摘要：进入二十一世纪以来，中国居民的人均收入稳步提升，广大居民尤其是财富收入增长迅速的城镇理财需求者急需专业的理财咨询服务来实现个人资产的保值增值。正是在这种背景下产生了商业银行的个人理财产品。这一时期中国银行业的特征是从传统的“借短贷长”的表内业务向中间业务转型。而这个转型过程中对商业银行生存状况起至关重要作用的就是商业银行个人理财业务。因此本文主要以商业银行个人理财业务的需求方为研究对象，目的是分析影响理财需求的因素。我们通过调查问卷的方式获得一手资料，将资料数据进行整合，构建Logistic模型，用SPSS软件，对南京市城镇居民的商业银行个人理财业务需求的影响因素进行统计描述和实证分析，希望掌握最真实的南京城镇居民的理财需求。研究表明，城镇居民的月收入状况的差异及文化程度的差异都会影响他们对于个人理财产品的购买意愿。而银行的金融认知程度，服务水平、环境质量、同期利率波动程度和理财产品的收益率都对居民的理财产品需求有着显著的正向影响。最后分析各个影响因素的显著水平，针对每个因素的影响水平得出相应的发展对策和建议，以期对未来南京市商业银行的个人理财业务的健康有序发展提供一些启示。29150
毕业论文关键词：Logistic模型；个人理财业务；需求；影响因素
Analysis of Influencing Factors of Chinese Urban Residents’ Personal Financial Products of Commercial Banks
Abstract: Since the beginning of the 21st century, Chinese urban residents’ per capita income has risen steadily. The general residents, especially urban residents whose income has  increased dramatically, require Professional consulting services to preserve or increase their assets’ value. It is in this case, the personal finance products arises. This is the important period for the transformation of China's banking industry whose business turns from traditional on-balance sheet items to intermediary business. And it is also an important approach to improve competitiveness and profitability of banks. So how to develop personal financial products will influence commercial banks’ survival conditions directly. So this paper, started from the demand of commercial bank personal financial business, will introduce a question about  commercial bank financing business development present situation ,and get the information by means of questionnaires by using SPSS statistical software.
We use Logistic model of urban residents in China's commercial Banks to count the influence factors of the personal financial management business requirements, trying to grasp the real financial needs of the residents in Nanjing. The state of the research shows that urban residents income differences and education differences will affect their purchase intention for personal finance products. But the bank's service level and environmental quality,  the availability degree of financial products and financial product yields for residents have significant positive influence on purchase intention. Finally, according to the different factors of affecting the level of our country commercial bank inpidual financing business I development countermeasure and the suggestions, in order to the healthy development of Nanjing’s commercial Banks' personal financial management business to provide some enlightenment.
Key words: Personal Financial Product; Requirement；Commercial Banks；Influence factors ；Logistic model
目  录
摘要…1
关键词1
Abstract…1
Key words1
一、导论…2
（一）选题的背景及意义… 2
1．研究背景 2
2．研究意义2
（二）本文的研究内容及创新之处 3
1．研究思路及结构框架3 中国城镇居民商业银行个人理财业务需求的影响因素分析:http://www.751com.cn/jingji/lunwen_24263.html