banks have gradually get larger management autonomy. At the same time, along withour country residents personal income level and the rise of the average household financial assets, theresidents awareness of personal finance are also growing, has increasingly become the important businessof commercial bank personal finance products.On the other hand, in the light of the residents financialneeds significantly increased, the convergence of savings products and savings rates are already cannotsatisfy the requirement of the residents personal wealth, the commercial bank personal finance productdesign and development challenges. Therefore, commercial bank personal finance products in the market inorder to meet the demand of residents’ financial management is an urgent problem to be solved.In this paper, based on the related research at home and abroad, first of all, from the definition,classification, characteristic of commercial bank personal finance product definition of related concepts.Then, the demand for commercial bank personal finance products, the questionnaire survey throughstatistical sorting of firsthand material found that:(1) the bank personal finance product issuers, time span,the size of the subscription amount, selection of product types are residents when choosing commercialbank personal finance products need to first consider the factors;(2) the individual investors in buying timefor commercial bank personal finance product, purchase way is also independent of selectivity, but both arealso affected by the issue of bank financing products condition;(3) finance experience customerspurchasing environment of financial products and financial service attitude and a degree of specializationof also have different requirements.Finally through the above analysis, from the perspective of commercial Banks, this paper put forwardreferential Suggestions on commercial bank personal finance products:(1) to subdivide the target customergroups, deep understanding of customer needs;(2) to strengthen the construction of brand and promotingfinancial product innovation;(3) update service concept, strengthen professional personnel training. Inhelping people improve life, improving life safeguard, the inhabitants of the existing assets betterappreciation value at the same time, also designed for financial institutions to invest in urban residents’financial wealth management products provide the reality basis.