Basics of Finance

I. Basics of Finance

What is finance? Finance is actually monetary integration, the sum of a series of economic relations in the social and economic life of the circulation of money and its relationship. Finance is the activity of setting up scarce resources from the perspective of time and risk. Next, let the small side of the details of the basic knowledge of finance, I hope to help you. Necessary financial basics 1, capital market: is the securities financing and capital loans long-term operation of the market. The money market is a financial market that operates short-term funds within a year. People who need money raise long-term funds and short-term funds through the capital market; 2, bonds: bonds are government agencies, financial institutions and other institutions to raise funds by borrowing directly from the community, promising to pay interest at a certain rate and repaying the principal according to the agreed terms and conditions of the debt certificates issued to the investor; 3, open-ended funds: open-ended funds are funds whose total amount of fund offerings is unstable, and whose total amount of fund shares increases or decreases at any time. Investors can also purchase or redeem fund shares according to the fund offer in the business places specified by the state; 4. Closed-end fund: Closed-end fund means that the total amount of issuance is determined in advance, and the total amount of fund shares remains unchanged during the closed period. After the fund is listed, investors can transfer and trade fund shares through the securities market. The above is a small basic knowledge of the relevant content.

Two, do a financial sales assistant should know those basic financial knowledge

Want to do financial sales assistant, you have to learn some financial aspects of the general knowledge of the problem, the most important thing is that you learn the sales knowledge, communication knowledge, and how to get along with other people more harmonious. Because it is to enter and professional disobedience industry, you should not forget to learn financial knowledge every day, in order to continue to improve themselves, I believe that as long as you are willing to pay, through continuous efforts, will be successful.

Three, on the status of China's financial marketing and countermeasures, seeking information on the status quo.

With the globalization of financial markets, global capital integration, modernization of communication technology, as an important part of the service trade in the financial sector of the open financial marketing by a huge impact. Financial master, not only for financial enterprises in perfect service facilities, improve service quality, rich service means of competition, but also in the innovation of financial instruments, targeted financial services, such as deep financial marketing concepts, financial new product development, combinations, the implementation of a variety of camps to obtain a good space for development needs. This paper intends to make a preliminary discussion on financial marketing. First, the development and characteristics of financial marketing 1, the development of financial marketing 1. Financial marketing germination stage - the end of the 1950s to the 1960s. 1958 in the United States Banks Joint Conference, the first mention of marketing in the use of banks. In the United Kingdom, until the early 1960s, there are a few banks realize that marketing research activities are important to introduce marketing ideas into the financial sector. At this time financial marketing was still in its infancy. Throughout the 1960s, the development of marketing in the field of financial services is very slow, although some banks began to use advertising and other marketing tools, but they have not fully recognized the important role of marketing in the overall business operations. 2. Financial marketing development stage - the 20th century 70 to 8 after the middle of the 20th century, many financial enterprises began to realize that they operate the financial aspects of the business needs, marketing innovation has become the financial marketing during this period of financial marketing party financial marketing is characterized by the simple use of marketing methods to the extensive use of marketing ideas change, market segmentation and Enterprise positioning is the focus of the study of financial enterprises. 1980s, the rapid development of the financial services industry in Western countries, becoming the fastest growing function of the entire economic activity, marketing has undoubtedly been established in the while marketing as a kind of economic step by step study. 3. Financial marketing maturity stage - since the 20th century, the western countries of financial marketing has appeared some new features. The focus of financial marketing research began to shift from banks to other financial institutions, the core of financial marketing research from strategy to relationship. International marketing and network marketing became the new research; financial enterprises put more emphasis on the white-collar class and the new generation of income increase, line of business. At the same time, their financial marketing is also facing new challenges, they must solve the following problems: how to better adapt to the rapid changes in the environment and to maintain their core competitiveness; how to carry out strategic cooperation between the financial industry; how to better meet the personalized needs of customers and provide value-added services; how to carry out internal marketing; how to face the globalization of the financial as well as to the interest rates to get ready for the market. 2, the main characteristics of financial marketing 1, from the financial marketing of the main body - the position of financial institutions, financial enterprises as a provider of financial services, not only in the capital raising activities for different investors need to develop different financial products and services; but also in the use of funds for different customers, development and provision of different financial products and services, in order to meet the capital utilization activities, the development and provision of different financial products and services. Financial products and services should be developed and provided for different customers in the utilization of funds, so as to meet the requirements of fund demanders and ensure the efficiency and quality of the use of funds at the same time. In addition, it should give full play to its status and role as a transaction intermediary, and actively provide customers with a variety of intermediary services. 2, from the object of financial marketing - financial services consumers, with the development of economic integration and financial liberalization, the financial market development is becoming more mature, all-round, multi-functional, multi-channel capital financing, trading and settlement becomes possible, but also to participate in the financial activities of the increasing number of financial consumers, the composition is becoming more complex, the quality of financial services requirements are also increasingly high. The requirements for the quality of financial services are also getting higher and higher. 3, from the purpose and requirements of financial marketing, maximize revenue becomes the main purpose of the enterprise to provide financial services, enterprises in order to achieve this goal must provide consumers with a variety of high-quality and efficient financial services, due to the provision of financial services and services to the consumer process is often synchronized. Both in time and space with inseparability, the synchronization of the provision and consumption of financial services, financial enterprises are required to continuously improve their own business quality, establish a good corporate image, through the provision of standardized services in order to win more customers. 4, from the subject of financial marketing - a variety of financial products, it is a financial activity with the specific form of capital financing carrier, fundraisers and investors tools, but also financial managers in the financial market to buy and sell the object, but also financial engineers and technicians of the fruits of their labor. Its characteristics are mainly manifested as: (1) the existence of the form of intangibility. It does not take any specific material form to show, and is usually taken in the form of books and registers, contracts and other instruments, people buy a financial product, does not necessarily have to hold specific financial assets, and only need to save some kind of voucher on behalf of the asset can be. (2) the essence of consistency and substitutability. Financial products and general physical products are different, its use value and value is overlap, it is a kind of value scale performance. The consistency of the essence of this product gives different financial products between the replaceable and very easy to be imitated by other financial enterprises, thus increasing the difficulty of competition. (3) the diversity of the form of expression. Financial products in the form of its term, liquidity, bear the risk, the issuer of different and have a big difference. Fundraisers can use these differences in different financial products to attract different financial investors; investors can also use these differences to make a reasonable choice of capital investment, to achieve the purpose of their participation in financial activities. 5, from the realization of financial marketing, in financial enterprises, employees become the main body of marketing activities, the situation of employees directly determines the degree of customer satisfaction, therefore, the financial enterprises in the enterprise and the customer to do a good job in the external marketing at the same time, we must take the front-line employees as the internal "customer", the front-line employees to do a good job of internal marketing, including Job design, staff recruitment, staff training, mutual communication and motivation. Successful internal marketing is the premise of successful external marketing. (1) Scientific market positioning and product innovation. Strengthen research on customer market, divide enterprises and the public into several consumer groups based on the characteristics of homogeneous demand, provide unique financial products, services and marketing combinations to selected target customer groups according to the different needs of customers, and continuously extend and expand new markets while maintaining customer loyalty. (2) Continuous innovation of financial products and services. The innovation of financial products and services is related to both technological innovation and financial market system innovation, which is mainly realized by adopting and applying various financial products and services that change the structure of the financial market. Financial enterprises should, on the basis of market segmentation and reasonable positioning, innovate different products and services in a timely manner according to the different needs of consumers and maximize the satisfaction of these needs. Second, the current situation of financial marketing and countermeasures 1, the current situation of financial marketing 1. Marketing concepts are old-fashioned. In the financial business activities, most of the bank's business concepts still remain in the stage of financial product promotion, especially some of the senior bank staff in charge of the loan, is still a condescending treatment of customers who ask for him, this bank-centered business-oriented, obviously does not adapt to the requirements of the modern financial market competition. 2. Marketing awareness is not comprehensive. Some of the business strategy, although also borrowed the concept of marketing and tactics, but often the marketing as marketing, only in the promotion of their own products sporadic use of advertising, publicity and public relations strategy, the lack of wholeness and consistency of the publicity, failed to combine the bank's products and the bank's business philosophy and other image publicity, and the lack of marketing as a whole. Some banks in the marketing of new tricks frequently, but the marketing mix of strategies often conflict with the macro-environment in which the enterprise is located, in the business activities of irregularities continue to appear. 3. Lack of strategic objectives in marketing. Marketing strategy blindness and randomness is mainly manifested as follows: (1) the general lack of a long-term perspective to grasp the analysis of the market, positioning and control, but simply follow the trend of competition in the financial market passive and fragmented use of promotions, innovations, and other marketing tools; (2) in the improvement of service attitudes, optimize the quality of service, improve the level of service, etc., has not yet been associated with the marketing of the strategic objectives and marketing strategies and lack of pertinence, initiative and creativity; (3) in terms of marketing strategy, the expansion of business to public relations, promotions as the basic way, did not form a diversified marketing strategy of the scientific combination. (4) Although high-tech is utilized in channel design, the expansion strategy of distribution channels is still mainly based on the establishment of additional business outlets, making it difficult to form efficient marketing channels. (4) Lack of marketing professionals. Employee knowledge structure is basically a financial professional, few marketing professionals into the enterprise, the enterprise's recruitment and training is also mostly focused on financial expertise. Specialized in financial product marketing staff are mostly transferred from other departments to do simple advertising and promotional activities. Currently in the professional composition of personnel, proficient in marketing theory, familiar with marketing strategy, planning and implementation of the professionals are rare. 5. Financial market immaturity. The price formation mechanism and transaction mechanism of financial products are single, and have not yet formed market-oriented operation, which makes the bank's price strategy and price combination greatly reduced. The property rights relationship is vague, the corporate governance structure is not sound, and there is a lack of intrinsic driving force to carry out financial marketing. State-owned financial institutions have assumed too much of the macro-control function, and when conducting market segmentation and selecting target markets, they inevitably take policy factors as an important parameter in the final formulation and selection of marketing strategies. Commercial banks more generally have a high percentage of non-performing assets. Second, the methods and strategies of financial marketing 1, integrated marketing strategy. Financial marketing concept should be the idea of integrated marketing concept, play the marketing function of the various departments should be unified command, in products, prices, channels, promotions and other aspects of coordinated action in order to achieve comprehensive economic benefits. To this end, financial enterprises should establish a "big market" concept, that is, to break through the traditional time and space boundaries, to establish an all-round, full-time point of service. From the traditional homogenization, large-scale marketing concepts into a personalized marketing concept. 2, new product development strategy. Financial new product development to find the "niche" to meet the interests of customers as a tendency to try to increase product features. Specifically can take the imitation method, combination method and innovation method and other different methods. In this regard, we can also learn from the successful experience of foreign banks. In order to meet the new needs of customers and the bank's own development needs, should pay attention to the combination of product development and service updates. 3、Promotion strategy. After accession to the WTO, in the face of strong competitors, China's financial enterprises in the use of promotional strategies on the one hand, should increase investment, the formation of scale; on the other hand, it should be a variety of good promotional tools, a series of promotional tools to the organic combination of uniform planning, unified organization, in order to receive a good overall effect. The main strategy of promotion is advertising, marketing promotion, the domestic and foreign financial industry commonly used promotional tools are prizes, giveaways, matching offers, free services, relationship marketing, joint promotions and so on. Third, personnel marketing. Fourth, public **** publicity and public **** relations. 4, product term strategy. Do a good job in the product strategy, but also to use a good financial product term strategy, based on financial products from the market to the end of the time to develop relevant promotional strategies. First, according to the degree of development of the financial market to determine the marketing strategy of financial products. Developed financial market areas, can be appropriate to promote more long marketing period of financial products; Secondly, the flexibility of the financial product period for timely adjustment. The use of some additional conditions to adjust the marketing period, dispersing the burden of monetary payments, adjusting the structure of corporate liabilities, improve the competitiveness of corporate products, and gain credibility. 5、Knowledge marketing strategy. Under the concept of customer-centered, financial enterprises should strive to develop new financial products and services with high knowledge content and actively guide customers to use them. This requires financial enterprises must adopt knowledge marketing, through the provision of knowledge services to strengthen the exchange of knowledge with customers, so that customers understand and know how to use financial products and the convenience brought about by the use, so that customers become the Bank's loyal customers. 6, brand manager marketing strategy. How to maintain the overall image of the financial enterprise, values and corporate culture under the premise, or under a total brand image, shaping the brand's respective characteristics, the formation of their respective brand of loyal consumer groups, to win a broader market for the financial enterprise and the survival of the space, to avoid the emergence of a financial enterprise's brand community of contradictory and conflicting embarrassing situation. 7, network marketing strategy. The network has obvious advantages, can provide customers with more convenient and fast service. The network breaks the boundaries of time and space, can provide services 24 hours a day, and is not subject to geographical restrictions. At the same time, both advertising and business transactions can save costs, which also creates conditions for further reducing customer costs. 8, service marketing strategy. Must be strengthened in the core service innovation at the same time integration of the advantages of performance services, to achieve the differentiation of service strategy. Financial enterprises only to establish a "big service" concept, strengthen the "big service" consciousness, and actively improve and innovate service varieties, service means and service facilities, in order to provide high-quality, high-efficiency, high-level financial services to the community, to win the competitive advantage, and establish a good image. Good image. The tangibility of service products can be realized through three aspects: the tangibility of financial service products, the tangibility of the service environment, and the "tangibility" of service providers. 9, marketing philosophy change strategy. First, the establishment of account managers in the corporate organizational structure. Customer manager reflects the marketing-oriented requirements, its main responsibility is to develop customers; to provide customers with business consulting, financial support and new business varieties; to maintain close contact with customers, timely detection and problem solving, feedback to the enterprise customer's voice and needs, etc.; the establishment of customer service center. 10, cooperative marketing strategy. China's financial industry in the face of accession to the WTO after the full range of multi-level competition in the new situation, cooperative marketing, combined vertical and horizontal, more important than ever and urgent. It can be predicted that in the future competition in the financial market, there will be a variety of new forms of cooperative marketing, which will undoubtedly make the financial enterprises in the competition to achieve the best overall efficiency, is conducive to promoting the stability of the financial market, and is conducive to maintaining the interests of financial consumers and investors. 11, internal marketing strategy. "Internal marketing" is that the decision-making and leadership of enterprises must be good at managing people, to help subordinates do a good job. Requirements must pay attention to and grasp the internal employees of the training and training work. At the same time through the development of enterprise work guidelines, service standards, as well as a series of internal marketing publicity, education, so that the majority of employees to establish the concept of marketing services, familiar with the characteristics of the services provided by employees and customers to recognize the process of communication and response to the success or failure of the enterprise's business operations play an important role in the success of the business. 12, changeable marketing and rapid marketing strategy. The future of the financial industry must train employees customer-oriented awareness, fully understand the needs of customers constantly updated to capture new market opportunities. Timely introduction of new products, new concepts, to provide new services to customers. Secondly, in the product and service market, "quick strike", "first foot first", one step ahead of competitors. Waiting for other enterprises have to follow suit when the fast-acting people and create new hot spots to go. Market economy is like a competitive race, the winner is only half a step ahead of those who stand out. 13, characteristic marketing strategy. Financial enterprises should be through market research activities, in grasping the trend of financial demand on the basis of recognizing the business environment and the focus of marketing, timely and appropriate to establish the objectives of business development, for different consumer demand, to provide different services, to take different marketing strategies, financial enterprises should be in the market segmentation on the basis of identifying their own strengths, highlighting their own characteristics, selecting the target market, and in the services, service content, service channels and service image. content, service channels and service image and other aspects of targeted, creative development of service programs, and take better than others means of delivery, quickly and quickly to consumers to meet the needs of target customers. 14, cultural marketing strategy. Must constantly cultivate and grow their own brand, and improve the knowledge content of the brand, out of the financial excellence, create a famous brand in the industry, so as to stand firm in the international and domestic financial diversified competition pattern, not to be eliminated by the times. Satisfying customers' needs and surpassing customers' needs are the cornerstones of the development of marketing culture. In particular, China's social environment unique "humane" cultural characteristics, so that the operation of Chinese commercial banks have unique relationship characteristics, according to the traditional Chinese cultural concepts, to strengthen the spirit of corporate culture, through the creation of a good cultural atmosphere, to enhance the cohesion of bank employees, incentives, binding, guiding, regulating and radiating power. Cultivate employees *** same values and code of conduct, improve the sense of identity, stimulate the spirit of initiative and dedication of employees. 15, distribution channel strategy. The financial industry to further expand its market scope, increase its market capacity, should be established as soon as possible all kinds of intermediate links, including a variety of agents, brokers and other networks. The use of broad and smooth distribution channels, that is, tangible distribution outlets and intangible Internet, communication between financial enterprises and consumers of information, and for financial enterprises to save more money, so that the funds are more effectively invested in technology development and expansion of the scale of services. It is necessary to rationally adjust the direct distribution channel branches, continue to withdraw and merge some loss-making and ineffective branches and outlets in accordance with the principle of scale efficiency, actively adjust the layout of outlets, optimize the structure of outlets, improve the efficiency of outlet operation, and change the situation of poor efficiency. Distribution organizations are set up in a hierarchical manner based on the economic strength and structure of the regional economy. At the same time to expand indirect distribution channels, accelerate the development of new distribution channels, improve their technological content, so that the sale of products both convenient and smooth. 16, market positioning strategy. Market positioning includes product positioning and corporate image positioning. Steps of marketing market positioning (1) market analysis. The main thing is to segment the financial market. Market segmentation can be carried out according to different standards, through the marketing market segmentation, to understand the market size, location and future development trend, to find out the basis for selecting the target market. (2) Evaluation of internal conditions. When evaluating internal conditions, we should see our own advantages and find out our disadvantages, and predict the opportunities and challenges that the future market will bring to our company. (3) Competitor analysis. Including analysis of competitors' strengths and weaknesses and the current positioning of the customer acceptance of the deposit product impression, and the current positioning of the enterprise and competitors to compare the situation, so as to know their own. 17, corporate image strategy. Corporate image (CI for short) is the public to the enterprise's overall, generalized understanding and evaluation, it is the main body of the enterprise of a rational reproduction of the real state, but also with the public for information communication, liaison with the public thought of the tool. Corporate Image Recognition System (CIS for short) has three subsystems: Corporate Idea Recognition (MI for short); Corporate Behavioral Recognition (BI for short); and Corporate Visual Identity (VI for short). When establishing CIS strategy, commercial banks should be good at publicizing and highlighting their own business characteristics. Specific requirements for the establishment of the "CIS strategy leading group", which is responsible for the development and implementation of CIS strategy, the group can be composed of the president or the head of the bank, front-line marketing staff, marketing experts, CI planning experts. 18, multi-thinking big marketing concept. Establish a big marketing concept, fully utilize the limited human and material resources, all-round marketing, the formation of marketing as the leader, to internal management control as a guarantee of the new system of business management, and effectively improve the ability to cope with the changes in the market economy, responsiveness and competitiveness. Pay full attention to the matching of the power between the main body of each relationship, coordination, optimization of the relationship with the industry, the media, etc., to create a good external environment for their own development. Adhere to the strategy of creating high-quality products and brand-name marketing. Customers not only from the many financial products to identify the brand in mind, but also from the scale, quality, variety, quantity, service, reputation and so on, all-round selection of which the brand-name enterprises. 19, the overall marketing strategy. That is, in the marketing activities should be the final customer, competitors, allies, government departments, internal staff, mass media and other members of the public as their own marketing objects, all-round marketing activities. It requires the initiative to improve all aspects of the micro marketing environment, through internal and external public **** relations activities to establish and improve relations with all parties. Transform the single property right structure and hierarchical authorization agency system, implement shareholding reform, improve the corporate governance structure, and solve the institutional problems that limit the marketing strategy. Structuring the financial business marketing mechanism and financial product innovation mechanism, improving the human resources utilization mechanism and constraints and incentives mechanism, and providing a perfect internal environment for banks to implement marketing strategies. Establish strategic and tactical alliances with peers and other financial institutions to complement each other's strengths, save transaction costs and improve service content. 20. Product pricing strategy. The basic elements to be considered for product pricing are demand and risk level. The government's financial regulations and risk level should also be considered. Must be in line with the premise of financial regulations to develop prices, and sometimes must be subject to national economic policy and macro-control requirements. The following three pricing strategies can be adopted according to the situation: First, different pricing methods are adopted according to the different life cycles of financial products. In the innovation stage of the product, the early stage of entering the market, the use of skimming pricing method to pricing, in order to obtain the maximum profit in the shortest possible time; in the development of the product, the use of penetration pricing method to adjust the price of the product, in order to form the economies of scale, to achieve the purpose of monopoly on the market. Second, based on the price elasticity of financial products pricing. According to their own business objectives and marketing mix, different buyers to buy the same product at different prices, allowing salespeople to adjust the price of the product sold in accordance with different market conditions, so that salespeople can flexibly adjust the selling price of the product in order to recruit more customers. Third, pricing based on financial product price discounts and subsidies. According to the seasonal changes in the demand for customer funds, the price of financial products is flexibly adjusted in different seasons to adapt to the changes in the market; according to the analysis of their own marketing expenses and the credit rating of customers, they are given a grace period for payment for the purchase of large transactions or customers with good relationships; they can also be given a variety of preferential treatment. 21. Financial marketing mix management strategy. It is possible to adopt the model of formulating and modifying the industry investment policy under the regional distribution policy. First of all, according to the region where each branch is located in the proportion of each industry's output value (sales) and its growth rate, the industry's average profitability, industry size and other indicators of the industry scoring, ranking, and according to the scoring of the industry into: mature industry, growth industry, declining industry, uncertainty industry. The investment policy is formulated according to the above four types of industries. The mature industry can maintain or expand the credit scale; growth industry under the condition of controlling the risk of expanding the credit scale; declining industry gradually reduce the credit scale, and pay attention to the alternative industries of these industries, the decline in the industry in the reduction of the size of the credit transfer to these industries; pay close attention to the industry investment opportunities contained in the uncertain industry for the future adjustment of the credit investment to make preparations. Secondly, it is necessary to study the industrial structure of different regions, and the various branches of commercial banks must pay attention to the similarity of the industrial structure between regions in this respect. In particular, it should be noted that the advantageous industries and pillar industries in the region at that time may become disadvantageous industries to be eliminated or shifted when viewed on a national scale. It is necessary to study the situation and posture of the transfer pattern of industries between different regions in order to recognize the pattern of industrial changes in the region and select the changing advantageous industries. On a regional scale, differentiated varieties and credit investment policies are implemented according to regional distribution policies. Third, pay attention to the impact of changes in international industrial structure and industrial transfers on domestic industrial transfers as a means of adjusting the above industrial categorization, and then modify regional distribution policies and credit investment policies. This is particularly important in the face of shocks. According to the possible changes in industrial structure after the entry to adjust the regional distribution structure of assets and industry distribution structure in advance, change the industry investment direction. 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