商业银行理财产品消费者购买行为的影响因素分析

Analysis on the Factors Affecting Consumer Buying Behavior of Commercial Bank′s Wealth Investment Products

本文以银行数据库中的历史数据为样本,对影响理财产品消费者购买行为的商业银行营销行为因素进行了实证分析。结果表明,营销短消息的发送次数、客户经理的客户管理幅度、金融产品的交叉覆盖度和管理的个人账户金融资产日均余额,是影响银行理财产品购买人数的主要因素,营销短消息的发送次数越多、客户管理幅度越大、产品交叉覆盖度越高,购买理财产品的人数就越多,管理的个人账户金融资产日均余额负向影响理财产品的购买行为。目标客户总量和其他理财渠道渗透率对理财产品购买人数没有显著影响。

This thesis takes historical data of bank database as examples and employs empirical method to analyze the marketing factors affecting consuiner buying behavior of commercial bank＇s wealth investment products. Results show the main factors affecting the number of consumers buying wealth investment products include： the times marketing messages are sent; the span of control of the client manager; the coverage of financial prod- ucts; the average daily balance of financial assets in personal accounts. The more times marketing messages are sent, the larger the span of control is, the wider the coverage of financial products is, the more people would buy wealth investment products. While the higher the average balance of financial assets in personal accounts is, the fewer people would buy wealth investment products. The number of target consumers and the Penetration Rate of other financing channels have no dramatic influences on consumers＇ buying behavior.