服务营销论文 Financial Services Marketing Analysis of HSBC概要1.docVIP

2012-2013年度第一学期 服务营销结课论文 Financial Services Marketing Analysis of HSBC Financial Services Marketing Analysis of HSBC 1. Introduce The marketing of financial services is a unique and highly specialized branch of marketing. The practice of advertising, promoting, and selling financial products andservices is in many ways far more complex than the selling of consumer packaged goods,automobiles, electronics, or other forms of goods or services. The environment in which financial services are marketed is becoming more competitive, making the task of marketing financial services increasingly challenging and specialized. Financial services marketers are challenged every day by the unique characteristics of the products they market. For example, often financial services cannot be visually communicated in advertisements as easily as consumer goods can. Furthermore, the relatively unexciting nature of financial services makes the task of attracting consumer attention and inspiring consumer desire a difficult one. However, the study of financial services marketing is in many ways far more fascinating than other areas of marketing. There are many predictable behaviors that consumers often exhibit in their dealings with financial services providers. The predictability of these behaviors and the abundance of data on existing and potential customers enable a uniquely scientific approach to developing and executing successful strategies for the marketing of financial services, much more so than in other markets. Nowadays, financial service markings are facing many challenges, this paper will take HSBC example. The bank is a service industry, it has itself services marketing. Services marketing typically refers to both business to consumer (B2C) and business to business (B2B) services, and includes marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and