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近年来,随着金融理财观念的更新,全球金融服务的互相渗透,使得中国也刮起了一股“理财”热浪。2004年以来,银行理财产品种类、发行款数与资金规模开始急剧膨胀,而且已稳居理财市场的第一位。本调研将从北京地区银行理财产品的消费者出发,采用问卷调查的和采访的形式,结合数据并且针对各种影响消费者理财行为的因素,了解北京地区银行保本收益类理财产品的消费现状,做出整体的研究分析,剖析目前该种理财产品市场的现状及存在的问题。在分析时注重心理偏差的影响,通过科学有效的分析方法,给出对消费者需求的结论及对银行保本收益类理财产品设计的建议。
In recent years, with the renewal of the concept of financial management and the mutual penetration of global financial services, China has also brought a wave of “financial management” heat. Since 2004, the type of financial products for banks, the number of models issued and the scale of funds began to sharply expand, and has ranked first in the wealth management market. Based on the questionnaires and interviews, this research, starting from the consumers of bank wealth management products in Beijing, combined with the data and various factors influencing the financial management behavior of consumers, studied the consumption status of capital preservation income wealth management products in Beijing, Make overall research and analysis, analyze the current status of the financial products market and existing problems. Pay attention to the influence of psychological deviation in the analysis, and through the scientific and effective analysis method, give the conclusion of the consumer demand and the suggestion on the design of the bank’s capital preservation income wealth management product.