中国金融服务市场营销
中国金融服务市场营销
图书信息
出版社: 上海社会科学院出版社; 第1版 (2011年4月1日)
外文书名: Chinese Financial Services A Marketing Perspective
精装: 210页
开本: 16
ISBN: 9787807458135, 7807458135
条形码: 9787807458135
尺寸: 24.2 x 17.6 x 2 cm
重量: 522 g
作者简介
Dr. Kok-Boon Oh
Dr. Oh is a professional accountant and he has held finance and regional management positions with American and Asian multinational corporations in the Asia Pacific region. The positions he has held in these multinational companies include directorships on their boards, finance director, and general manager. Dr. Oh was formerly the Deputy Head of the Graduate School of Management at La Trobe University in Melbourne. He also teaches finance in the Master of Business Administration program in the Graduate School of Management.Professor Geoffrey Durden
Professor Durden has extensive teaching experience at the postgraduate and post experience levels, including MBA and Masters of Management. His major teaching interests are in International Marketing and Services Marketing. Professor Durden isan active rssearcher and he has published works in a number of international iournels. Professor Durden is the Head of the Graduate School of Management at La Trobe University in Melbourne,Australia.Professor Xuebin Chen
Professor Chert is the Director of the Institute for Financial Studies at Fudan University in Shanghai. Professor Chen is also an Executive Editor of Chinese Finance Review International journal published by Emerald. His research areas are corporate finance and strategy, private equity and venture capital, merger and acquisition.
内容简介
Part A provides an overview of the Chinese economy, financial
markets, demographics and the individual and corporate financial
service sectors. Part B covers the importance and role of
marketing in the dynamic and rapidly evolving Chinese financial
market with an introduction to the Seven-Ps of marketing and
their relevance to Chinese financial services marketing.Part C
addresses the need for strategic marketing in the Chinese
financial service market.Part D addresses the importance of
financial responsibility and accountability in marketing and
applies this concept to marketing.
目录
Preface
PART A THE CHINESE MARKET
Chapter 1 China''s Financial Sector
1.1 Introduction
1.2 Marketing financial services
1.3 Financial system
1.4 Chinese capital markets
1.5 Financial institutions
1.6 Financial assets
1.7 Book structure
Chapter 2 China''s Economy and Demographics
2.1 Introduction
2.2 Chinese economy -- macro economic analysis
2.2.1 Prospect of China''s economic growth
2.2.2 Basic statistics
2.2.3 Financial institutional lending growth vs.GDP growth
2.2.4 Market economy
2.2.5 Market reform
2.2.6 Market consumerism
2.2.7 Financial sector reform
2.3 Economic development analysis
2.3.1 Market reform and structure
2.3.2 Economic development and challenges
2.3.3 Balance of payment and sustained double surpluses
2.4 Population demographics
2.4.1 Floating population
2.4.2 Urban and rural populations
2.4.3 Gender balance
2.4.4 Population age structure
2.4.5 Ethnic composition
2.4.6 Education level
2.4.7 Household population
2.5 Conclusion
Chapter 3 Individuals Market
3.1 Introduction
3.2 Individual demand
3.3 Age, life cycle and savings
3.4 China''s household income and banking profile
3.5 China''s household financial services
3.6 Consumer sentiment
3.7 Consumer preference differences
3.8 Regional comparison of household financial assets mix
3.8.1 Composition of household financial assets
3.8.2 Composition of the per capita financial assets
3.8.3 Urban and rural income distribution
3.8.4 Regional distribution of household financial assets
3.9 Forecast of China''s financial services needs
3.9.1 Foreign currency assets and financial products
3.9.2 Personal credit
3.9.3 Consumer credit services and other personal financial products
3.9.4 Electronic banking services
3.10 Conclusion
Chapter 4 Corporate Banking Market
4.1 Introduction
4.2 Corporate financial products
4.3 Profile of China''s corporate segment
4.3.1 State-owned enterprises
4.3.2 SMEs
4.3.3 Foreign-owned enterprises
4.4 Chinese corporate financial services profile
4.4.1 State-owned enterprises
4.4.2 National SMEs
4.4.3 Foreign-invested enterprises
4.5 Enterprise financial service demand
4.5.1 State-owned enterprises
4.5.2 SMEs'' demand
4.5.3 Foreign-invested enterprises
4.6 Conclusion
Chapter 5 Financial Market Integration and Competition
5.1 Introduction
5.2 Financial market integration
5.3 Financial market competition
5.3.1 Foreign competition
5.3.2 Players
5.3.3 Foreign banks customers
5.3.4 Foreign banks'' business
5.4 Conclusion
PART B FINANCIAL SERVICE MARKETING
Chapter 6 Chinese Bank Marketing
6.1 Introduction
6.2 Marketing financial services
6.3 Marketing strategy
6.3.1 Marketing strategy
6.3.2 Positioning
6.4 Differentiation
6.5 Marketing mix
6.6 Strategic alliances
6.7 Conclusion
Chapter 7 Product and Pricing
7.1 Product
7.1.1 Product mix
7.1.2 New product development
7.1.3 Product range strategy
7.2 Pricing
7.2.1 Pricing of financial services
7.2.2 Pricing financial products
7.3 Conclusion
Chapter 8 Promotion and Distribution
8.1 Promotion
8.1.1 The promotion mix
8.1.2 Forms of promotion
8.2 Distribution networks
8.2.1 The delivery mix
8.2.2 Technology
8.3 Conclusion
PART C STRATEGIC MARKETING
Chapter 9 Strategic Financial Service Marketing
9.1 Introduction
9.2 Strategic management
9.3 The strategic marketing process
9.4 Formulation of strategy
9.5 Growth strategies
9.6 Marketing strategy costs
9.7 Implementation
9.8 Conclusion
Chapter 10 Consumer Behaviour
10.1 Introduction
10.2 Customer service and value
10.3 Customer relationship management
10.4 CRM in Chinese banks
10.5 Development of customer service
10.6 Consumer behaviour
10.7 Conclusion
Chapter 11 Brand Equity
11.1 Introduction
11.2 Brand equity and its components
11.3 Branding in financial services
11.4 Measuring outcomes of brand equity
11.5 Conclusion
PART D MEASURING MARKETING PERFORMANCE
Chapter 12 Marketing -- Finance Nexus
12.1 Introduction
12.2 Returns from marketing
12.3 Valuing the marketing function
12.4 Marketing value chain
12.5 Marketing chain valuation model
12.5.1 Brand equity
12.5.2 Customer equity
12.6 Measuring customer service
12.7 Customer equity (customer lifetime value -- CLV)
12.8 Conclusion
Chapter 13 Financial Metrics for Marketing
13.1 Introduction
13.2 Measuring marketing effectiveness
13.3 Determining costs and benefits
13.4 Marketing performance metrics
13.4.1 Firm level returns
13.4.2 Marketing project metrics
13.5 Econometric analysis
13.6 Real Options
13.7 Conclusion
References