1. Financial service marketing is the cross field of finance and marketing. Since the beginning of the new century, the frontier research of service marketing has revolutionized the perspective and concept of marketing, and value co-creation has become the core concept of service marketing. This new core concept plays a guiding role in the research of financial service marketing.
2. The value co-creation model reveals that financial service marketing must emphasize the effective interaction between financial institutions and consumers as service providers and become value co-creators. This mode of creating value through interaction has strategic guiding significance for enhancing the core competitiveness of financial institutions such as banks.