正版 中国金融服务市场营销 [澳]奥[Oh,K.B.],[澳]德登[Durden

Preface

PART A  THE CHINESE MARKET

  Chapter 1  Chinas 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  Chinas Economy and
Demographics

    2.1  Introduction

    2.2  Chinese economy -- macro
economic analysis

      2.2.1  Prospect of
Chinas 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  Chinas household income and
banking profile

    3.5  Chinas 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 Chinas
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 Chinas 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