摘要 选取ING Direct Canada和ING Direct USA两家直销银行1997~2007年在北美的发展历程，分析ING Direct秉持的营销理念和价值主张，重点分析ING Direct金融服务营销的价值创造逻辑、要点以及优势在其金融服务活动中的体现，探讨了案例企业服务营销对社会理财观念和行为的影响，为我国金融业服务营销理念和经营模式的变革提供思路和参考。
Abstract：This case study was conducted on two direct banking service providers, namely, ING Direct Canada and ING Direct USA, over their first 10 years of operation (1997-2007) in North America. It examined their servicebased marketing concept, value propositions and value cocreation logic, and how they translated their concepts and market knowledge into value for and with customers while successfully growing their unique differentiation capability for success and power in guiding people’s mind and behavior through financial services marketing. It is hoped that this study will contribute to new marketing thoughts and indicate the directions for financial institutions in China.
2015, Vol. 12 
