Research On The Marketing Of Personal Finance Products Based On Customer Risk Tolerance

With the continuous improvement of China's economic level and the increasing national wealth,the financial market is constantly improving and developing.As an important channel for the preservation and appreciation of residents' assets.The types of bank financial products range from single to complex,also in the experience of many major changes.Bank financial product is different from bank deposits,because interest is uncertain,Bank financial product is one of the comprehensive investment products in the commercial Banks,and its level of interest and risk control ability directly depends on the bank comprehensive management ability.Because the uncertainty of the interest from wealth management products and even the possible loss of the principal.Since then,the customer has generated a lot of complaints.Through continuous analysis and summary,customers are affected by various factors such as age,income and family,and they have a certain difference in the risk tolerance.And as bank marketers,if they don't treat it differently,there will make a problem obviously.This paper is divided into the following parts:the first part is the introduction,which mainly clarifies the research background and significance.The second part is the theoretical review,which is necessary to carry out the marketing of the customer risk tolerance.The third part introduces the development of personal finance products of foreign commercial Banks,and expounds how to market the products based on the risk of financial products marketing.The fourth section elaborates the current situation and existing problems of personal financial products marketing of commercial Banks in China,especially the mis-marketing methods related to customer risk tolerance.The fifth part is the conclusion,bring forward comments and Suggestions,respectively from the personnel,procedures,laws and regulations,the key purpose is to prevent the occurrence of risk events.