Research on measuring the bank´s loan willingness based on prospect theory

It is difficult that lower credit rating companies get loans from the bank, an essential reason is that the loan willingness of bank is lower for these companies. Therefore, explore the factors affecting the loan willingness of bank and implement some specific measures, which are conducive to solve financing difficult problem for these companies. We firstly put forward four main factors of which affecting bank´s loan willingness, namely target profit, non-performing loan ratio, value customer ratio, business promotion ratio set by the bank itself, then based on prospect theory, we have measured these factors, and established a simulation model to calculate loan willingness. As a result, with the change of reference point of four main factors, and the change of the upper limit and lower limit of four factors, the bank´s loan willingness will alter accordingly. What´s more, the function curves of bank´s loan willingness are nonlinear and complex. In final, we analyzed reasons for these results briefly.