居民购买银行理财产品的调查研究
Investigation and Research on Residents’ Purchase of Bank Financial Products

如今，银行理财产品与基金、股票、债券等理财产品的竞争愈加激烈，对居民购买银行理财产品进行调查研究，有助于银行理财产品的发售，进而增强其竞争力。由统计分析可知，居民购买银行理财产品主要存在以下问题：1) 不了解的人数偏多，且了解途径单一；2) 女性对银行理财产品的了解程度明显低于男性；3) 购买金额较少；4) 风险承受能力较弱，不能接受本金出现亏损的情况。从银行角度提出以下优化银行理财产品发售的营销建议：1) 加大宣传力度；2) 关注女性的理财需求；3) 优化产品，提高居民的积极性；4) 提供种类更丰富的保本产品；5) 提高居民的理财意识。
Nowadays, the competition between bank financial products and funds, stocks, bonds and other fi-nancial products is becoming more and more fierce. The investigation and research on residents’ purchase of bank financial products will help to sell bank financial products and enhance their competitiveness. According to the statistical analysis, there are mainly the following problems in residents’ purchase of bank financial products: 1. The number of people who do not know about bank financial products is too large, and the way of understanding is single; 2. Women’s under-standing of bank financial products is significantly lower than men’s; 3. The amount of purchase is less; 4. The risk tolerance is weak, and they cannot accept the loss of principal. From the perspective of banks, this paper puts forward the following marketing suggestions to optimize the sale of bank financial products: 1. Increase publicity; 2. Pay attention to women’s financial needs; 3. Optimize products to improve the enthusiasm of residents; 4. Provide more diversified breakeven products; 5. Improve residents’ financial awareness.