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摘 要
当前，随着国民收入的不断提高，理财意识不断增强，人们越来越关注自身资产的保值增值与结构合理化。购买个人理财产品已成为人们理财的重要方式之一。同时，各大银行及电商平台纷纷发行自己的理财产品，吸引消费者的目光，占领理财市场。很多学者也开始研究各种个人理财产品，包括理财产品设计；产品结构合理性研究；理财产品风险研究；理财产品服务提供研究等等。本文通过对时代龙和小区进行实地调研，对该小区居民购买理财产品的情况进行调查，并结合理论进行分析。希望通过对个人理财产品的研究，了解真正可以影响消费者购买行为的各种因素，并且为个人理财产品设计和服务的改善提供借鉴。
关键词：个人理财产品；调研分析；购买行为
Abstract
At present， with the continuous improvement of national income， the awareness of financial management has been continuously enhanced，and people are paying more and more attention to the preservation and appreciation of their assets and the rationalization of their structure. The purchase of personal wealth management products has become one of the important ways for people to manage their finances. At the same time，major banks and e-commerce platforms have issued their own wealth management products to attract consumers' attention and occupy the wealth management market. Many scholars have also begun to study various personal wealth management products，including wealth management product design; product structure rationality research; wealth management product risk research; wealth management product service research and so on. This paper investigates the situation of residents buying wealth management products in the community through field research on the times and communities，and analyzes them in combination with theory. I hope that through the research on personal wealth management products，I can understand various factors that can affect consumers' purchasing behaviors，and provide reference for the improvement of personal wealth management product design and service.
Keywords：Personal wealth management products; research and analysis; purchase behavior
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