Research On The Factors Of The Choice Of Household Financial Assets

Households are the most basic elements of the social structure and also the main players in the market economy. Household assets serve as an important part of the national economy. With the rapid development of China’s economy in recent years, the household incomes are increasing dramatically and the financial assets are reaching a considerable level. At the same time, there are other changes concerning the households and their assets holding: heightening investment awareness and diversifying assets portfolio. But the households are faced up with many challenges such as narrowing investment channel, lack of investment vehicles, and saving deposit-oriented portfolio. Against such backdrops, it is useful to explore the households’ financial assets allocation and the influencing factorsbehind, because this kind of research can shed light on the ways of value store and appreciation of household assets, the development of financial market and the optimization of resource allocation.The empirical analysis of the influencing factors of family financial asset allocation is based on the review of domestic and foreign literature, using the method of questionnaire, comparative analysis, combining theoretical analysis with empirical analysis, descriptive analysis and econometric analysis, and based on the data of South of Jiangsu which is the developed area of Yangtze River delta.Firstly, through the analysis of the macro data, changes in household assets total amount, structure features and assets investment, a series of problems have been found,such as household savings still occupying a larger proportion of financial assets, and the single investment structure etc.. Secondly, we use a questionnaire survey method to obtain the micro data of South of Jiangsu resident families, and analyze the influencing factors. The paper found that the income of family, the life cycle, the education and the real estate situation will have an impact on the household financial asset portfolio. Finally,the paper puts forward to the corresponding policy recommendations.