中国金融服务市场营销
2011-4
上海社会科学院出版社有限公司
[澳] 奥[Oh，K.B.]，[澳]德登[Durden，G.]，陈
210
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.
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.
Preface
PART ATHE CHINESE MARKET
Chapter 1China's Financial Sector
1.1Introduction
1.2Marketing financial
services
1.3Financial system
1.4Chinese capital
markets
1.5Financial institutions
1.6Financial assets
1.7Book structure
Chapter 2China's Economy and
Demographics
2.1Introduction
2.2Chinese economy -- macro
economic analysis
2.2.1Prospect of
China's economic growth
2.2.2Basic
statistics
2.2.3Financial
institutional lending growth vs.GDP growth
2.2.4Market
economy
2.2.5Market
reform
2.2.6Market
consumerism
2.2.7Financial
sector reform
2.3Economic development
analysis
2.3.1Market reform
and structure
2.3.2Economic
development and challenges
2.3.3Balance of
payment and sustained double surpluses
2.4Population
demographics
2.4.1Floating
population
2.4.2Urban and
rural populations
2.4.3Gender
balance
2.4.4Population age
structure
2.4.5Ethnic
composition
2.4.6Education
level
2.4.7Household
population
2.5Conclusion
Chapter 3Individuals Market
3.1Introduction
3.2Individual demand
3.3Age, life cycle and
savings
3.4China's household income and
banking profile
3.5China's household financial
services
3.6Consumer sentiment
3.7Consumer preference
differences
3.8Regional comparison of
household financial assets mix
3.8.1Composition of
household financial assets
3.8.2Composition of
the per capita financial assets
3.8.3Urban and
rural income distribution
3.8.4Regional
distribution of household financial assets
3.9Forecast of China's
financial services needs
3.9.1Foreign
currency assets and financial products
3.9.2Personal
credit
3.9.3Consumer
credit services and other personal financial products
3.9.4Electronic
banking services
3.10Conclusion
Chapter 4Corporate Banking Market
4.1Introduction
4.2Corporate financial
products
4.3Profile of China's corporate
segment
4.3.1State-owned
enterprises
4.3.2SMEs
4.3.3Foreign-owned
enterprises
4.4Chinese corporate financial
services profile
4.4.1State-owned
enterprises
4.4.2National
SMEs
4.4.3Foreign-invested
enterprises
4.5Enterprise financial service
demand
4.5.1State-owned
enterprises
4.5.2SMEs'
demand
4.5.3Foreign-invested
enterprises
4.6Conclusion
Chapter 5Financial Market Integration and
Competition
5.1Introduction
5.2Financial market
integration
5.3Financial market
competition
5.3.1Foreign
competition
5.3.2Players
5.3.3Foreign banks
customers
5.3.4Foreign banks'
business
5.4Conclusion
PART BFINANCIAL SERVICE MARKETING
Chapter 6Chinese Bank Marketing
6.1Introduction
6.2Marketing financial
services
6.3Marketing strategy
6.3.1Marketing
strategy
6.3.2Positioning
6.4Differentiation
6.5Marketing mix
6.6Strategic alliances
6.7Conclusion
Chapter 7Product and Pricing
7.1Product
7.1.1Product
mix
7.1.2New product
development
7.1.3Product range
strategy
7.2Pricing
7.2.1Pricing of
financial services
7.2.2Pricing
financial products
7.3Conclusion
Chapter 8Promotion and Distribution
8.1Promotion
8.1.1The promotion
mix
8.1.2Forms of
promotion
8.2Distribution networks
8.2.1The delivery
mix
8.2.2Technology
8.3Conclusion
PART CSTRATEGIC MARKETING
Chapter 9Strategic Financial Service
Marketing
9.1Introduction
9.2Strategic management
9.3The strategic marketing
process
9.4Formulation of
strategy
9.5Growth strategies
9.6Marketing strategy
costs
9.7Implementation
9.8Conclusion
Chapter 10Consumer Behaviour
10.1Introduction
10.2Customer service and
value
10.3Customer relationship
management
10.4CRM in Chinese banks
10.5Development of customer
service
10.6Consumer behaviour
10.7Conclusion
Chapter 11Brand Equity
11.1Introduction
11.2Brand equity and its
components
11.3Branding in financial
services
11.4Measuring outcomes of brand
equity
11.5Conclusion
PART DMEASURING MARKETING PERFORMANCE
Chapter 12Marketing -- Finance Nexus
12.1Introduction
12.2Returns from
marketing
12.3Valuing the marketing
function
12.4Marketing value chain
12.5Marketing chain valuation
model
12.5.1Brand
equity
12.5.2Customer
equity
12.6Measuring customer
service
12.7Customer equity (customer
lifetime value -- CLV)
12.8Conclusion
Chapter 13Financial Metrics for
Marketing
13.1Introduction
13.2Measuring marketing
effectiveness
13.3Determining costs and
benefits
13.4Marketing performance
metrics
13.4.1Firm level
returns
13.4.2Marketing
project metrics
13.5Econometric analysis
13.6Real Options
13.7Conclusion
References
这本书前半部分都是在讲中国的金融市场状况，后半部分用营销的4P理论分析金融营销的问题，国内这样的书很少，这本还可以
书本身的专业内容较少，而且不适合做教材