网上银行信息安全产品服务定价策略研究

作为营销新观念,服务营销以客户需求为中心,以提供优质服务为手段和方式,除了向顾客提供满意的产品以外,还注重向顾客提供与之相关的各种服务。本文试图从服务营销中的顾客感知价值的角度出发,运用服务定价的基本理论,将顾客感知价值与网上银行信息安全产品的服务定价联系起来,从顾客感知价值的角度探讨网上银行信息安全产品的顾客服务与服务定价策略,不仅关注网上银行信息安全产品的销售,更加关注顾客的需求、顾客购买和使用产品全过程的感受,旨在通过取得顾客满意度、忠诚度,实现网上银行业绩的持续改善和长期增长。

Service Pricing Strategy Considerations for the E-Banking Information Security Ensuring Products

As a new branch of marketing,service marketing focuses on the needs of customers,by means of providing quality of service,pays more attention to providing customer with corresponding services besides satisfied products.In this paper,we try to apply the service pricing basic theory to the service pricing for E-banking information security ensuring products,and discuss the customer services and the service pricing strategies from the perspective of customer perceptiv value of the service marketing.We not only pay attention to the sale of the E-banking information security ensuring products,but also pay more attention to customer′s needs and customer′s feelings in the whole procedure of buying and utilizing the products.Therefore,we can acquire customer′s satisfaction and loyalty to achieve the continuously improvement and growth in the E-banking operating benefits.