《金融服務行銷》是清華大學出版社於2022年出版的圖書，作者是宋彤
基本介紹
- 書名：金融服務行銷
- 作者：宋彤
- 出版社：清華大學出版社
- 出版時間：2022年12月1日
- 定價：55 元
- 開本：16 開
- 裝幀：平裝
- ISBN：9787302620365
圖書簡介,圖書目錄,
圖書簡介
本教材的使用者，首先是金融專業學生。作為高校開設《金融服務行銷學》的課程教材，本教材力求緊扣時代脈搏，呼應金融服務日益全球化、信息化技術對金融服務行銷產生衝擊性影響的社會現實，很好地滿足了金融專業教學的需要，重點突出了套用型人才培養的核心要求，內容上緊扣高層次套用型人才培養的目標，契合校本專業實習的需求，起到專業課教材和專業實習輔助手冊的功能。
與現有的實習實訓教程相比，具有更強的針對性。與此同時，本教材提供了系統詳實的教學內容，可為專業基礎較薄弱的同學，作為輔助參考書及行銷工具書。
其次，本教材的讀者包括金融機構、企事業單位的行銷指導教師。金融服務行銷的教學、科研工作者以及金融機構、企事業單位的從業者，不僅要進行金融服務行銷理論知識學習，更需將相關理論知識運用在市場運營的具體實踐中。本書中大量的綜合訓練幫助讀者系統練習行銷方法，更好地提升行銷專業能力。此外，並非任何人都適合從事行銷工作，本教材提供的自我測評訓練，能為高校學生、金融從業者、金融機構人才培訓管理部門等提供行之有效的測量表。
圖書目錄
第一篇
導論篇
第一章
金融服務行銷導論 ························································································· 2
模組一
理論分析························································································· 2
第一節
服務與金融服務 ················································································· 3
一、服務的概念
······················································································ 3
二、服務的重要性
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4
三、服務的行銷學分類
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4
四、金融服務概述
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6
五、
金融服務的特點
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7
第二節
金融服務行銷
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7
一、金融服務行銷的概念
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7
二、研究金融服務行銷的意義
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8
三、市場行銷和金融服務行銷理論的發展階段
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9
四、我國金融服務行銷的發展歷程
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10
五、金融創新、科技進步給金融行業帶來新的變化
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···
12
第三節
金融服務行銷的學科基礎
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···
13
一、金融服
務行銷的基本功能
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13
二、金融服務行銷特徵
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14
三、金融服務行銷發展前景
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16
四、金融服務行銷學的研究範圍和研究方法
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16
五、金融服務行銷學的學科基礎和理論體系
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17
模組二
能力訓練
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20
第二章
金融服務中的購買決策與消費行為
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23
模組一
理論分析
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2
3
第一節
金融消費者購買決策
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24
一、金融消費者的需求特徵
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24
二、金融消費者購買行為模型
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·
2
5
三、金融消費者購買決策過程
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·
2
8
