Study On The Impact Of Consumers' Willingness To Purchase Financial Products

With the development of science and technology,times are getting consumers ' financial awareness continuously to improve,is a growing demand for diversity of banking products,traditional bank financing products have been unable to meet the needs of consumers.Banking traditional financial products purchase amount is fixed starting point,a starting point high limit,duration,fixed physical space at the Bank sold these financial products unintentionally consumer division of some,many consumers away,greatly increasing bank capital channel.Based on the situation of China's large population,according to Bain,statistical data set descriptions and China Merchants Bank,China had 92% people belong to low net long-tailed crowd,holding of the group show the larger,finance is a blue ocean of the target market.In other words,lower financial thresholds,wider range of absorption of financial target customer groups,more financial institutions to get funding source.Meanwhile,the technology continues to progress as well as wealth management products and the multiplicity of its forms and consolidating the Foundation in 2013,launched by Alibaba group "balance of treasure",became the most representative financial products on the Internet,open Internet banking craze,visibility of explosive growth.Since then,more and more financial products appear in people's view of the network.Under the impact of network financial management platform,an increasing number of banks began to realize the importance of network finance development,began to explore network financial path.In June 2015,the Guangdong Development Bank on "opening,sharing and low threshold" inclusive financial philosophy,officially launched its proprietary building direct banking products--GF rice direct bank.This paper from the perspective of CGB meters direct bank,analysis of the finance and banking network of roads,in order to help Chinese banksresist the impact of network financial management platform,rapid establishment of Bank network finance development model based on customer for our network of financial markets provides some theoretical significance.