长三角地区城市个人理财需求实证研究毕业论文.doc

毕业论文 （2010届） 长三角地区城市个人理财需求实证研究 摘 要 随着我国经济的持续快速发展，境内居民个人的金融资产快速增长，居民对个人理财需求的意愿逐渐增强。为了了解宁波居民理财需求和影响因素的实际相关情况，本文采用问卷调查形式，以宁波市城区居民为研究对象，对他们的理财需求状况、月收入状况、学历状况、认同感（居民对目前国内商业银行提供的理财服务的认同感）和居民认知偏差状况进行调查，并进行相关分析。结果发现：宁波居民随着月收入的增加，购买银行理财产品的人数或请专业人士帮助理财人数所占比例大体呈倒“V”字型；被调查者的具有的相关性被调查者的关键词：Abstract With the sustained and rapid development of China's economy, financial assets of residents within the borders have been growing rapidly and personal financial needs of the residents will gradually increase. In order to understand the relevance of financial needs of Ningbo residents and the practical factors, this paper uses questionnaire survey form to survey the situation of residents in Ningbo City about the financial needs, monthly income, education status, sense of identity (the residents sense of identity to the current financial services that domestic commercial banks provide), and the cognitive biases of residents. The results of investigation and analysis show that with the month income increases, the Ningbo residents number of buying bank financing products or asking professional personage to help finance appears to pour "V" word on the proportion of people; Degree of respondents and finance demand has generally negative correlation, it shows that the person of low degree has more stronger finance needs; Identification of respondents and financial needs has positive correlation; The cognitive biases such as counter-conformity psychology, speculative psychology, overconfidence, knowledge hallucinations and representative deviation have an important effect on financial needs of Ningbo residents , self attribution and control illusion also have certain effect. Finally, according to the survey results we put forward the corresponding measures from the bank angle and residents themselves angle: segmenting market, grading treat customers; Enhancing service concept, shaping service brand; Creating super finance team; Establishing personal credit system to manage risk; Residents