金融服务营销的基本逻辑框架研究  

Foundational Premises for Financial Services Marketing

作　　者：王桂琴 

出　　处：《投资研究》2012年第10期3-13,共11页Review of Investment Studies

摘　　要：良好的客户关系和市场营销能力是银行等金融机构的核心竞争力。虽然"以客户为中心"的营销理念已经渗入中国银行金融业的公司战略,但是如何在业务实践中真实地体现这一理念,需要有体系化的行为准则和业务规范。本文的研究,旨在结合服务营销前沿研究的最新成果与现代金融理论来构建金融服务营销的基本逻辑框架。这一逻辑框架体现了以客户为中心的"价值共同创造"的创新性服务营销理念,用于引导和规范银行等金融机构的营销战略和业务行为,将对金融服务营销这一交叉学科的建设及银行金融业的企业实践产生长远的影响。Customer relationship management and marketing are key competencies of financial institutions （FIs）. The idea of ‘customer orientation’has been embraced in FIs’corporate strategy; nevertheless its real world implementation still lacks systematic principles and professional standards. Drawing on the latest developments in service marketing theory and modern finance theory, we propose a framework of 13 foundational premises （FPs） that reflects the service logic for financial services marketing with a clear customer orientation in marketing’s value co-creation. The framework will be able to guide FIs in their marketing strategy and business activities. The framework will have far-reaching impact on theoretical development of financial services marketing as an inter-discipline and on FIs’marketing practices.

关 键 词：金融服务营销 服务理念 基本逻辑前提 

分 类 号：F832.2[经济管理—金融学]