直复营销与工商银行市场营销的变革

随着市场竞争程度的日益加剧 ,产品的服务化和服务的产品化开始融合起来 ,并由此孕育出企业新的经营哲学 :企业从“以产品为中心”开始转变为“以顾客为中心” ,经营观念已由传统的“产品是企业获得利润的重要来源 ,服务是帮助产品销售”转变为“产品是服务的平台 ,而服务是企业获得利润的主要来源” ,市场细分、目标市场选择和满足单个客户的差异化需求已越来越受到企业的重视。直复营销作为一项最新的营销技术和方法 ,已越来越引起企业和营销人员的青睐。本文介绍了直复营销的基本原理和实践 ,考察了工商银行市场营销的现状 ,并对开展直复营销提出了具体建议。     

“精众”趋势的营销价值

精众,并非简单的人群划分或传播概念,它是社会学、消费者行为学、营销学、经济学和传播学概念的融合。 来自麦肯锡、渡士顿和贝恩的研究发现：未来几年中国消费族群中,年收入10万一20万人民币的家庭将以年均1.4倍的速度成为数量增长最快的族群,其户数的占比也将于2010年的6％迅速增加到2015年的28％,将为中档商品（包括住宅）提供迅速成长的市场空间。而根据麦肾锡的调查,截至2010年,中国年收入20万元以上的家庭约467万户,占全国家庭总户数的2％;到2015年。这个族群的数量将翻一倍多,占比也相应上升到4％。     

“概念”是一种营销

对于商业竞争来说,“满足需求、满足偏好、满足欲望”所对应的。就是“质量和效率的竞争、品牌的竞争、概念的竞争”三种不同的竞争策略。这其中,“概念”之间的竞争,无疑是最高等级的市场竞争。     

工商银行的客户定位和市场营销策略

市场营销是市场经济条件下企业经营管理的一项重要职能,随着我国经济、金融体制改革的不断深化,市场营销观念已引入到商业银行经营管理之中.这一观念在商业银行日益激烈的竞争中不断传播和渗透,冲击和改变了传统的思维方式和经营理念,给现代商业银行的改革和发展带来了生机和活力.本文在回顾总结国内外银行市场营销发展历程和现状的基础上,着重对工商银行在新的金融和市场环境下,如何运用市场营销理论进行市场细分、市场定位和实施营销战略进行了研究.研究表明,为了适应发展需要,我们必须引入现代管理理念,实行战略管理,对组织结构进行再造,真正建立科学、高效的现代商业银行经营管理机制.     

THE REINSURANCE DECISION IN LIFE INSURANCE FIRMS: AN EMPIRICAL TEST OF THE RISK-BEARING HYPOTHESIS

Several explanations have been advanced in the financial economics literature to explain the reinsurance decision in insurance firms. Prominent amongst these is the risk-bearing hypothesis which holds that reinsurance is motivated by the ability of residual claimants to effectively hedge against operational risk. Since the efficiency of risk-bearing is influenced by organisational factors, such as ownership structure and firm size, the amount of reinsurance should also vary according to the characteristics of insurance firms. This study tests empirically the hypothesis that reinsurance is related to firm-specific factors. Using 1988–1993 data gathered from New Zealand's life insurance industry, a fixed-effects covariance regression model is estimated. Consistent with expectations, the results indicate that reinsurance is associated with smaller and more highly leveraged life insurance entities, and companies with greater underwriting risk. However, contrary to predictions, it also appears that it is stocks and companies with diversified production that tend to reinsure. The risk-bearing hypothesis thus receives only partial support.     

DETERMINANTS OF PERSISTENCE IN RELATIVE PERFORMANCE OF MUTUAL FUNDS

Similar to previous studies, we investigate the relation between past and future fund performance. However, we deviate from previous studies by investigating the relation between persistent fund performance and four systematic factors: size, goal, load, and management fee. Results indicate no consistent relation between fund size and persistent fund performance. The existence of a sales charge does not affect persistent fund performance. The goal of a fund does affect persistent fund performance, with high-risk maximum capital gain funds' demonstrating a strong positive persistence in abnormal returns. In addition, funds with low management fees demonstrate significantly positive persistent fund performance, while funds with high management fees demonstrate significantly negative persistent fund performance. Further research into the relation between persistent fund performance and maximum capital gain funds indicates persistent fund performance in both inferior- and superior-performing funds. However, persistence in funds with low management fees occurs only in funds with superior past performance.     

社会化媒体营销核心是内容创意的闭环

社会化媒体营销不是一天两天就能做好的,需要长期的磨练和“提纯”,相比过去的营销模式,它看起来更“玄乎”一些,但从营销服务人员来讲,这是一道门槛,你能静心来体会、参与并创造,那么,你就会成为领先者。     

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。     

THE ANALYTICS OF RELATIVE HOLDING-PERIOD RISKS FOR BONDS

The relation between default risk measures and holding-period risk measures for bonds is confusing for bond investors. Past studies show that lower-credit-quality bonds exhibit lower holding-period risk. In this research I develop models to decompose the risk of corporate bonds and specify the conditions necessary for lower credit quality to result in lower holding-period risk measures. Additionally, I offer insight into the seemingly haphazard pattern of holding-period risk as related to credit quality.     

THE RELATIVE IMPORTANCE OF JOURNALS USED IN FINANCE RESEARCH

The relative importance of various finance and related journals to research published in major finance journals is determined by noting the frequency that all other journals are cited in the Journal of Finance, Journal of Financial Economics, Journal of Financial and Quantitative Analysis, and Journal of Money, Credit and Banking during the period 1980 to mid?1985. Journals are ranked on the basis of their actual number of citations, citations per article, and citations per 10,000 words published annually. Results give an objective criterion for evaluating the relative impact on the major finance literature of writing in alternative journals. The list of journals developed with the citations methodology differs markedly, on the whole, from the list ranked by Coe and Weinstock (1983) who simply surveyed department chairpersons. Journals that are common to both lists, however, are ranked very much alike, indicating that chairpersons may rank journals they think to include in a subjective list in a way that is consistent with the citations criterion.