关键词: AHP模型, 理财产品, 影响因素, 内容分析法

Abstract: With the implementation of the rural revitalization strategy, the problem of "agriculture, rural areas and farmers" has been further solved. The increase in rural residents忆income provides a new opportunity for commercial banks to further develop financial services in rural areas. In Hefei rural areas, for example, we use content analysis to introduce the main factors that influence the financial product marketing and through the reliability test, it is concluded that the main influence factors are the three aspects of individual citizens, wealth management products and bank, and nine specific factors. Based on the results of this study, an index system of factors influencing the marketing of financial products is established. AHP model is used for empirical analysis, and the weighting coefficient of factors influencing the marketing of financial products in rural areas is obtained. The results show that factors such as residents忆income, returns and understanding of financial products are the most important, followed by convenience and safety of purchase, risks, education level, starting point of financial management, brand and reputation of banks, and service quality of bank staff （from large to small）. Finally, specific suggestions with priorities are put forward.