摘要宏观经济的发展推动了城镇居民人均可支配收入的增长，这为理财市场注入了源源不断的活力。随着生活水平的提高，人们逐步走向小康生活，城镇居民的个人理财意愿愈发强烈。同时，各金融机构推出的个人理财产品也促使了城镇居民购买个人理财产品的意愿发生了改变，更多的城镇居民选择了个人理财产品，但对个人理财产品购买意愿存在差异，个人理财市场依然存在很多问题。通过对吉林省长春市九台区城镇居民个人理财产品购买意愿进行调查，首先本文分析长春市九台区城镇居民个人理财产品购买意愿的基本情况，发现该地区城镇居民对于个人理财产品的购买意识薄弱、购买渠道贫乏、了解浅薄、可供选择的种类较少。其次本文从有关理论研究角度和实证研究角度出发，并根据调查结果得出结论：个人因素、政策因素、产品特征因素和环境因素会对长春市九台区城镇居民的个人理财产品购买意愿产生程度各异、方向不同的影响。最后本文从提高城镇居民个人理财产品购买意识、优化城镇居民个人理财产品信息获取渠道、提升城镇居民个人理财教育、加强城镇居民个人理财产品创新这四个角度出发，对完善长春市九台区城镇居民个人理财产品购买意愿提出对策建议，希望可以为吉林省长春市九台区个人理财市场的未来发展献计献策。关键词：城镇居民；个人理财；理财产品AbstractThedevelopmentofmacroeconomyhaspromotedthegrowthofpercapitadisposableincomeofurbanresidents,whichhasinjectedasteadystreamofvitalityintothefinancialmarket.Withtheimprovementoflivingstandards,peoplearegraduallymovingtowardsawell-offlife,andthepersonalfinancialwillingnessofurbanresidentsisbecomingstrongerandstronger.Atthesametime,thepersonalfinancialproductslaunchedbyfinancialinstitutionshavealsochangedthewillingnessofurbanresidentstobuypersonalfinancialproducts.Moreurbanresidentschoosepersonalfinancialproducts,buttherearedifferencesinthewillingnesstobuypersonalfinancialproducts,andtherearestillmanyproblemsinthepersonalfinancialmarket.ThroughtheinvestigationofthepurchaseintentionofpersonalfinancialproductsofurbanresidentsinJiutaiDistrict,ChangchunCity,JilinProvince,firstly,thispaperanalyzesthebasicsituationofthepurchaseintentionofpersonalfinancialproductsofurbanresidentsinJiutaiDistrict,ChangchunCity,andfindsthattheurbanresidentsinthisareahaveweakpurchaseconsciousness,poorpurchasechannels,shallowunderstandingandfewkindsofpersonalfinancialproductstochoosefrom.Secondly,fromtheperspectiveofrelevanttheoreticalresearchandempiricalresearch,andaccordingtothesurveyresults,thispaperconcludesthatpersonalfactors,policyfactors,productcharacteristicsandenvironmentalfactorswillhavedifferentdegreesanddirectionsonthepurchaseintentionofpersonalfinancialproductsofurbanresidentsinJiutaiDistrict,ChangchunCity.Finally,thispaperputsforwardcountermeasuresandsuggestionstoimprovethepurchaseintentionofurbanresidents'personalfinancialproductsinJiutaiDistrictofChangchunfromthefourperspectivesofimprovingthepurchaseawarenessofurbanresidents'personalfinancialproducts,optimizingtheinformationacquisitionchannelsofurbanresidents'personalfinancialproducts,improvingthepersonalfinancialeducationofurbanresidentsandstrengtheningtheinnovationofurbanresidents'personalfinancialproducts,IhopeIcanoffersuggestionsforthefuturedevelopmentofpersonalfinancemarketinJiutaiDistrict,ChangchunCity,JilinProvince.Keywords:UrbanResidents;PersonalFinancialManagement;FinancialProducts目录摘要............................................................................................................................................IAbstract.................................................
