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2008-2009 China Online Banking Research Report Brief Version


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China Online Banking Research Report Brief Version 2008-2009



China Online Banking Research Report Brief Version 2008-2009

Contents
I. Background of the Eighth Investigation on Online Consuming Behavior of Chinese Netizens ... 2 II. Background .................................................................................................................................. 3 III. Definition .................................................................................................................................... 3 IV. Methodology ............................................................................................................................... 4 V. Abstract ......................................................................................................................................... 5 VI. Text of Report ............................................................................................................................. 6 1. Integral Development of China's Online Banking Industry in 2008 ............................................ 6 1.1. Business Scale of Online Banking .................................................................................... 6 1.1.1. Transaction Scale of Online Banking ................................................................... 6 2. Development Hot Spot and Tendency of Online Banking Market 2008-2009 ............................. 8 2.1. Market Hot Spot of Online Banking 2008-2009 ............................................................... 8 2.2. Analysis on Current Situation of Online Banking Products............................................ 10 3. Online Marketing Measures and Results Study of Major Banks ................................................ 11 3.1. Integral Status of Online Banking Marketing ................................................................. 11 4. Research and Analysis on Online Banking Users ....................................................................... 12 4.1. Personal Online Banking ................................................................................................ 12 4.1.1. In the year 2008, the growth of online banking users returns stable ................... 12 4.2. Enterprise Online Banking .............................................................................................. 13 4.2.1. Distributions of Enterprises Who Use Online Banking Service ......................... 13 Appendix One: Contents of Official Report ................................................................................... 14 Appendix Two: Figures and Tables of Contents of Official Report ................................................ 14 Disclaimers ..................................................................................................................................... 15

Figure and Table of Contents
Figure 1- 1Transaction scale of China's online banking2006-2012 ................................................. 7 Table 2- 1Development course of China's online banking ............................................................... 8 Table 2- 2 up-gradation status of China's online banking products, 2008-2009 ............................ 10 Table 3- 1 2008 China Online Advertising Releasing Cost TOP 10 Industries .............................. 11 Figure 4- 1Year for first using of online banking for china's online banking users in 2008 .......... 12 Figure 4- 2 Industry distributions of China's enterprise online banking users in 2008 .................. 13



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China Online Banking Research Report Brief Version 2008-2009

I. Background of the Eighth Investigation on Online Consuming Behavior of Chinese Netizens
Since 2003, iResearch (www.iresearch.com.cn) has successfully held 7 large scale investigations on China online consumption behavior. Then, in November to December, 2007, iResearch organized another investigation on network habit and consumption behavior of Chinese netizen. 1. Investigation Field iResearch focuses on research of network economy, including online ads, e-commerce, network service, search engine, online games, mobile value-added, digital entertainment, and etc. This investigation has selected 18 subdivided industries to implement market and user research, and to release relative report in the first quarter of 2009. Besides, research report of other focus fields which are not included in this investigation will also be released in the last three quarters of 2009. 2. Main Contents Market scale and growth potential of this industry Industrial chain division and development characteristic of this industry Operation characteristic of the star enterprises of this industry Competitiveness comparison and analysis of relative enterprises Analysis of the current problem of this industry Network habits and consumption situation of netizen Attitude or satisfaction of netizens toward enterprises Demanding degree of network user to relative services Characteristic of potential users and loyal users 3. Achievement of Research Report This investigation launches eighteen reports of subdivided industry—— 《2008-2009 iResearch China Online Ads Research Report》 《2008-2009 iResearch China B2B E-Commerce Research Report》 《2008-2009 iResearch China Online Shopping Research Report》 《2008-2009 iResearch China Search Engine Research Report》 《2008-2009 iResearch China Online Bank Research Report》 《2008-2009 iResearch China Electronic Payment Research Report》 《 2008-2009 iResearch China Online Traveling Reservation Research Report》 《2008-2009 iResearch China Online Games Research Report》 《2008-2009 iResearch China Instant Communication Research Report》 《2008-2009 iResearch China Electronic Mail Box Research Report》 《2008-2009 iResearch China Enterprise Mailbox Research Report》 《2008-2009 iResearch China Online Community Research Report》 《2008-2009 iResearch China Online Education Research Report》 《2008-2009 iResearch China Online Recruiting Research Report》 《2008-2009 iResearch China Online Making Friends Research Report》 《2008-2009 iResearch China Mobile Network Research Report》 《2008-2009 iResearch China Online Video Research Report》 《2008-2009 iResearch China Domain Name and Host and CDN Research Report》



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China Online Banking Research Report Brief Version 2008-2009

II. Background
China's internet industry has gone through both opportunities and challenges in the year 2008. On the one hand, with the popularity and rapid development of online technology and internet application, the number of netizens in China is near 0.3 billion, occupying the top in the world. On the other hand, China has suffered from several natural disasters as well as the economic crises in this second half year. For the online banking market: The number of 0.3 million netizens means a huge potential business demand; Emergency events (such as snow damage and earthquake) has provided an opportunity for the popularity of online banking (online charitable contribution platform); The change of micro environment(economic crisis), on the one hand, affects the transaction status of personal online banking through restraining the hotness of personal investment; on the other hand, makes the users to accept online banking (better channels, lower cost) for its convenience, high performance-price ratio (short time, low human labor cost and high efficiency). Therefore, in the year 2008, major banks have attached more importance to the research and development of online banking, especially to the up-gradation of online banking products. Online banking business has developed a lot through various promotion channels (including branch promotion and online marketing). As the online banking business goes stable, such problems concerning to safety, clients management, and charge management have gradually emerged in the market. iResearch, on the basis of professional interview, desk research, and data monitor, has studied and analyzed the business development, market hot spot and tendency, core product of online banking, and its safety, charges, marketing, user's habit and so on, in the hopes that it can provide the newest dynamic information to the online banking market in the year 2008.

III. Definition
Online banking in this report includes personal online banking and enterprise online banking. Enterprise online banking user means any enterprise user who has used online banking system in the past one year, including common version user and professional version user as well. Transaction amount of enterprise online banking means the aggregate amount generated from such transactions as transfer of accounts, receipt and payment, investment and financing through enterprise online banking system. Personal online banking user means any personal users, according to the statistics from iUserTracker system, who login to a bank website at least once per month, also called as unique users of personal online banking. Transaction amount of personal online banking means the aggregate amount generated from such transactions as transfer of account, receipt and payment, investment and financing through personal online banking system.



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China Online Banking Research Report Brief Version 2008-2009

IV. Methodology
The data collection and analysis is mainly based on iUserSurvey, an online questionnaire survey system, and interview and research on the operators and channel partners. iUserSurvey is a market research platform developed by iResearch for investigation on online media user. iResearch Network Investigation (Network User) Explanation 1. Methodology According to statistics and international practice, this survey is mainly underway through online connection of computers. The questionnaire was put on the website of iResearch (Link: http://www.iclick.cn/survey/7/), From November 20th, 2008 to Dec. 31st, 2008, iResearch has released banner advertisement and text links advertisement on 84 relative main stream websites to attract users to fill the questionnaire actively. More than 90,000 questionnaires were returned in this investigation, and 70,000 samples were analyzed finally after eliminating invalid questionnaires and weighing according to the gender and age of netizens. 2.Gender/Area Quota of Netizens To proportion and weigh according to the gender and age distribution of netizens announced by CNNIC in January, 2009. Research Network Investigation (Industrial Research) Explanation iResearch mainly adopts deep interview and table research to carry through industrial research: Through deep interview on industrial exports, factory owners and channels, iResearch has understood the general situation of this industry, and has obtained data of sales and marketing respects. Table research compares part of the public information, and has obtained industry scaled data through referring to user investigation and research data. Analyzing combine with iAdTracker, iResearch online advertisement supervision system, and iUserTracker, online behavior continuous research system to analyses. Channels for iResearch to obtain public information: Government data and information Relative economic data Public information of the industry Annual reports and quarter reports of enterprises Public views stated by senior exports



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China Online Banking Research Report Brief Version 2008-2009

V. Abstract
This report has studied the current status of online banking development scale, summarized the hot spot of online banking development, and predicted the tendency of this industry. In the hot spot summary part, 4P method (product—online banking product, price—online banking charge, place—distribution channels, promotion—online banking promotion method) is used to study the current status of online banking products, including safety, and marketing. Some statistics and opinions are as follows: The transaction scale of online banking in the year 2008 has reached RBM 320,900 billion, increased by 30.6% year-on-year According to iResearch, online banking market in 2007 gained rapid development, increased by 163.1% year-on-year, which is a special stage of online banking development course. In the year 2008, the development of online banking market returned stable with increase rate the same as that of 2006. In the year 2008, annual transaction amount has reached RMB 320,900 billion, increased by 30.6% year-on-year. It is predicted that in the next three to five years, online banking market will step into a stable development stage, and year-on-year increase rate will keep stable. Development hot spot of China's online banking industry in the year 2008 According to iResearch study, China's online banking industry is in its development stage in general. In 2008, major banks attach importance on online banking brand establishment, product up-gradation, and service maturity. Specifically, the hot spot of online banking in 2008 are as follows: Through online charitable distribution, penetration rate of online banking has increased in the market Safety measure and means of certification, which catch great attention of the public, are upgraded continually Major banks are upgrading their online banking system and releasing new products as well Client level-to-level administration is brought into online banking service and service differentiation is formed Charge for online banking is receiving more and more attention, and every bank are strengthening research and practice During the development stage, online banking users value convenience highly According to iResearch study, China's online banking user values convenience highly. Seen from the usage of dynamic password card, 47.5% users regard USBKey as the safest mobile certificate, but 58.3% users are willing to use dynamic password card. That is because dynamic password card enjoys the advantage of convenience. Banking industry attaches great importance to online marketing, but it is still in extensive marketing stage According to the statistics from iResearch advertising monitor system iAdTracker, such industries as transportation, real estate, and financing service, etc, always pay great attention to the online advertising. Among them, banking industry also attaches great importance to online marketing. In 2008, among the 63 medium industries which have released a great many of advertisements, online banking service ranks the eighth. Online banking has also ranked the third in average estimated cost of every advertiser.



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China Online Banking Research Report Brief Version 2008-2009

iResearch has also noticed that, although banking industry attaches great important on marketing, its online marketing is till in an extensive stage. The Medias chose by major banks are almost the same, which are, mainstream Medias such as portals, news, finance and economics website.

VI. Text of Report 1. Integral Development of China's Online Banking Industry in 2008
1.1. Business Scale of Online Banking 1.1.1. Transaction Scale of Online Banking Transaction scale of china's online banking has achieved RMB 320,900 billion, increased by 30.6% year-on-year. According to iResearch, online banking market in 2007 gained rapid development, increased by 163.1% year-on-year, which is a special stage of online banking development course. In the year 2008, the development of online banking market returned stable with increase rate the same as that of 2006. It is predicted that in the next three to five years, online banking market will enter a stable development stage, and year-on-year increase rate will keep stable. The reasons are as follows: a. With the popularity of internet, the penetration rate of netizens will increase a lot; b. The convenience of online banking can meet the demand of the people whose pace of life and work is increasingly fast; c. Major banks encourage user to use online banking instead of counter banking to save the cost and optimize the channels, so online banking will become an evitable choice; d. With the technical development of online banking, the function of online banking product is improved, and safety strengthened; e. During the economic crisis, many enterprises have an increasingly demand for cost saving and better cash management. Online banking, with its advantage in cash management, online transfer, and group financing, can meet these demands of many enterprises. Online banking business is benefited from this too.



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China Online Banking Research Report Brief Version 2008-2009

Figure 1- 1Transaction scale of China's online banking2006-2012



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China Online Banking Research Report Brief Version 2008-2009

2. Development Hot Spot and Tendency of Online Banking Market 2008-2009
2.1. Market Hot Spot of Online Banking 2008-2009

Development Course of China's Online Banking
Date Germination stage: 1996-1997 Feature Online banking service is under development and exploration Major Events In 1996, BOC (Bank of China) began to develop online banking In 1997, BOC built a website with an "online banking service system"; CMB (China Merchants Bank) launched its website; In April, 1998, CMB started online banking service in Shenzhen, with a brand of "network" In April, 1999, CMB spread its online banking service to Beijing In August, 1999, BOC started its online banking service, including online information service, account inquiry, account transfer, online payment, and fund collection and payment In August, 1999, CCB (China Construction Bank) started its online banking service in Beijing and Guangzhou In 2000, ICBC started its online banking service in Beijing, Shanghai, Tianjin, and Guangzhou In 2001, ABC (Agricultural Bank of China) started its 95599 phone banking, and started its online banking in April, 2002 By the end of 2002, all state-owned banks and joint-equity banks have started online banking, among which, 21 banks have started online transaction business In 2003,ICBC released its personal online banking called "financing @ home" In 2005,BOCOM (Bank of Communication) established a brand called "financing express" In 2006,ABC released an online banking brand called "e-banking" In 2007,the hotness of personal financing market impelled the development of online fund business, and thus promoted the business development of personal online banking In 2008,both online banking products and service have been up-graded, and major banks take measures to discuss and explore how to charge on online banking

Starting stage: 1998-2002

Major banks initiated their online banking service

Development stage: 2003-2010

Major banks began to establish their brand, improve service quality and release new products; The development of core business became a driving power of online banking service

Maturation stage:After 2010
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Online banking law has gradually improved, and online banking business of major banks have stepped into a stable development stage
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Table 2- 1Development course of China's online banking



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China Online Banking Research Report Brief Version 2008-2009

According to iResearch study, China's online banking industry is in its development stage in general. In 2008, major banks attach importance on online banking brand establishment, product up-gradation, and service maturity. Specifically, the hot points of online banking in 2008 are as follows: Through online charitable distribution, penetration rate of online banking has increased in the market Safety measure and means of certification, which catch great attention of the public, are upgraded continually Major banks are upgrading their online banking system and releasing new products as well Client level-to-level administration is brought into online banking service and service differentiation is formed Charge for online banking is receiving more and more attention, and every bank are strengthening research and practice



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China Online Banking Research Report Brief Version 2008-2009

2.2. Analysis on Current Situation of Online Banking Products In 2008, major banks are up-grading their online banking systems and releasing new products After study the dynamic status of major banks, iResearch find out that in the year 2008, major banks have up-graded and reconstructed their online banking system for many times. For example, ICBC, as the first bank in China, has up-graded online banking system for at least seven times in 2008. New functions are released together with every up-gradation. Seen from the several up-gradation and frequent new function releasing above, all major banks have reached a consensus that online banking is of great importance and deserves further research and promotion.

Up-gradation Status of China's Online Banking Products in 2008-2009
Bank ICBC CBC CMB BOCOM CIB BEA Main Up-gradation Status of Online Banking Products Have up-graded the system for many times, and released VIP personal online banking(08.7) and mobile banking(08.7); Have released 24 hours transaction service called "account gold"(08.10),home banking service, and unite short message service promotion platform(08); Have released personal financing management oriented online banking: professional personal baking 6.0(08) Have released overseas RMB payment service even without payment of currency conversion fee(09.2) Have provided an inter-bank online payment platform for HOBA online shopping mall, being the first bank in China to provide an inter-bank payment platform Have released brand new personal online banking service (08.10), including online payment products like shopping card, rechargeable card for Alipay(09)and so on
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Table 2- 2 up-gradation status of China's online banking products, 2008-2009



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China Online Banking Research Report Brief Version 2008-2009

3. Online Marketing Measures and Results Study of Major Banks
3.1. Integral Status of Online Banking Marketing Generally, banking industry attaches great importance to the online marketing According to statistics from iResearch online advertising monitor system iAdRracher, among all the industries, transportation, house property, financing service attach great importance to online marketing. Banking service also pays great attention to online marketing. In the 63 medium industries which have released a great many of advertisement, banking service ranks the eighth. In 2008, banking service ranks the third in the average estimated cost of every advertiser.

2008 China Online Advertising Releasing Cost TOP10 Industries
Name Transportation>>Car Apparel >> Sports Series Financing Service >>Banking Service IT Products >>Computer Online Service >>Online Games IT Products >> Software Retail and Service >>Service IT Product >>Computer Fittings Online Service >>Online Service Real Estate >>Real Estate Advertiser 78 35 40 89 290 157 216 236 957 2593 Estimated Cost (RMB 0,000) 123571.6 31609.7 29720.8 47785.5 57547.2 25658 30575.7 27363.9 60014.2 97285.9 Average Estimated Cost of Every Advertiser(RMB 0,000) 1584.3 903.1 743.0 536.9 198.4 163.4 141.6 115.9 62.7 37.5

Note 1:According to iResearch online advertising monitor system iAdTracker, industry is classified into big industry, medium industry and small industry. Take financing service for example, financing service is a big industry, and under it, there are three medium industries, which are banking service, insurance and investment service and other financing service. Every medium industry includes several small industries, for example, banking service includes three small industries, which are banking service, banking card, and others. Note 2:In the year 2008, iResearch's iAdTracker has contained 63 industries, and banking service is among the tops. Source:iAdTracker,Mar,2009, based on the daily monitoring statistics of advertising from more than 170 mainstream online media brands, not including text link and orientation advertisement. The cost is estimated one. 2009.3 iResearch Inc. www.iresearch.com.cn

Table 3- 1 2008 China Online Advertising Releasing Cost TOP 10 Industries



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China Online Banking Research Report Brief Version 2008-2009

4. Research and Analysis on Online Banking Users
4.1. Personal Online Banking 4.1.1. In the year 2008, the growth of online banking users returns stable According to statistics from iResearch, the increase rate of China's new online banking users has broken 20% in 2007, but in 2008, this figure has decreased to 16.7%, which is the same as that of 2006. In iResearch's opinion, the rapid increase rate of new online bankers in 2007 should be regarded as a special case, and it is inseparable with the hotness of personal financing market and rapid development of E-commerce. From the second half of 2008 on, bear market and economic crisis have not only slowed down the transaction activity of personal financing account, but also indirectly obstructed the increase of new online bankers. The development of online banking returned stable and thus the increase of new online banking users began to depend on the natural increase of market and promotion of banks more.

Figure 4- 1Year for first using of online banking for china's online banking users in 2008



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China Online Banking Research Report Brief Version 2008-2009

4.2. Enterprise Online Banking 4.2.1. Distributions of Enterprises Who Use Online Banking Service

Figure 4- 2 Industry distributions of China's enterprise online banking users in 2008



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China Online Banking Research Report Brief Version 2008-2009

Appendix One: Contents of Official Report
I. Background of the Eighth Investigation on Online Consuming Behavior of Chinese Netizens II. Background III. Definition Ⅳ. Methodology V. Abstract VI. Text of Report 1. Integral Development of China's Online Banking Industry in 2008 2. Development Hot Spot and Tendency of Online Banking Market 2008-2009 3. Online Marketing Measures and Results Study of Major Banks 4. Research and Analysis on Online Banking Users Disclaimers

Appendix Two: Figures and Tables of Contents of Official Report
Figure 1- 1 Transaction Scale of China's Online Banking, 2006-2012 Figure 1- 2 Transaction Structure of China's Online Banking, 2006-2012 Figure 1- 3 Market Share of China's Online Banking, 2008 Figure 1- 4 Transaction Scale of China's Personal Online Banking, 2006-2012 Figure 1- 5 Channels Used by China's Online Banking Users to Know Personal Online Banking Service, 2008 Figure 1-1 iUserTracker--Variation Tendency of China's Personal Online Banking Users, 2006-2008 Figure 1- 2 Classification of China's Online Shops Which Are Used by Online Shopping Users, 2008 Figure 1- 3 Comparisons between AliPay Payment and Online Banking Payment, February, 2009 Figure 1- 4 Percentages of Banks through Which Alipay Users Made Online Payment, February, 2009 Figure 1- 5 Percentages of Banks through Which Alipay Users Charge Their Cards, February, 2009 ……



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China Online Banking Research Report Brief Version 2008-2009

Disclaimers
The report is produced by iResearch Co., Ltd. All sentences, charts, tables and etc. in this report are under the protection of relative law and constitution on property rights in Peoples' Republic of China. The report may be used for informational purposes only. Without iResearch's written authorization, any organization or individual is not allowed to use the information in this report for any business purpose. Some sentences and data in this report are collected from public publications and their copyrights are owned by the original publishers. Without written authorizations from the original publisher and iResearch, no part of this report may be used for any business purpose. Statistics related to operators' revenue and market prediction are mainly obtained through interview, marketing survey, secondary sources and etc, some of which have not been confirmed by the related operators. In addition, statistics resulting from sample research in this report are influenced by sample structure. Due to the limitation of research method, limited sample and research sample, part of the result may not precisely reflect the situation. Customers should use this report as only a reference material in making business decisions. iResearch does not guarantee the accuracy of all data in this report. Company Description: iResearch Consulting Group: http://www.iresearch.com.cn Company Websites: iResearch continuous data service: www.iresearch.com.cn/data/ iResearch thematic research and consulting service: www.iresearch.com.cn/research/ online ads supervisory system iAdTracker: http://www.iadtracker.com online behavior research system iUserTracker: http://www.iusertracker.com iResearch Net: http://www.iresearch.cn iResearch conference service: www.iresearch.com.cn/events/ To purchase reports/Customized research, please contact: Beijing iResearch Co., Ltd. Address:Room 1509, Building D, 88 Road JianGuo (SOHO Modern Plaza) ,100022 Tel:010-51283899-843/821 Shanghai iResearch Co., Ltd. Address:Room 1008, Number 9, Lane 300, East Nandan Road, Shanghai, 200030 Tel:021-51082699 –research department Guangzhou iResearch Co., Ltd. Address: Room 707, Yaozhong Square, West Linhe Road, Tianhe District, Guangzhou, 510620 Tel:020 -38010229 Chief Consultant: Henry Yang, President Email: henry@iresearch.com.cn



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