The Design Of The Finance Consulting Platform Based On The Behavioral Finance

The Internet Finance develops rapidly in recent years, and it endows the financial industry inclusiveness, such as openness, equality, cooperation and sharing, which makes more and more common people are involved in the financial industry. Financial management is no longer the wealthy’s exclusive and becomes a hot topic of the general public, but the limited capacity of finance and investment can’t satisfy the growing consciousness of the personal financial management, so people needs financial knowledge and the financial planner’s professional guidance urgently.Based on the above reasons, the Internet financial management comes with the tide of fashion. The development of the Internet reduces the cost of informational communication and builds a bridge between the financial planners and users who are in different spaces, which makes the investment consulting platform possible to form and develop. However, the number of investment consulting platform is limited in the market at present, and it fails to meet the psychological demands of the users’. Therefore it has not developed rapidly. The users are not used to pay for the consulting services, so the personal financial management consulting platform should be fully analyzed users’ investment psychology and research the users’ financing behaviors to improve the quality of services.This project is a personal financial management consulting platform, which with behavioral finance as the starting point and Sina Financial Planner projects as the carrier, is researched and designed to be in accordance with the users’ investment behaviors and satisfy the consumers’ personal financial investment psychology. In 2014, Sina finance and economics launched the first domestic financial management consulting platform with media-Sina Financial Planner 1.0. The birth of Sina Financial Planner 1.0 is to transform the existing users to the financial customers. Therefore, in the designing process of the platform, the developers main considerate the connection with Sina’s other products, and ignore the users’ behaviors and psychology. Sina Financial Planner 2.0 will mainly focus on customers not brand any more, which aims to design a financing platform to satisfy the mental models of the users.This project mainly has four parts: 1. the designing method and process research of the finance consulting platform based on behavioral finance; 2.the requirements analysis of Sina financial planner platform based on behavioral finance; 3. Website design of Sina financial planner based on behavioral finance;4.App design of Sina financial planner based on behavioral finance. That is, first of all, work out the requirements analysis, designing method and process of the investment financing platform based on behavioral finance, and apply it to the practice of Sina financial planner platform 2.0.