The Influencing Factors Model and Scale Designing of RMB Financing Products’ Marketing Segmentation from the Perspective of Niche

Huili YAO, Juan CHU, Xin WANG

Abstract


First, there is an analysis on the present marketing segmentation of RMB financing products. Then, this paper explores whether the theory of niche has any application on the marketing segmentation of RMB financing products from the perspective of niche. Based on this, the influencing factors model of RMB financing products’ niche is given. After that, the niche selection criteria of RMB financing products’ marketing segmentation is given according to three aspects - needs of customers and behavior characteristics, innovation ability of RMB financing products and competitiveness of banks. At last, the scale of niche selection criteria of RMB financing products’ marketing segmentation is designed which is helpful to the special target market selection of RMB financing products and also provides reference for the exact orientation and dislocation competition of financing enterprises.

Key words: Niche; RMB financing products; Market segmentation; Scale designing


Keywords


Niche, RMB financing products, Market segmentation, Scale designing

References


ZHANG Guangping (2011). Innovation of RMB Financing Products. Beijing: China Finance Publishing House.

WANG Peicai (2004). The Development of Marketing Segmentation Theory. China Business and Market, 18(4), 33-35.

ZNANG Xiang (2005). The Situation and Development Trend of RMB Financial Products. Market Modernization, 4(10), 27-29.

LI Jiang, WEI Min (2006). The Personal Financial Market Segmentation and Difference Analysis of Clusters Based on Customer Personality Characteristics. Guangxi Financial Research, 10(10), 19-23.

WEI Min, TIAN Lei (2006). Segmentation of Personal Finance Service Market and Customers’ Group Difference Analysis. Finance Forum, 11(10), 42-47.

SHAO Peiren (2008). Media Ecology. Beijing: The Chinese Media University Press.

SHI Chunlai (2010). Exogenous Optimization Based on Brand Growth in Niche Strategy Choice. Economic Research Guide, 3(28), 207-209.

WANG Yiben, LUO Baoyong (2012). The Media Ecological Crisis of Indonesian Chinese Newspapers and Reference Analysis. Southeast, 8(4), 14-16.

ZHU Chunfu (2002). Appraisal Methods Regarding Banks’ Competitiveness and the Formation of Relevant Indicator System. Finance Forum, 7(10), 8-16.

YANG Yi (2010). Analysis of Chinese Consumer Social Classes Based on Economic and Cultural Capital. Commercial Research, 2(1), 28-30.

Hu Bin (2006). RMB Financial Derivative Products and Interest Rate Liberalization. Financial Theory & Practice, 6(3), 50-55.

ZHU Chunfu (2007). Structural Interpretation of The Core Competitiveness of Modern Commercial Banks. Finance Forum, 12(1), 3-10.

XU Nan, ZENG Cui (2008). A Comparison of Core Competence between Chinese and Foreign Commercial Banks. Finance Forum, 13(1), 16-21.

NIE Liping, MAO Dingxiang (2001). Statisitc Analysis of Chinese Banks’ Competition Power. Commercial Research, 2(24), 106-108.




DOI: http://dx.doi.org/10.3968%2Fj.css.1923669720120805.7663

Refbacks

  • There are currently no refbacks.


Reminder

If you have already registered in Journal A and plan to submit article(s) to Journal B, please click the CATEGORIES, or JOURNALS A-Z on the right side of the "HOME".


We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; css@cscanada.net; css@cscanada.org

Copyright © Canadian Academy of Oriental and Occidental Culture

Address: 758, 77e AV, Laval, Quebec, H7V 4A8, Canada

Telephone: 1-514-558 6138

Http://www.cscanada.net Http://www.cscanada.org

E-mail:css@cscanada.net, css@cscanada.org