浅析零售银行业务的四个变量

零售银行业务可简单地描述为：客户经理通过一定的营销渠道，把金融理财产品或服务传递给个人客户，即这样一个流程：客户经理——金融产品或服务——营销渠道——客户。这里共涉及4个变量：客户经理、金融产品、营销渠道以及客户，以下从这4个变量入手，对分支机构的市场营销工作进行规划。     

关于国内商业银行产品创新及营销的思考

随着金融业对外开放步伐的加快．外资金融企业以其优质的服务产品、灵活的经营给我国金融企业带来了巨大的冲击。因而．国内商业银行的产品创新及其营销工作也日益成为各商业银行关注的重点。本文在主要剖析当前国内商业银行产品管理及营销工作中存在的意识问题、研发问题及管理问题的基础上，通过介绍国外商业银行在产品创新和营销中的先进做法，提出了现阶段国内商业银行在产品创新及营销领域的一些改革构想．即确立产品创新及营销的经营理念、明确产品战略定位、建立矩阵式的产品管理体制及实施全行产品统一研发和综合营销。     

O2O趋势下消费者产品需求特性变化与营销策略

4G技术的发展和智能手机的普及,使得传统的、基于营销信息不对称的市场营销策略与手段,逐渐在O2O营销模式下失去了对消费者的话语权,消费者更关注购买的便利性、时间成本的节约性等,形成了基于产品的主动分享、自动记忆、互动娱乐等产品特性需求,更加关注产品的沟通性、信息性、娱乐性。O2O下,营销模式、营销策略发生深刻变化,产品的情趣化、探索性、互动性将成为产品策略的核心,消费者价格预期更具分量,互动营销成为主流,全渠道趋势特征凸显,客户关系管理更有针对性和高效率。     

我国商业银行金融产品营销研究综述

随着技术的进步和发展,我国金融行业进入了一个新的时期,为商业银行金融产品的营销带来了机遇和挑战。文章先后对商业银行金融产品营销的特点以及存在的主要问题进行了综述,得出目前我国商业银行在金融产品营销上存在营销渠道结构不够合理,缺乏技术创新型和时代性等问题,而后根据存在的问题对探索新的营销策略进行综述,最后根据国内外学者对这类问题的研究得出对我国商业银行金融产品营销的启发,以期为后续金融产品的营销提供理论支撑并奠定基础。     

强化营销职能 深化网点转型

本文结合农业银行基层网点转型的原则目标与网点工作的实际,从产品开发与准备工作、营销渠道、营销方式三个角度进行挖掘,以强化基层网点的营销职能,凸显网点金融产品营销主战场的地位。     

全方位构建银行立体营销新模式

立体的营销体系，强调营销理念、营销渠道、营销品牌和文化的多维度覆盖，有利于商业银行构建长远和短期的营销策略，从产品服务的创新到企业文化的人文关怀，对客户进行全程维护和拓展。     

电力行业仪器仪表的营销新模式探讨

电力行业仪器仪表产品有效的营销模式,可以使仪器仪表企业获得更大的竞争优势,击败竞争对手,提升仪器仪表企业的营销能力,实现仪器仪表企业销售目标,促进仪器仪表企业发展。因此本文基于营销模式理论基础上从产品营销、渠道营销、促销、网络营销四个方面建立其营销新模式。     

关于国内商业银行产品创新及营销的思考

随着金融业对外开放步伐的加快,外资金融企业以其优质的服务产品、灵活的经营给我国金融企业带来了巨大的冲击。因而,国内商业银行的产品创新及其营销工作也日益成为各商业银行关注的重点。本文在主要剖析当前国内商业银行产品管理及营销工作中存在的意识问题、研发问题及管理问题的基础上,通过介绍国外商业银行在产品创新和营销中的先进做法,提出了现阶段国内商业银行在产品创新及营销领域的一些改革构想,即确立产品创新及营销的经营理念、明确产品战略定位、建立矩阵式的产品管理体制及实施全行产品统一研发和综合营销。     

基于Web的产品战略地图系统

产品作为商业银行的核心竞争力,在竞争激烈的金融市场中作用尤为重要。现代营销理念认为成功的营销就是要找到产品、客户、渠道、的结合点。为了进一步提升产品创新能力、畅通产品沟通渠道、支撑前台营销能力,农业银行浙江分行研发了产品战略地图系统,以实现为客户找产品、为产品找客户的战略目标,从而帮助客户经理更快、更全面地找产品、分析产品、营销产品。     

我国基金营销问题探析——基于家庭金融资产选择理论

本文通过回顾基金营销的相关研究,结合家庭金融资产选择理论,分析指出我国基金营销在产品结构和渠道现状两个方面存在问题：基金现有产品中股票型基金等高风险产品占比过高,将近70%,而债券型、货币型和保本型等低风险产品供给不足,这与我国家庭对金融资产需求结构不一致;渠道方面存在直销渠道客户覆盖面小,券商渠道的基金销售会挤占券商的集合理财业务和经纪业务收入而导致券商各营业部销售不力,商业银行理财产品的推出导致基金销售的利益驱动大幅度下降。因此,应调整产品结构,增加低风险和无风险基金产品的供给,同时需大力拓展渠道范围。     

提高信用卡营销渠道效率研究

本文用经济学原理来分析信用卡营销渠道行为。文章指出销渠道是一串合约,分析渠道行为应该站在合约关系的角度上来分析。在目前各大国有商业银行内部市场没有充分建立这一市场环境下,这种合约关系主要表现为一种考核关系。目前信用卡市场上存在的大量的机会主义行为实质上是信息不对称下的败德行为。因为缺乏准确的考核信息,对一线客户经理的考核指标与集体的目标不一致,造成营销渠道效率降低。应通过更加精确的考核,来解决信息不对称的问题,提高渠道效率。本文给出了具有实质意义的方案来解决目前信用卡市场上存在的大量无效卡、睡眠卡的问题,并对该方案做了深入探讨。     

The term structure of mutual fund herding

This paper investigates institutional herding behaviours in the U.S. Treasury market. We find that the level of herding is higher for bonds with a longer time to maturity and this pattern is significant only for buy herding, not sell herding. This term structure of herding is stronger for funds with a shorter investment horizon. These patterns remain strong for Treasury Inflation-Protected Securities and for Treasuries with high coupon rates. Overall, our findings support investors' short-termism as a channel for the term structure of herding and are inconsistent with other herding explanations, such as spurious herding, reputational concerns and information cascades.     

Mapping your competitive position

A price-benefit positioning map helps you see, through your customers' eyes, how your product compares with all its competitors in a market. You can draw such a map quickly and objectively, without having to resort to costly, time-consuming consumer surveys or subjective estimates of the excellence of your product and the shortcomings of all the others. Creating a positioning map involves three steps: First, define your market to include everything your customers might consider to be your product's competitors or substitutes. Second, track the price your customers actually pay (wholesale or retail? bundled or unbundled?) and identify what your customers see as your offering's primary benefit. This is done through regression analysis, determining which of the product's attributes (as described objectively by rating services, government agencies, R&D departments, and the like) explains most of the variance in its price. Third, draw the map by plotting on a graph the position of every product in the market you've selected according to its price and its level of primary benefit, and draw a line that runs through the middle of the points. What you get is a picture of the competitive landscape of your market, where all the products above the line command a price premium owing to some secondary benefit customers value, and all those below the line are positioned to earn market share through lower prices and reduced secondary benefits. Using examples as varied as Harley-Davidson motorcycles, Motorola cell phones, and the New York restaurant market, Tuck professor D'Aveni demonstrates some of the many ways the maps can be used: to locate unoccupied or less-crowded spaces in highly competitive markets, for instance, or to identify opportunities created through changes in the relationship between the primary benefit and prices. The maps even allow companies to anticipate--and counter-- rivals' strategies. R eprint RO711G     

资本市场开放与股权资本成本——基于沪港通、深港通的实证研究

本文基于沪港通和深港通研究资本市场开放对中国内地股权资本成本的影响。研究发现,受政策风险和市场环境等因素所限,沪港通在初始阶段并未对沪市公司的股权资本成本产生显著影响,但随着政策进一步完善、市场逐渐稳定和交易不断活跃,其对股权资本成本的降低效果于实施两年后开始显现;深港通建立在沪港通的制度基础和运行经验上,其在开通后显著降低了标的公司的股权资本成本。本文还进一步分析了资本市场开放影响股权资本成本的竞争渠道和信息渠道,发现深港通对股权资本成本的降低作用主要集中在投资者竞争程度较高,或是公开信息质量较高、信息不对称程度较低的股票样本。     

资本市场开放与股权资本成本——基于沪港通、深港通的实证研究

本文基于沪港通和深港通研究资本市场开放对中国内地股权资本成本的影响。研究发现,受政策风险和市场环境等因素所限,沪港通在初始阶段并未对沪市公司的股权资本成本产生显著影响,但随着政策进一步完善、市场逐渐稳定和交易不断活跃,其对股权资本成本的降低效果于实施两年后开始显现;深港通建立在沪港通的制度基础和运行经验上,其在开通后显著降低了标的公司的股权资本成本。本文还进一步分析了资本市场开放影响股权资本成本的竞争渠道和信息渠道,发现深港通对股权资本成本的降低作用主要集中在投资者竞争程度较高,或是公开信息质量较高、信息不对称程度较低的股票样本。     

Getting Out Early: An Analysis of Market Making Activity at the Recommending Analyst's Firm

This paper examines trading volume for Nasdaq market makers around analyst recommendation changes issued by an analyst at the same firm. Using Nasdaq PostData, we find a disproportionate increase in market making volume associated with the firm's recommendation changes and evidence of elevated sell volume at the recommending analyst's firm in the 2 days preceding a downgrade. The implications are that the information source matters in determining the placement of trades and that the issuing analyst's firm appears to be rewarded for prereleasing information through increased volume. These findings constitute new evidence of compensation for research production through the market making channel.     

Assessing financial contagion in the interbank market: Maximum entropy versus observed interbank lending patterns

Interbank markets allow banks to cope with specific liquidity shocks. At the same time, they may represent a channel for contagion as a bank default may spread to other banks through interbank linkages. This paper analyses how contagion propagates within the Italian interbank market using a unique data set including actual bilateral exposures. Based on the availability of information on actual bilateral exposures for all Italian banks, the results obtained by assuming the maximum entropy are compared with those reflecting the observed structure of interbank claims. The comparison indicates that, under certain circumstances, depending on the structure of the interbank linkages, the recovery rates of interbank exposures and banks’ capitalisation, the maximum entropy approach overrates the scope for contagion.     

公开市场操作与利率期限结构行为——基于混频数据信息的研究视角

在混频数据信息环境中,精准识别公开市场操作(央行政策利率)和国债收益率曲线(基准利率体系)之间的关联机制至关重要,其影响了货币政策期限结构传导的有效性。本文在混频Nelson-Siegel(N-S)利率期限结构模型框架下,引入央行政策利率,揭示公开市场操作与利率期限结构(水平、斜率、曲度)因子之间的作用机制。实证结果表明:混频数据信息条件下,引入的公开市场操作信息显著改进国债收益率曲线的拟合效果;斜率因子冲击对公开市场操作具有显著的正向影响,而利率期限结构因子对政策调控的反应不敏感。进一步研究表明,2015年以来,公开市场操作对斜率因子的影响逐渐扩大,政策利率向国债收益率曲线的传导效率得到显著提高,我国现代货币政策框架日益健全。     

Openness,financial structure,and bank risk: International evidence

Using panel data from a large cross-country sample covering 97 countries over the period 1996–2017, we combine 2SLS procedure with system GMM estimation to study the relationship between openness, financial structure and bank risk. The main contribution of the paper is that we identified a new channel, i.e. the financial structure channel, through which financial openness reduces bank risk. In particular, we find that as financial openness increases, a country's financial system tends to be more market-based, and a more market-based financial system is associated with higher bank market power, better information sharing and more revenue diversification, all of which contribute to the reduction in bank risk. We also find that the effect of inflow restrictions on bank risk is more pronounced than that of outflow restrictions. These results highlight the importance of an appropriate design of a country's opening-up strategy to match the evolution of its financial structure to increase bank stability.     

信息传导与市场整合——基于商品期货上市的准自然实验

从制度设计上打破市场分割、促进市场整合,对提高市场效率、促进经济有序健康发展具有重要意义。本文以商品期货上市作为准自然实验,构建双重差分模型,实证检验了商品期货上市交易对现货商品市场价格整合的影响。研究发现,现货商品市场价格整合程度在相应商品期货上市后显著提升,这是因为商品期货上市显著地促进了价格信息在全国范围内的传导,且这种提升效应主要体现在价格信息传导比较顺畅的地区。此外,商品期货上市提高了现货商品市场价格同步性,缓解了现货商品价格信息滞后程度,降低了现货商品交易成本。进一步研究发现,商品期货市场的交易信息质量越高,越有利于提高现货商品市场的整合程度。本研究为当前我国建设全国统一大市场提供了一定参考。