日志
天津财经学院《金融服务营销学》教学大纲
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前 言
本课程是为适应学院培养“宽口径”、“厚基础”、“重能力”的经济管理专门人才而开设的一门专业课程，是天津财经学院金融系专业课之一。
本课程修读对象为金融系金融专业，包括货币银行学、国际金融学、投资学和保险学等服务性专业必修课程，本专业的基础理论课程《服务营销》适用于全院本科专业学生。该课程旨在使学生了解和掌握从事金融管理、业务等实务工作所必须的市场营销学知识，包括服务营销学的基础知识、人员、技术与市场管理的基本方法以及服务营销学的定量与定性分析等。作为营销学的知识体系，它包括服务营销学基本原理、服务市场分析方法、服务战略计划与策略的制订、服务营销管理方法等。
本课程结合我国现状，借鉴国内外科研成果，考虑到服务营销学注重实务操作的特点，基础理论篇幅较少，以操作技术和管理方法为主，重点培养实用性人才。
为了培养外向型人才，本课程拟采用英文原版教材，开设双语教学。鉴于金融服务营销学的基础是服务营销，目前采用的是服务营销基础知识教材，配合金融营销案例。
本课程的先导课程是市场营销原理、会计、计量经济学等专业基础课程以及英语四级等课程。
《金融服务营销学》教学大纲目录
教学内容 ………………………………………………………………… 1
第一章 Distinctive Aspects of Service Management…………… 1
第二章 Customer Involvement in Service Process……………… 2
第三章 Managing Service Encounters……………………………… 3
第四章 Customer Behavior in Service Settings………………… 4
第五章 Targeting Customers, Managing Relationships and Building Loyalty…………………………… 6
第六章 Complaint Handling and Service Recovery……………… 7
第七章 Positiong Value in a Competitive Market……………… 8
第八章 Creating the Service Product and Adding Value……… 9
第九章 Pricing Strategies for Services………………………… 10
第十章 Customer Education and Service Promotion………………12
第十一章 Creating Delivery Systems in Place, Cyberspace,
and Time ……………………………………………………14
第十二章 Enhancing Value by Improving Quality and Productivity
…………………………………………………………… 16
第十三章 Balancing Demand and Capacity………………………… 17
第十四章 Managing Customer Waiting Lines and Reservations…18
第十五章 Managing People in Service Organization…………… 20
第十六章 Organizing for Service Leadership…………………… 21
第十七章 International and Global Strategies in Service Management ………………………………………23
第十八章 Technology and Service strategy…………………………25
案例
教材外补充内容
重点章节 (重要问题) …………………………………………………… 27
参考书目 ………………………………………………………………… 28
课时分配 ………………………………………………………………… 29
教 学 内 容
第一章 Understanding Service
教学要求：本章要求了解现代经济中服务的重要性、服务营销与商品营销的区别、服务公司的综合管理、服务行业的国际化。
内容结构：
一、Service in the Modern Economy
1. What is Service?
2. Understanding the Service Sector
二、Marketing Services versus Physical Goods
⒈ No Customer Ownership of Services
⒉ Service Products As Intangible Performances
3. Customer Involvement in the Production Process
4. People as Part of the Product
5. Greater Variabilitiy in Operational Inputs and Outputs
6. Difficulty of Customer Evaluation
7. No Inventories for Services after Production
8. Importance of the Time Factor
9. Different Distribution Channels
三、An Integrated Approach to Service Management
1. The Eight Components of Integrated Service Management
2. Linking Services Marketing, Operations, and Human Resources
3. Marketing Services versus Marketing Goods through Service
4. Creating Value in a Context of Value
四、The Evolving Enviroment of Services
1. Government Policies
2. Social Changes
3. Business Trends
4. Advances in Information Technology
5. Internationalization and Globalization
6. Managing in a Continually Changing enviroment
Conclusion
Review Questions
Application Exercises
本章重点（重要问题）：
服务的基本概念、服务行业发展情况、服务产品的无形性和由此引发的相关特点服务产品的生产过程和特点、服务管理综合方法和服务环境的发展变化。
第二章 Customer Involvement in Service Processes
教学要求：本章要求了解各种服务之间是怎样区别的、服务过程及其种类、不同服务过程对管理人员提出的挑战。
内容结构：
一、 How Do Services Differ from One Another?
1. The Value of Classification Schemes
2. Core Products Versus Supplementary Services
3. How Might services Be Classified?
(1) The Degree of Tangibility or Intangibility of Service Processes
(2) Who or What is the Direct Recipient of the Service Process
(3) The Place and Time of Service Delivery
(4) Customizaion versus standardization
(5) Nature of the Relationship with Customers
(6) Extent to Which Demand and Supply Are in Balance
(7) Implications of Different Classifications
二、 Service as a Process
1. Categorizing Service Processes
(1) People Processing
(2) Possession Processing
(3) Mental Stimulus Processing
(4) Information Processing
2. Variations in Customer Involvement
三、 Differnet Processes Pose Distinctive Management Challenges
1. Identifying Service Beneficts
2. Design of the Service Factory
3. Alternative Channels for Service Delivery
4. Making the Most of Information Technology
5. Balancing Supply and Demand
6. People as Part of the Product
7. Avoiding Overgeneralization
Conclusion
Review Questions
Application Exercises
本章重点（重要问题）：
服务的分类方法、核心产品与辅助服务的区别、服务过程的分类、顾客参与服务生产过程的程度不同、管理人员怎样识别服务特点（给顾客带来的好处），服务工厂的设计、服务交付方法、服务行业怎样利用IT产业发展业务、服务行业需求与供应关系管理概念等。
第三章 Making Service Encounter
教学要求：本章要求了解顾客与服务操作之间的关系、服务体系、服务接触管理、爱找麻烦的顾客及其管理、顾客作为服务的合作生产者。
内容结构：
一、 Customers and the Service Operation
1. Technology and Customer Contact
2. Service Encounters: Differing Levels of Customer Contact
3. Service as a System
4. Service Operations System
5. Service Delivery System
6. The Dramaturgy of Service Delivery
7. Role and Script Theories
8. Service Marketing System
二、 Managing Service Encounters for satisfactory Outcomes
1. Managing People in Service Encounters
2. Critical Incidents in Service Encounters
(1) The Customer’s Perpective
(2) The Employee’s Perspective
三、 The Problem of Customer Misbehavior
1. Addressing the Challenge of Jaycustomers
2. Six Types of Jaycustomers
四、 The Customer as coproducer
1. Service Firms as Teachers
2. Increasing Productivity and Quality When Customers Are Coproducers
Conclusion
Review Questions
Application Exercises
辅助读物：Service Theatre: An Analytical Framework for Services Marketing
Critical Service Encounters: The Employee’s Viewpoint
本章重点（重要问题）：
技术发展对服务接触的影响、服务中与顾客接触的不同水平、服务业务系统、服务交付系统、服务交付的表演艺术、角色与剧本理论、服务营销系统及其实物表现、服务接触中的关键事件、六种爱找麻烦的顾客、服务公司指导顾客消费以及相关的生产效率和质量。
第四章 Focus on Customers and Managing Relationships
教学要求：本章要求了解服务消费的性质、了解顾客需求和期望、顾客是怎样评估服务绩效的、在战略上怎样应对服务行为的无形性、服务的购买过程、如何评估服务工作、了解顾客在服务体验中不同点上的行为。
内容结构：
一、The Nature of Service Consumption
1. Understanding User Costs for Services
第五章 Targeting Customers,Managing Relationships, and Building Loyalty
教学要求：本章要求了解服务公司有效使用生产能力制定的市场划分战略、挑选合适顾客组合、创造和保持重要的顾客关系和寻求顾客忠诚。
内容结构：
一、
Targeting the Right Customers Searching for Value, Not Just Numbers Technographic Segmentation
二、Segmentation Strategies for Effective Capacity Utilization
二、Segmentation Strategies for Effective Capacity Utilization
Customers As Part of the Service Experience Can Firms Rstrict Service to Target Customers Only?
三、Selecting the Appropriate Customer Portfolio
三、Selecting the Appropriate Customer Portfolio
Creating a Portfolio of Market Segments Attracting, Retaining, Upgrading, and Terminating Customers
四、Creating and Maintaining Valued Relationships
四、Creating and Maintaining Valued Relationships
Relationships versus Transactions
(1) Transactional Marketing
(1) Transactional Marketing
(2) Database Marketing
(3) Interaction Marketing
(4) Network Marketing
Creating Member Ship Relationships
五、The Search for Customer Loyalty
五、The Search for Customer Loyalty
Realizing the Full Profit Potential of a Customer Relationship Reinforcing Loyalty by Rewarding Repeat Users Frequent-Flyer Programs in the Airline Business
Conclusion
Conclusion
Review Questions
Application Exercises
本章重点（重要问题）：
服务公司如何寻找合适的顾客、寻找顾客时要考虑是其给公司带来的价值，不是数量、划分市场的方法、如何吸引和保留顾客、升级和终止与顾客的关系、关系营销与交易营销、如何建立长期关系、如何最大限度挖掘顾客关系中的利润、如何制定经常性顾客的奖励计划。
第六章 Complaining Handling and Service Recovery
教学要求：本章要求了解顾客投诉行为、服务补救措施对顾客忠诚的影响、服务质量担保和顾客投诉管理。
内容结构：
一、Consumer Complaining behavior
1. Customer Response to Service Failures
2. The TARP Study of Consumer Complaint Handling
(1) What Percent of Problems are Reported?
(2) Where Do People Complaint?
(3) Who is Most Likely to Complain?
(4) Who Don’t Unhappy Customers Complain?
Variations in Dissatisfaction by Industry Factors Influencing Complaining Behavior Complaints as Market Research Data Making It Easier for Customers to Complain
二、Impact of Service Recovery Efforts on Customer Loyalty
二、Impact of Service Recovery Efforts on Customer Loyalty
Service Recovery Following Customer Complaints Principles Effective Problem Resolution
三、Service Guarantees
三、Service Guarantees
Builting Strategy around the Service Guarantee at Promus Hotel Corporation
(1) Designing the Guarantee
(1) Designing the Guarantee
(2) Pilot Test
(3) Subsequent Experience
Developing Viable Guarantees
(1) Guaranteeing Specific Elements
(1) Guaranteeing Specific Elements
(2) Avoiding Inappropriate Use of Guarantees
Conclusion
Review Questions
Application Exercises
本章重点（重要问题）：
顾客对服务失败的几种反应、哪些顾客最容易投诉、为什么大多数顾客不投诉、不同行业顾客的投诉情况、影响顾客投诉行为的因素、投诉为市场研究带来的动力、如何建立有效的投宿反馈体系、服务补救措施的作用、有效解决问题的原则、如何围绕服务质量保证构筑战略、如何制定可行的质量保证。
补充阅读材料：
Listening to the Customer: The Concept of a Service – Quality Information System
第七章 Positioning a Service in the Marketplace
教学要求：本章要求了解如何在市场为服务定位、如何寻找竞争优势、如何创造竞争定位、制定定位战略的步骤、如何绘制定位图。
内容结构：
一、The Search for Competitive Advantage
1. Four Focus Strategies
2. Identifying and Selecting Target Segments
3. Using Research to Develop a Service Concept for a Specific Segment
4. Importance versus Determinance
二、Creating a Competitive Position
1. Copy Positioning versus Product Positioning
2. Positioning’s Role in Market Strategy
三、Steps in Developing a Positioning Strategy
1. Anticipating Competitive Response
2. Evolutionary Positioning
四、Developing Positioning Maps
1. Using Positioning Maps to Plot Strategy: An Example from the Hotel Industry
(1) Positioning the Palace
(2) Anticipating New Competitors
2. Changing Perceptions Through Advertising
3. Innovation in Positioning
Conclusion
Review Questions
Application Exercises
本章重点（重要问题）：
四种寻找服务市场的目标战略、如何找到和挑选目标市场、如何研究开发特定市场、募本战略与产品战略、市场战略中定位所用、动态定位、如何使用定位图寻找合适战略、如何通过广告宣传改变顾客对服务公司的形象看法、定位的创新。
第八章 Creating the Service Product and Adding Value
教学要求：本章要求了解如何进行服务创新、如何计划和创造服务产品、了解服务产品内容、绘制服务蓝图、寻找和为辅助服务分类、计划和为服务产品树立品牌形象、新服务的开发。
内容结构：
一、Planning and Creating Service
1. Key Steps in Service Planning
2. The Impact of Technology
二、Understanding the Service Offering
1. The Augmented Product
2. Defining the Nature of the Service Offering
三、Service Blueprinting
1. Developing a Blueprinting
2. Blueprinting the Restaurant experience
四、Identifying and Classifying Supplementary Services
1. Information
2. Ordertaking
3. Billing
4. Payment
5. Consultation
6. Hospitality
7. Safekeeping
8. Exeptions
9. Managerial Implications
五、Planning and Branding Service Products
1. Product Lines and Brands
2. Offering a Branded Experience
六、New Service Development
1. A Hierarchy of New Service Categories
(1) Major service innovations
(2) Major process innovation benefits
(3) Product line extension
(4) Process line extensions
(5) Supplementary service
(6) Service improvements
(7) Style changes
2. Reengineering Service Processes
3. Physical Goods As a Source of New Service Ideas
4. Using Research to Design New Services
5. Achieving Success in New Service Development
(1) Market synergy
(2) Organizational factors
(3) Market research factors
Conclusion
Review Questions
Application Exercises
本章重点（重要问题）：
制定服务计划的重要步骤、技术发展对开发服务产品的影响、如何界定服务性质、如何绘制服务蓝图、8种常见的辅助服务、服务产品与品牌、开发新服务的7种方法、服务过程的再设计、新服务想法的来源、如何采用研究方法开发新服务、服务开发成功的关键因素。
第九章 Pricing Strategies for Services
教学要求：本章要求了解服务定价战略、顾客对支付服务款的看法、服务定价背景、建立定价目标、定价战略的基础、定价与需求之间的关系、服务定价战略的实践。
内容结构：
一、Paying for Service: The Customer’s Perspective
1. Identifying the Outlays Incurred by Customers
2. Understanding Net Value
3. Increasing Net Value by Reducing Nonfinancial Costs of Service
二、The Context of Service Pricing
1. What Makes Service Pricing Different?
(1) No ownership of Services
(2) Variability of Both Inputs and Outputs
(3) Many Services are Hard to Evaluate
(4) Importance of the Time Factor
(5) Availability of Both Electronic and Physical Distribution Channels
1. Ethical Issues in Communication
二、Services versus Goods: Implications for Communication Strategy
1. Intangible Nature of Service Performances
2. Customer Involvement in Production
3. Services Are Harder for Customers to Evaluate
4. Supply and Demand Management
5. Importance of Contact Personnel
6. Reduced Role for Intermediaries
三、Setting Communication Objectives
1. Key Planning Consideration
四、The Marketing Communications Mix
1. Personal Communications
(1) Personal selling
(2) Customer Service
(3) Word-of-Mouth
2. Advertising
(1) Direct marketing
(2) The Role of Advertising
3. Publicity and Public Relations
4. Sales Promotion
(1) Sign-up rebates
(2) Gift premiums
(3) Prize promotions
5. Instructional Materials
6. Corporate Design
7. Servicescape Design
8. Integrated Communications for Services Marketing
五、Implications of the Internet for Marketing Communication
1. Growth Predictions for Online Advertising
(1) Measuring advertising Effectiveness on the Internet
(2) Internet Applications
2. Recommendations for Web Site Design and Application
(1) The need for updating
(2) Attracting New Visitors
Conclusion
Review Questions
Application Exercises
本章重点（重要问题）：
营销宣传工作内容、与现有顾客的交流、服务公司内部交流、宣传的道德问题、服务接触人员在宣传方面的重要作用、中介机构的宣传作用、制定宣传计划、个人宣传方法、如何建立公共关系、促销宣传、使用说明材料、公司设计、服务场景设计、在线广告、网上宣传设计和应用、服务营销的综合宣传。
补充读物：Service Positioning Through Structureal Change
The Strategic Levers of Yield Management
第十一章 Creating Delivery Systems in Place, Cyberspace,and Time
教学要求：本章要求了解在地点、电脑空间创造交付系统和时间、交付服务的不同方案、挑选接触方式、服务交付方法的选择、决定地点与时间、服务场景的实物表现、中介机构在服务交付方面的作用。
内容结构：
一、Alternative Scenarios for Servcie Delivery
1. Physical versus Eletronic Delivery
2. Considerations in the Design of Service delivery
(1) What should be the nature of contact between the service provider and its customer?
(2) What should be the sequencing of the various steps in the service delivery process?
(3) Where (location) and when (scheduling ) should delivery take place?
(4) What imagery, atmosphere, and experience should the servicescape to create?
(5) Should service elements be bundled or unbundled for delivery purpose?
(6) What should be the nature of the service process at each step?
(7) What should be the serving protocol?
二、Selecting the Type of Contact: Options for Service Delivery
Customers Visit the Service Site Providers Come to the Customer Arm’s-Length Transactions
三、Place and Time decisions
三、Place and Time decisions
Where Should Services Be Delivered?
(1) Locations
(1) Locations
(2) Ministores
(3) Locating in Multipurpose Facilities
E-Commerce: The Move to Cyberspace When Should Service Be Delivered? Responding to Customers’ Need for Convenience
(1) Use of Call Centres
(1) Use of Call Centres
(2) Support Services
How Technology Is Revolutionizing Service Delivery
(1) Promoting and Delivering Services in Cyberspace
(1) Promoting and Delivering Services in Cyberspace
四、The Physical Evidence of the Servicescape
Servicescape Design Role of Physical Enviroments
五、The Role of Intermediaries
五、The Role of Intermediaries
Delegating Specific Service Elements Franchising Licensing and Distribution Agreements
Conclusion
Conclusion
Review Questions
Application Exercises
本章重点（重要问题）：
实物与电子交付渠道、设计服务交付系统时需要考虑的问题、在服务公司交付服务、上门交付服务、远距离交付服务、决定交付地点、电子商务中的网上交付、决定何时交付服务、如何响应顾客要求的方便、技术发展在交付方面的革命、网络上的宣传与交付服务、交付地点场景设计、实物环境的作用、中介机构的特许经营、专利使用转让协议、销售协议。
第十二章 Enhancing Value by Improving Quality and Productivity
教学要求：本章要求了解如何通过提高生产效率和质量促进服务的价值、生产效率与质量的战略结合、如何界定和衡量质量与生产效率、找出和纠正服务质量缺陷、解决和预防问题、提高生产效率是如何影响服务质量与价值的、顾客驱动的生产效率改进
内容结构：
一、Integrating Productivity and quality Strategies
1. A Role for Marketing
2. Marketing and Quality
3. Marketing and Productivity
二、Definition and Measurement
1. Defining and Measuring Quality
(1) Manufacturing-based Components of Quality
(2) Service-Based Components of Quality
(3) Measuring Satisfaction
2. Defining and Measuring Productivity
三、Identifying and Correcting Service Quality Shortfalls
1. Gaps in Service design and Delivery
2. Identifying Failure Points
3. Building a Service Quality Information System
4. Return on Quality
四、Problem Solving and Prevention
1. Hard Measures of Service Quality
(1) Control Charts to Monitor a Single Variable
(2) Service Quality Index
(3) Root-Cause Analysis: The Fishbone Chart
2. New Quality Goal: Zero Defenctions
五、How Productivity Improvement Impacts Quality and Value
1. How Backstage Changes May Impact Customers
2. Frontstage Efforts to Improve Productivity
3. A Caution on Cost-Reduction Stategies
六、Customer-Driven Approaches to Improving Productivity
1. Changing the Timing of Customer Demand
2. Involving Customers More in Production
3. Ask Customers to Use Third Parties
4. Sensitivity to Customers’ Reluctance to Change
Conclusion
Review Questions
Application Exercises
本章重点（重要问题）：
营销与质量、营销与生产效率、商品质量与服务质量的差异、如何衡量顾客满意、解释和衡量服务生产效率、寻找服务设计和交付缺陷、如何寻找可能的失败点、构筑服务质量信息系统、质量的回报率、监测服务质量手段、零缺陷的服务质量目标、后台活动变化对顾客的影响、前台努力可以提高生产效率、降低成本战略时应注意的问题、改变顾客需求时间、让顾客更多地参与服务生产、要求顾客使用第三方提供的服务、顾客不愿意改变的原因。
第十三章 Balancing Demand and Capacity
教学要求：本章要求了解如何平衡需求与生产能力、如何衡量和管理生产能力、了解需求模式和决定因素、管理需求的战略。
第十七章 International and Global Strategies in Service Management
教学要求：本章要求了解服务管理的国际战略和全球战略、全球经济中的服务业、从国内市场转向跨国市场、辅助服务的跨国战略、跨国战略内容。
本章重点（重要问题）：
什么是劳务出口、国际市场的吸引力、服务过程如何影响市场进入、市场进入渠道战略、如何使用代理人和中介机构、国际劳务贸易的障碍、跨国战略与多地点战略的区别、服务战略全球化研究结果、如何走向更大的国际舞台、有利于采用跨国战略的因素、服务程序性质如何影响全球化机会、辅助服务标准化与客户化对跨国战略的影响、跨国战略手段、一些跨国战略中的行业特有问题、跨国服务管理。
第十八章 Technology and Service Strategy
教学要求：本章要求了解技术发展与服务战略之间的关系、技术发展如何创造新的服务产品、IT业发展对服务业的影响、如何在服务中利用新技术、因特网对服务营销的影响。
本章重点（重要问题）：
技术发展与服务创新、数字革命对服务程序的影响、IT对辅助服务的影响、网络的梅特卡夫定律、电子商务与对宣传和推销服务的影响、网上商务模式、因特网战略。
教材外补充内容：30个金融营销案例
