Cognitive And Ordinary Resident On The Commercial Bank Financial Services Demand Study

In recent years,benefit from the rapid development of economy and the gradual implementation of structural reform,both the urban residents' personal income and the financial assets of households have grown continuously.Accompanied by a sustained growth of residents' wealth and income,more and more people have the demand for assets maintenance and appreciation.They began to change their financial concpts and invest in personal financial products provided by Banks.It means that the demand for personal finance services has increased gradually,and the industry of China's commercial Banks' personal finance services has broad prospects and huge potential market.Therefore,of this study is to adopt the mode of the combination of theory and empirical,select Hohhot residents as the research object.Using questionnaire survey to obtain relevant information and data,it analyses the Hohhot residents' cognition and demands for personal finance services,as well as the influencing factors.This study considers that some factors related to residents' personal characteristics,family characteristics,income characteristics,cognitive characteristics,product characteristics and bank characteristics will have an impact on residents' personal financial demands.Moreover,through logit model analysis,we found that there are significant differences in the influence degree of various factors.Finally,combining with the results of empirical study and the development experience of developed countries' personal finance services,the targeted suggestions of developing personal finance services for urban residents are proposed.The suggestions are put forward from many points,including financial management concept,market orientation,financial product innovation,personnel training,brand construction,and so on.