Can Japanese Households Changed the Preference from Savings to Investment: Between the Marketing Strategy and Consumer Financial Portfolio Selection

本文从五个角度阐述了日本家庭金融产品的选择行为特征。即：(1)金融服务营销的定义，(2)金融机构给消费者带来的行为变化的影响的营销分析，(3)利用贝叶斯队列分析在时段-年龄-队列结构的组合中对金融投资组合选择的影响，(4)日美金融投资组合选择的比较，(5)雷曼-冲击等负面事件对消费者的影响分析。

In this paper, we clarified the characteristics of choice behavior of Japanese household financial products from the five points of view. That is,(1) Definition of financial services marketing,(2) Marketing analysis of the impact in behavioral changes which financial institutions bring to the consumers,(3) Analysis of the impact on the financial portfolio selection in the composition of period-age-cohort structure using Bayesian Cohort analysis,(4) Comparison of financial portfolio selection between Japan and the United States,(5) Analysis of impact in negative events such as Lehman-shock on consumers.