中国金融服务 : 市场营销

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

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.

We analyse China's demographics and market conditions for their implications to the corporate marketing function as they pertain to banking.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.