中、老年人养老理财产品的需求差异研究及应对措施
Response Measures and Research on the Demand Difference of Financial Products for the Middle-Aged and the Elderly

养老理财市场正蓬勃发展，养老理财的选择和决策受到多方面因素影响，本文从金融行为、知识水平、理财观念、经济收入四个方面论述其对50后至70后中、老年人养老理财的影响。其结果表明具备金融市场参与度高、风险喜好者、投资经验丰富金融行为的人更愿意购买收益性和风险性较高的养老理财产品；而知识水平较高的人往往具备更完整的金融知识，金融知识对于人们的投资行为，养老理财决策行为等也有着正相关影响；是否具备科学先进的理财观念影响着人们的金融行为；经济收入较高的人参与金融市场积极性越高，对风险性资产排斥较低，参与养老理财市场可能性更大。养老投资需求日益旺盛，发展养老理财服务体系，创新养老理财产品迫在眉睫。目前我国养老理财产品发展虽整体状况良好，但是仍存在不足的地方，在个性化、差异化产品服务方面仍需改进，要有针对性地推出养老金融服务。
The pension finance market is booming, and the choice and decision of pension finance are affected by many factors. This paper discusses its influence on the pension finance of the post-50 to post-70 middle and elderly people from four aspects: financial behavior, knowledge level, financial concept and economic income. The results show that people with high participation in the financial market, risk preference and investment experience are more willing to buy pension financial products with high profitability and risk. People with higher knowledge level tend to have more complete financial knowledge, and financial knowledge has a positive impact on people’s investment behavior and pension financial decision-making behavior. Whether there is a scientific and advanced concept of financial management affects people’s financial behavior. People with higher economic income have higher enthusiasm to participate in the financial market, lower exclusion of risky assets, and greater possibility to participate in the pension financial market. The demand for pension investment is booming day by day. It is urgent to develop pension financial service system and innovate pension financial products. At present, although the development of endowment financial products in China is in a good condition, there are still shortcomings in the personalized and differentiated product services, which need to be improved to introduce targeted endowment financial services.