词条 | 中国金融服务市场营销 |
释义 | 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 |
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