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Jingdong book

金融营销

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金融营销

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以我国金融业现状为背景,结合国内外先进的金融理论与实务,阐述了金融营销的战略、策略的制定及其方法等内容,免费提供教学配套课件

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本书以我国金融业现状为背景,结合国内外先进的金融理论与实务,阐述了金融营销的战略、策略的制定及其方法等内容。全书共12章,包括金融营销概述、金融业营销环境分析、金融业目标市场策略、金融服务产品策略、金融服务定价策略、金融服务分销渠道策略、金融服务的沟通与促销、金融企业服务人员管理策略、金融服务过程管理策略、金融企业的有形展示与形象设计、金融企业客户关系管理、金融营销的发展趋势。各章都配有相应的案例及其讨论,有助于读者理解和应用金融营销的基本理念、方法和策略,提高实务操作能力。

本书可供金融业同行和市场营销人员作为培训教材,也可供高等院校相关专业的师生作为教材或工具书之用。

Catalogue

第一章金融营销概述 1

【导入案例】“双十一”基金保险狂揽9亿 2

第一节金融营销概述 3

一、金融营销萌芽阶段(20世纪50年代—60年代) 3

二、金融营销发展阶段(20世纪70年代—80年代) 4

三、金融营销成熟阶段(20世纪90年代以来) 5

第二节金融营销的含义及特征 7

一、市场营销的含义 7

二、金融营销的内涵 8

三、金融营销的特点 10

第三节金融营销组合策略 11

一、产品 12

二、价格 12

三、分销 13

四、促销 14

五、人员 14

六、过程 15

七、有形展示 16

【本章小结】 16

【思考题】 17

【案例讨论】服务不专业投诉率居高不下金融机构服务质量有待提升 17

第二章金融业营销环境分析 21

【导入案例】欧美制裁俄罗斯的大赢家:中国银联卡 22

第一节金融业营销环境及特点 22

一、金融营销环境的内涵 22

二、商业银行营销环境的特点 24

第二节影响金融业营销的宏观环境分析 26

一、PESTN分析法 26

二、SWOT分析法 30

第三节影响金融业营销的微观环境分析 33

一、金融业客户需求与行为分析 33

二、金融业竞争者分析 36

【本章小结】 38

【思考题】 39

【案例讨论】尤努斯:为穷人服务的银行 39

第三章金融业目标市场策略 41

【导入案例】民生银行1.5亿助力长沙“美丽事业” 42

第一节金融市场细分 42

一、金融市场细分的内涵 42

二、细分方法 44

第二节金融目标市场的选择 48

一、目标市场的选择 48

二、目标市场的细分战略 50

第三节金融企业的目标市场定位 51

一、目标市场定位概述 51

二、目标市场定位的程序与方法 54

第四节金融市场的营销策略 55

一、金融营销策略的作用 55

二、金融市场营销的策略类型 56

【本章小结】 61

【思考题】 62

【案例讨论】民生银行上线“金融e管家”大数据驱动公司业务智能化 62

第四章金融服务产品策略 65

【导入案例】招商银行推出“微信银行”金融产品 66

第一节金融服务产品整体概念 67

一、金融服务产品的概念与特征 67

二、金融服务产品的分类 68

三、金融服务产品层次划分 69

第二节金融服务产品组合 70

一、金融服务产品组合的概念 70

二、金融服务产品的组合策略 71

第三节金融服务产品生命周期与营销策略 73

一、金融服务产品生命周期 73

二、金融服务产品生命周期各阶段的营销策略 74

第四节金融服务新产品开发 76

一、金融服务新产品的含义和种类 77

二、金融服务新产品的开发策略 78

三、金融服务新产品的开发程序 79

第五节金融服务产品的品牌策略 81

一、金融服务产品品牌的基本概念和作用 81

二、金融服务产品品牌策略 82

【本章小结】 83

【思考题】 84

【案例讨论】大行起舞互联网:工行3+3产品不怕跨界农行紧跟 84

第五章金融服务定价策略 87

【导入案例】澳大利亚银行的新产品定价策略 88

第一节金融服务定价的目标 88

一、实现利润最大化 89

二、巩固和提高市场占有率 89

三、应对同业竞争 89

四、提高金融服务质量 90

五、树立品牌形象 90

第二节金融服务定价的影响因素 90

一、成本因素 90

二、市场需求因素 91

三、市场竞争因素 92

四、其他因素 93

第三节金融服务定价的方法 94

一、成本导向定价法 94

二、需求导向定价法 95

三、竞争导向定价法 97

第四节金融服务定价策略 99

一、心理定价策略 99

二、撇脂定价策略 100

三、渗透定价策略 101

四、折扣定价策略 101

五、关系定价策略 102

【本章小结】 103

【思考题】 103

【案例讨论】缤纷华夏银行卡刷出多彩新生活 103

第六章金融服务分销渠道策略 107

【导入案例】工行“线上POS”亮相或颠覆传统网上支付模式 108

第一节金融服务分销渠道 109

一、金融服务分销渠道概述 109

二、金融服务分销渠道的类型 110

三、金融机构直接分销渠道 112

四、金融机构间接分销渠道 116

第二节金融服务分销渠道的选择与拓展 119

一、金融服务分销渠道决策的基本原则 119

二、影响金融服务分销渠道选择的因素 120

三、金融机构分销渠道的拓展 123

第三节金融服务分销渠道的新发展 124

一、网上银行分销策略 124

二、电话商业银行 128

三、销售点终端 129

四、企业银行 129

【本章小结】 130

【思考题】 131

【案例讨论】邮政储蓄银行分销渠道发展之路 131

第七章金融服务的沟通与促销 135

【导入案例】银行和保险企业备战“双十一”多样化形态促销 136

第一节金融服务沟通 136

一、金融服务沟通的概念 136

二、金融服务沟通的目标 137

三、金融服务沟通策略 139

第二节金融服务促销 139

一、金融服务促销概述 139

二、金融服务促销的意义 140

三、金融服务促销的影响因素 141

四、金融服务促销的决策过程 142

第三节金融服务促销组合 146

一、人员促销 147

二、广告促销 150

三、营业推广 154

四、公关促销 156

【本章小结】 158

【思考题】 159

【案例讨论】工行一次成功的服务营销案例 159

第八章金融企业服务人员管理策略 161

【导入案例】科技和人才双轮驱动工行国际化 162

第一节金融企业服务人员的地位与利润链 162

一、金融企业服务人员的地位 163

二、金融企业服务人员的重要性 163

三、金融企业内部营销及服务利润链 165

第二节金融企业内部营销及成功的前提 169

一、建立顾客导向的内部营销战略 169

二、打造金融企业内部文化 170

三、有效的组织支持 171

四、合理的内部市场调研和市场细分 172

五、技术支持 173

第三节金融企业内部营销体系的构建 174

一、内部市场调研 174

二、内部市场细分 174

三、招聘教育和培训 175

四、激励与认同 176

五、授权 177

六、沟通 177

七、团队和集体协作 178

【本章小结】 178

【思考题】 178

【案例讨论】交通银行福建省分行营业部用“心”服务客户 178

第九章金融服务过程管理策略 183

【导入案例】招商银行私人银行业绩居首立志成为高端客户“首选” 184

第一节金融服务过程及管理 185

一、金融服务过程 185

二、服务过程的分类 186

三、金融机构服务过程的失误与补救 189

四、金融服务过程的改进 194

第二节金融服务流程设计 197

一、服务蓝图法 198

二、生产线法 202

【本章小结】 206

【思考题】 206

【案例讨论】招商银行服务“10大升级”优质体验成就“客户之悦” 207

第十章金融企业的有形展示与形象设计 211

【导入案例】沃德财富博览会成功展示交通银行财富管理银行形象 212

第一节金融企业的有形展示 213

一、有形展示的内容与功能 213

二、金融企业有形展示的类型 216

第二节CIS战略 218

一、CIS概述 218

二、CIS战略的主要内容 222

第三节金融企业的形象设计 225

一、企业形象策划的基础作业 225

二、金融企业形象的调查与分析 226

三、CIS设计 233

【本章小结】 236

【思考题】 236

【案例讨论】浦发:“从新到心,再到行”的对接 236

第十一章金融企业客户关系管理 239

【导入案例】摩根士丹利客户关系管理应用 240

第一节金融企业客户关系管理概述 241

一、客户关系管理的内涵 241

二、金融企业实施客户关系管理的优势 242

三、金融企业客户关系管理的内容 245

第二节金融企业客户关系管理系统的实施 246

一、建立客户数据库 246

二、客户评价与分级管理 248

三、客户满意与忠诚管理 250

第三节金融服务“一对一”营销 254

一、“一对一”营销的内涵 254

二、“一对一”营销的过程 255

三、金融企业“一对一”营销的意义 257

【本章小结】 257

【思考题】 257

【案例讨论】中国平安保险公司北京分公司一体化CRM 258

第十二章金融营销的发展趋势 261

【导入案例】微众银行试营业“刷脸”即可贷款 262

第一节互联网金融营销 263

一、互联网对金融营销的改变 263

二、互联网金融产品 264

三、互联网金融机构与平台 265

四、互联网金融营销策略 267

第二节全球化金融营销 270

一、全球化金融营销背景及原因 270

二、金融服务全球化战略 273

第三节金融体验营销 276

一、金融体验营销的内涵 276

二、体验营销的主要内容 277

三、金融体验营销工具 280

【本章小结】 281

【思考题】 281

【案例讨论】“银联卡经济圈”扩至全球 282

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