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.
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