Financial services marketing digital currency

1.

The definition of financial service marketing
is financial service a proct or a service
the development of financial service marketing is financial service a proct or a service
- from the viewpoint of financial services marketing manual
the financial services marketing manual published in April 2009 concts a comprehensive and cutting-edge research in this field. As for the basic concepts of financial services marketing, the authors, Evelyn ellynch and Duke vannery, put forward that: in order to apply the general marketing principles to financial services, First of all, we have to ask: is the commodity being promoted a proct or a service? What's the difference? First of all, we admit that there are many differences between them. For example, suppose you are in charge of a new credit card business called topnotch card, which is facing a high-end market. This kind of credit card provides a lot of extra services, and correspondingly charges quite a high annual fee. As a marketer, one of your jobs is to use focus group interview, survey and other market research methods to help proct designers determine what additional features of procts will be most expected by future customers and how much they are willing to pay for these services; Next, you need to accurately demonstrate the advantages of the procts you are marketing over those of your competitors, and find ways to market and disseminate these advantages to your target market segments. These are typical proct marketing
you have done a good job in all the above work, and your topnotch card has started to be released, and the progress is even better than you expected. But then you start to notice some disturbing numbers - some customers start to cancel their credit card business, and it's far more than you expected. After a lot of interviews with new and old customers, you find that the service provided to the credit card customers is unbalanced. Sometimes, customer service representatives can provide great help to customers, but sometimes they make customers dissatisfied. The reason is that although customer service representatives have been trained to provide topnotch card service, their salary is related to the number of customers they serve rather than customer satisfaction. As a result, the customer's experience of the card does not match its luxury and customized brand image. The mistake is that you're marketing a proct (all topnotch cards are the same), not a service (every experience with topnotch cards is different)
financial services as procts
as mentioned above, financial services are neither procts nor services, but they have both elements. The following are some of the same aspects of financial services and procts:
1. Separability. Unlike many kinds of services, the proction of many financial procts can be separated from their consumption. Consumers don't have to be in the bank to use a current account. Just like sneakers, current accounts are "proced" before they are sold and then used
2. Lack of perishability. Unlike booking a dinner, a credit card exists when the customer needs it. It's not perishable. This makes it easier for financial suppliers to manage the supply and demand of services. Unlike a restaurant with limited seats, where every customer wants a table at 8 p.m. on Saturday, the supply of credit cards can be adjusted to meet their needs
3. Mass proction. Typically, all kinds of services are created and delivered at one time within a certain period of time, and procts are usually mass-proced. Many financial services, such as financial advice, are personalized. On the contrary, other financial services can be mass proced and mass marketed, such as insurance policies, school savings accounts, or data analysis systems used by bond dealers. Mass proction makes it possible to promote sales and rece costs
financial services as a service
current deposit accounts can be "proced", but can not be touched. Unlike facing a car, you can't touch a current account or check its appearance with your eyes or hands. There is no physical presence in the current account. Although the term "proct" is often used in the financial world, "procts" of financial services are not procts in the full sense because they are intangible. Intangible things have some common characteristics
1. Low market access cost. The cost of manufacturing, storing and distributing financial "procts" is low or no. The low start-up cost means that the threshold for creating or plicating a financial proct is very low. Although there may be legal restrictions and certain marketing expenses, the capital cost of creating a new proct is negligible, and there are no warehousing and physical distribution costs
2. When a manufacturer proces a new type of toy or aircraft, he must first design blueprints, make models, check the integrity of the design, and even remodel the samples before the proct trial sale. But in financial services, creativity is a proct. If an investment bank can come up with a new way to securitize cash flow (such as selling shares of a pop singer's future royalty), it can sell shares as soon as the ink on the stock issue plan is dry
3. Lack of exclusivity. A successful manufacturing new proct usually enjoys a period of exclusivity, ring which there is no competition. To prevent competitors from stealing exactly the same model, the proct can be patented (such as a drug) or registered trademark (such as software). If other manufacturers want to build a competitive proction facility (such as a facility for procing a new type of aircraft), the cost is so high that it is not feasible< However, in the field of financial services, there is a lack of protection measures and the cost of market entry is low. Merrill Lynch "invented" the first CMA (cash management account) in the late 1970s. This is the first time that a brokerage company has launched an account with both investment service and current deposit service. This "invention" is very successful and has brought many new businesses to Merrill Lynch. But it didn't last long. In a few years, all brokerage companies had such accounts. Although Merrill registered a trademark for the proct name, it could not protect the idea, and its first mover advantage as the founder soon disappeared
service first
because it is easy to a new financial service idea, it is difficult to achieve proct differentiation. No matter what additional features you add to your proct, such as affiliation credit cards or online bill payment, these ideas can be easily copied by your competitors. In the long run, the added value does not come from the proct itself, but from other aspects
Where does the added value come from? The most important difference comes from service. For a proct, you can control its quality from the source of the proction process. For service, the quality is in the hands of the sales staff or customer management staff, who can improve (or rece) its quality. This means that the quality of your proct will vary depending on the indivial who sells or offers it. All HP 2210 color copiers are the same, but all financial advisers are different
therefore, one of the biggest challenges faced by marketing financial services organizations is to control service quality. This is a difficult task, especially in areas where third parties are responsible for providing services because they do not have a direct employment relationship with the manufacturer of the services. These third parties include investment advisers, independent insurance intermediaries or third-party managers of pension plans
the development of financial service marketing
in fact, not only in China, but also abroad, the research on financial service marketing started late. The relevant information is relatively small. Time stage representative event marketing focus was born in the 1950s. In 1958, it was first mentioned marketing advertising and promotion at the United Bank of America conference. In the 1960s, friendly service promoted "smile" service and improved service. In the 1970s, financial innovation was the fastest in Citigroup. In 1961, Citigroup launched large amount transferable certificates of deposit (CDS), It opened the prelude of the wave of bank proct innovation
and the comprehensive "financial revolution" broke out in the 1970s: insurance companies launched a variety of insurance, banks provided credit card services, mutual funds, international insurance and other financial procts and services innovation. In the 1980s, financial positioning and modern marketing, many financial institutions chose to determine their own image and service focus; Strengthen the research and analysis of marketing environment, formulate long-term and short-term marketing plans, establish market segmentation, value positioning and competitive advantage of marketing department
marketing research, analysis, planning and control

{RRR}

2. The marketing of banking business is a systematic project composed of analysis, planning and control, which is an inevitable choice for the development of China's financial instry. Only by timely analyzing the domestic and foreign economic and financial situation and the changing financial market demand, and seizing the market development opportunities, can we maintain the continuous development trend. Employees engaged in this work should have a strong marketing concept, pay attention to customer needs, not only take customer needs as the starting point of marketing, but also run through the whole process of bank marketing. At the same time, we should adhere to the overall marketing strategy, coordinate the use of market segmentation, proct positioning, service innovation, advertising and other means, establish a good image of the bank and seek long-term interests
specifically:
first, make a serious investigation, formulate development goals, determine marketing strategies, formulate feasible action plans and implement them
the second is to strengthen the transformation of business concepts, in-depth market research, to establish a good customer relationship, on the basis of consolidating old customers. Develop new customers
the third is to minimize risks and minimize losses
the fourth is to strive to develop new business varieties according to the changing needs of customers and the market
fifthly, strengthen the training of staff quality, and cultivate comprehensive talents with comprehensive business and high management level< The sixth is to give full play to the advantages of "online banking" and develop potential customers.
the seventh is to increase advertising, promotion and publicity
eight is to select target customers and do a good job in positioning.

3. Generally speaking, the main differences between service marketing and goods marketing are as follows: different procts for marketing, different purchase and consumption behaviors of users, different elements of marketing mix, and different difficulties in evaluating the quality of procts
difference:
1. The difference between intangible and tangible. The proct form of service is intangible, intangible, invisible, and the value of service is difficult to measure; Physical procts are tangible, and it's easy for people to feel the real value of procts
2. There are differences in proct scalability. The service procts can be expanded and improved in a large space, and the service time and service form can be changed anytime and anywhere; Once the physical procts are put into proction, it is very troublesome and costly to seek improvement. Moreover, for the majority of dealers, they have no right and ability to improve the procts
3. There are different difficulties in marketing. The marketing difficulty of service procts is that the value of service is difficult to measure, which often makes people feel illusory; The difficulty of physical proct marketing lies in the fact that users see, like is like, don't like is don't like, it's difficult to change the user's cognition<

the following are some aspects of the same financial services and procts:
1. Separability. Unlike many kinds of services, the proction of many financial procts can be separated from their consumption. Consumers don't have to be in the bank to use a current account. Just like sneakers, current accounts are "proced" before they are sold and then used
2. Lack of perishability. Unlike booking a dinner, a credit card exists when the customer needs it. It's not perishable. This makes it easier for financial suppliers to manage the supply and demand of services
3. Mass proction. Typically, all kinds of services are created and delivered at one time within a certain period of time, and procts are usually mass-proced. Many financial services, such as financial advice, are personalized. On the contrary, other financial services can be mass proced and mass marketed, such as insurance policies, school savings accounts, or data analysis systems used by bond dealers. Mass proction makes it possible to promote sales and rece costs.

4. Service includes internal and external services. Generally, those who do service marketing only do internal services, but not external services. The simplest way to do service marketing is to treat customers as friends
finance generally refers to the profit that can be brought to customers according to the procts they sell, how customers choose reasonable procts according to their own situation, the profit analysis and market analysis brought by different procts, recommend appropriate procts according to customers' needs, and constantly help customers complete any problems ring the transaction
in fact, everyone can do service, that is, many people don't know how to do it. In fact, the more you know about customers and always put the interests of customers first, it's very easy for you to do service.

5. Nowadays, the most popular way of marketing is mix and match, cross-border, fund and FMCG belong to two different categories. With the increasingly fierce market competition and the mutual penetration and integration of instries, it is difficult to clearly define the "attribute" of an enterprise or a brand. Crossover has become the most fashionable word in the world. From traditional to modern, from east to west, the trend of crossover is becoming more and more intense, It represents the fusion of a new life attitude and aesthetic style.

6.

Financial marketing is the expansion of marketing in the financial field, which was first applied in the banking instry. In 1958, the concept of "bank marketing" was first put forward at the meeting of the National Association of banks, but people really realized the important role of marketing in financial institutions after the 1970s. In 1972, the British banker magazine defined financial marketing as "a management activity that leads profitable banking services to selected customers". The "banking service" here refers to the procts and services provided by financial enterprises

Marketing Master Philip; According to Kotler, financial marketing refers to the operation and management activities in which financial enterprises take the financial market as the guidance, customer demand as the core, and all financial enterprises adopt the overall marketing behavior to meet the needs and desires of customers with financial procts and services, so as to realize the interests of financial enterprises. The marketing purpose of financial enterprises is to promote a certain financial operation concept and obtain certain income with the help of well-designed financial tools and related financial services

7. Of course not. General proct marketing can facilitate the transaction by allowing customers to intuitively understand the quality, performance, appearance and other aspects of the proct. However, financial service marketing can not get intuitive benefits in a short period of time, such as funds, insurance and so on. On the other hand, the marketing of general procts has little or no risk for customers, but financial procts have to bear high risk for customers. So in terms of marketing, financial service marketing and general proct marketing are essentially different in theory and practice

first, choose the first view. Because the financial service procts are service-oriented, while the entity enterprises are proct-oriented. Different subjects have different theoretical knowledge of these two subjects. The procts and services provided by financial enterprises are inseparable from services. When a financial enterprise provides its procts to customers, it also provides corresponding services. The provision of procts is synchronous with service in time and place. Therefore, one of the biggest challenges faced by marketing financial service organizations is to control service quality. And the marketing direction also focuses on the service marketing. In contrast, the marketing direction of entity enterprises is mainly to meet the needs of consumers and enhance the use value of procts. It is the main development direction of enterprises to constantly meet the needs of consumers. In the process of proct marketing, the main body is the proct's own value

secondly, consumers' consumption expectations of financial services and physical procts are different. When consumers consume financial services, they are mainly to meet the expected income brought by financial services, and they are to consume future income, such as funds and stocks. There are risks in the process of consumption, which requires consumers to have a detailed understanding of the content of financial services in the early stage of consumption. The consumer's consumption expectation of physical procts is to meet their own demand for the use value of procts. In the process of purchasing, they can intuitively and clearly understand the quality, performance, appearance and other information of procts. And through comparison, and measure the value of the proct to determine whether to buy. Therefore, the marketing guiding theory is different for consumers' consumption expectation psychology.

8. 1、 Check the quality of the house in detail, including whether there are cracks in the walls, doors and windows, balconies, etc; Second, check whether the facilities and equipment indicated in the sales contract are missing, and whether the brand and quantity are consistent; Third, check whether water, electricity, natural gas, water and sewage pipelines are open and in normal use; Fourth, check whether there are problems such as planning, design changes or residential shrinkage; Fifthly, check the related quality problems and indoor harmful gas exceeding the standard; Sixth,
the problems found should be noted on the building inspection sheet. If the building cannot be repossessed, the reasons for not repossessing the building should be specified in detail, and the developer should sign and seal it. Ask for "two books and one form" to ask for "residential quality guarantee" and "residential user's Manual" from the developer, so as to repair according to the contract in case of quality problems in the future "Residential quality guarantee" is a promise made by developers for housing quality, warranty period and scope. The "residential user's Manual" is for housing design, construction and acceptance of specific technical indicators, such as seismic index, wall structure type and so on. At present, China's real estate instry has formed a general unified standard in the "residential quality guarantee" and "residential user's Manual", with few problems; At present, the main problem is "completion acceptance record form". According to relevant regulations, every item in the record form of completion acceptance must be reported to the competent department for record. When you check your house, you can't only see if the developer has this "record form". At the same time, you must carefully check whether each item has been recorded, such as fire-fighting facilities "Completion acceptance record form" has a strict binding effect on real estate developers. As long as the project is submitted to the competent department for record, the developer must be responsible for the real estate for life. If there is a problem, the developer can be held responsible. Sign for "House acceptance form" after you check the property and before you are ready to sign for "House acceptance form", you must sign the "Property Management Convention" and make a prior agreement to avoid disputes in the future. You need to know what constitutes the property management fee to be paid in the future, and how to check the cleaning fee, security fee and greening fee, so as to make it clear. At the same time, check the qualification of your residential property management company, whether it has the management standards you require. After that, you need to know how much of the shared area of the property you buy. You need to ask the developer to issue the "completion survey form" issued by the Beijing Municipal Bureau of housing and land administration or the surveying and mapping team directly under the District Bureau, so that you can know it from the bottom of your heart. After the completion of the basic proceres, you can sign the "House acceptance form".