金融服务营销的核心理念——价值的共同创造  

Value Co-Creation—the Fundamental Logic for Financial Services Marketing

作　　者：王桂琴[1,2] 

机构地区：[1]清华大学经济管理学院,北京100084 [2]电子科技大学经济管理学院,四川成都610054

出　　处：《金融研究》2011年第11期197-206,共10页Journal of Financial Research

摘　　要：金融服务营销是金融学和营销学的交叉领域。进入新世纪以来,服务营销的前沿研究使营销学的视角和理念发生了革命性的变化,价值的共同创造成为服务营销的核心理念。这一新的核心理念对金融服务营销的研究具有导向作用。价值共同创造模型揭示了金融服务营销必须强调作为服务供应商的金融机构与消费者的有效互动,成为价值的共同创造者。这一通过互动共同创造价值的模型对于提升银行等金融机构的核心竞争力具有战略性的指导意义。Financial services marketing is an inter-disciplinary research area. Over the past decade, new marketing perspectives have emerged that have revolutionized mainstream marketing logic into one that has value co, creation as its fundamental base. This new logic has major implications for the marketing of financial services. The value co-creation model in this paper demonstrates the marketing significance of effective interactions between financial institutions （FIs） , the service providers, and consumers for their joint value creation to happen. This value creation-through-interactions model offers strategic guidance for banks and other FIs in upgrading their core competitive competencies.

关 键 词：价值共同创造 互动 金融服务营销 

分 类 号：F832.2[经济管理—金融学]