Finance Marketing

Author: Wan Houfen
Publisher:
Publish Date: 2003-03-01
Features: With the acceleration of the opening-up of the financial industry, foreign-funded financial enterprises have brought significant challenges to domestic financial institutions with their high-quality services and flexible operations: the demand for financial services is becoming increasingly differentiated, financial products are becoming more diverse, and competition in the financial market is intensifying. Understanding the changing trends and patterns of financial market demand, grasping competitors' movements, and researching marketing strategies and tactics to respond to changes in the financial market are increasingly valued by industry professionals. The publication of Financial Marketing aims to provide a key to unlocking the financial market for today's and future financial professionals.
Guided by the marketing concept and with innovation as its core principle, this textbook systematically and pragmatically examines the financial marketing strategies and tactical choices that financial institutions can adopt to adapt to changing market environments and gain competitive advantages. Building upon the foundational theories and latest practices of financial marketing, the textbook analyzes the marketing environment of the financial market and consumer behavior, elaborates in detail on the capital marketing strategy, image strategy, relationship marketing strategy, competitive strategy, and strategic innovation of Chinese commercial banks in the financial industry. It also introduces the product strategy, pricing strategy, promotion strategy, tangible evidence strategy, process management strategy, and personnel management strategy of financial institutions.
This book can serve as a textbook for financial majors in higher education institutions and is also suitable for financial marketing practitioners.