摘要：当前的中国市场上，国民对于理财的概念越来越显著，因而对于理财产品的需求也在逐渐提高。无论是银行、信托公司、债券经销商甚至是各种各样的金融中介都开始不断推出个性化、私人化的理财产品及相关服务，以供投资者进行选择。在日新月异的金融环境下，投资者们究竟是更多的偏向于高收益的利润、低风险的保障或者是私人化定制的系统服务呢？

　　　众所周知的是，当前的中国理财市场可谓是受到了来自四面八方的关注，各行各业都在通过各种途径插足理财产品，旨在理财市场中占有一席之地。市面上炙手可热的余额宝等多项货币基金亦是收到大力追捧。面对各式各样的竞争对手，商业银行的理财产品究竟该如何抵挡强大的攻击，守住自己的市场呢？

　　　此次的论文旨在通过认知探究平安银行系列理财产品的详细情况，根据产品的出售业绩等数据，获取投资者对于市场理财产品的偏好与需求，设想构建创新型理财产品，迎合投资者的需求。

关键字：平安银行 理财产品 投资者偏好

Abstract:In current Chinese market, the nationals have a clearer idea of wealth management products. So their demands for financing products rise gradually. Whatever banks, trust companies, debt dealers, even a variety of financial mediums all begin to introduce individualized and personal wealth management products and relevant services to investors to choose from. In the financial environment which changes rapidly, do investors exactly prefer great profits or low-risk insurance or individualized system services?

　　　It is acknowledged that the current Chinese financial market has been paid attention to from all directions. People from all walks of life participate in wealth management products through various methods to occupy a space for themselves in the financial market. A number of money funds on the market such as Yu E Bao, a popular money-market fund promoted by Alipay have been  vigorously sought after .Faced with a variety of rivals, what on earth could commercial banks' financing products do to withstand powerful attack and hold its own market?

　　　This thesis aims to inquire into the details of financing product series of PingAn Bank through cognition. Get the investors’ preferences and demands to wealth management products, put forward the idea of establishing innovating financing products and meet the demands for investors according to the data such as the sales performance of the products.

Key words:PingAn Bank finance products the demands for investors