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1、2012-2013年度第一学期服务营销结课论文FinancialServicesMarketingAnalysisofHSBC9FinancialServicesMarketingAnalysisofHSBC1.IntroduceThemarketingoffinancialservicesisauniqueandhighlyspecializedbranchofmarketing.Thepracticeofadvertising,promoting,andsellingfinancialproductsandservicesisinmanywaysfarmo
2、recomplexthanthesellingofconsumerpackagedgoods,automobiles,electronics,orotherformsofgoodsorservices.Theenvironmentinwhichfinancialservicesaremarketedisbecomingmorecompetitive,makingthetaskofmarketingfinancialservicesincreasinglychallengingandspecialized.Financialservicesmarketersar
3、echallengedeverydaybytheuniquecharacteristicsoftheproductstheymarket.Forexample,oftenfinancialservicescannotbevisuallycommunicatedinadvertisementsaseasilyasconsumergoodscan.Furthermore,therelativelyunexcitingnatureoffinancialservicesmakesthetaskofattractingconsumerattentionandinspir
4、ingconsumerdesireadifficultone.However,thestudyoffinancialservicesmarketingisinmanywaysfarmorefascinatingthanotherareasofmarketing.Therearemanypredictablebehaviorsthatconsumersoftenexhibitintheirdealingswithfinancialservicesproviders.Thepredictabilityofthesebehaviorsandtheabundanceo
5、fdataonexistingandpotentialcustomersenableauniquelyscientificapproachtodevelopingandexecutingsuccessfulstrategiesforthemarketingoffinancialservices,muchmoresothaninothermarkets.Nowadays,financialservicemarkingsarefacingmanychallenges,thispaperwilltakeHSBCexample.Thebankisaserviceind
6、ustry,ithasitselfservicesmarketing.Servicesmarketingtypicallyreferstobothbusinesstoconsumer(B2C)andbusinesstobusiness(B2B)services,andincludesmarketingofservicesliketelecommunicationsservices,financialservices,alltypesofhospitalityservices,carrentalservices,airtravel,healthcareservi
7、cesandprofessionalservices.Therangeofapproachesandexpressionsofamarketingideadevelopedwiththehopethatitbeeffectiveinconveyingtheideastothediversepopulationofpeoplewhoreceiveit.Theaveragenumberoffinancialservicesusedpertypeoffinancialinstitutionprovidesfurtherevidenceontherelativeimp
8、ortanceofthevarious
