Research On The Personal Financial Products' Influencing Factors Of Commercial Banks

In recent years,commercial bank has risen up as the main financial service provider,and bank financial products business has been rapidly developing,pushing China into an unprecedented era.People's financial concept and demands are constantly enhancing and increasingly becoming the huge internal driving force for the development of the financial products market in our country.Therefore,there is a particularly important significance in both terms of academic theory and practical guidance from the research on the financial product benefit rate influence factors.Finding out the key factors influencing financial product performance can provide some reference for enhancing commercial bank product design and risk management level,and also for the investors purchasing or selecting bank financial products.By summarizing individual financial classic theories at home and abroad,a brief review has been made on the development experience and status of domestic commercial bank financial products in the thesis,and the related factors influencing domestic commercial bank financial products benefit rate has been analyzed from the aspects of macro-economic environment,market enviroment,product design and bank financial capacity.Afterwards,the thesis has also collected RMBfinancial product data due and reported during the period from January 1,2010 to December31,2014. Using backbone economic method,a model has been built for an empirical analysis and analysis result explanation on the influencing factors on the actual benefits of our domestic commercial bank financial products. In the end, it is proposed on such basis the conclusion and prospect for the domestic commercial bank financial products market strategy.Through the research, the following development suggestions have been given in thesis:(1)strengthen the cooperation with the financial institutes and improve product system;(2)strengthen individual financial product design and innovation capacity;(3)setout to push commercial bank financial product brand building;(4)strength financial team construction and improve financial personnel business quality.