The current economic situation affects household investors, who are facing increased market volatility and information asymmetry, so it is crucial to study their investment preferences and asset allocation patterns. This study quantitatively analyzes the investment preferences and asset allocation of household investors. By analyzing the historical market conditions and trading history of household investors, the key factors affecting investment preferences are extracted, and cluster analysis is used to classify investors into risk-averse, neutral, and risk-seeking types. Then, a multivariate regression analysis model of asset allocation ratios is established for different types of investors based on their risk tolerance and return preferences. The study finds that risk-averse investors invest up to 70% of their assets in fixed-income securities, while risk-seeking investors invest approximately 60% of their assets in the stock market. Neutral investors have a more balanced investment of approximately 30% between stocks, bonds, and cash. In summary, this study highlights the individual differences in asset allocation among household investors and calls on financial institutions to consider the individual differences of different types of investors when providing investment products to enhance asset allocation strategies and obtain optimal returns.