银行营销策略中英文对照外文翻译文献

银行营销策略中英文对照外文翻译文献银行营销策略中英文对照外文翻译文献PAGE2PAGE1银行营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：MARKETINGOFBANKPRODUCTS–EMERGINGCHALLENGES&NEWSTRATEGIESDr.R.K.UppalDirector,UGCSponsoredMajorResearchProjectD.A.V.College,Malout(Punjab)Abstract:ThepresentpaperacknowledgeswithsamelimitationthatIndianprivatesectorbanksandforeignbank’smarketingstrategiesarequitebetterthanourpublicsectorbanks.Thepaperalsosuggestssomestrategiesfortheenhancementofbankmarketing.Onlythosebankswillsurviveinthefuturewhichwilladopteffectiveandrealisticstrategytowinthetrustofthecustomer.Keywords:BankMarketing,Customer,ChallengesandStrategiesIntroductionBanksMarketingisdefinedasaaggregateoffunctiondirectedatprovidingservicetosatisfycustomer’sfinancialneedsandwants,moreeffectivelythanthecompetitionkeepinginviewtheorganizationalobjectiveofthebank.Thebankmarketinghasbecomeaverycomplexyetinterestingsubjectasitrequirestheknowledgeofeconomics,sociology,psychology,bankingandalsocoremarketingconcept(Sasanee,M.K.p.5).Inmarketing,itisthecustomerwhohastheupperhand.Themantraofeffectivemarketingbankproductsliesinthesystematicandprofessionalapproachtowardssatisfyingcustomersneeds(Ojha,V.K.p.19).Thus,bankshavetosetup“ResearchandMarketIntelligence”wingssoastoensurecustomersatisfactionandtokeepabreastofmarketdevelopment(Ananthakrishnan,G.p.9).ProductandServiceAproductisdefinedas“Anythingthathasthecapacitytoprovidethesatisfactionuseorperhaps,theprofitdesiredbythecustomer”.Productandservicearethewordsusedinterchangeablyinbankingparlance.Thebankproductsaredeposit,borrowingorotherproductlikecreditcardorforeignexchangetransactionwhicharetangibleandmeasurablewhereasservicecanbesuchproductsplustheway/mannerinwhichtheyareofferedthatcanbeexpressedbutcannotbemeasuredi.e.intangibles.Betterserviceismoreimportantthanjustagoodproductinthemarketingofbankingservice,sothefocusshouldbeonthewantandneedofsatisfyingthatproductorservice.MarketingApproachtoBankingServices·Identifyingthecustomer’sfinancialneedsandwants.·Developappropriatebankingproductsandservicestomeetcustomer’sneeds.·Determinethepricesfortheproducts/servicesdeveloped.·Advertiseandpromotetheproducttoexistingandpotentialcustomeroffinancialservices.·Setupsuitabledistributionchannelsandbankbranches.·Forecastingandresearchoffuturemarketneeds.SchemeofthepaperThepaperhasbeendividedintosixsections.Afterthebriefintroduction,secondsectionreviewssomestudiesrelatedtothepresenttheme.Thirdsectionhighlightsobjectivesandresearchmethodology.Fourthsectiondiscussesresults.Sectionfivereflectsstrategiesandlastsectionconcludesthepaper.ReviewofrelatedstudyDwivedi,R.(2007)explainedthatfinancefunctionsareimportantbutnotasimportantasthemarketingfunctions.Frictionbetweenthemarketingandfinancefunctionswouldbedetrimentaltothesmoothdevelopmentandfunctioningofanybusinessorganization.Financeobjectiveslikevaluemaximizationtoshareholdersareintegralpartsofanynewstrategyadoptedbytheorganization.Butthisobjectiveseemstohavebeenlostamidsttheflurryofmarketingactivitiesfocusingonmarketshare.Consciouseffortsmustbetakentoavoidthemissingcoreobjectiveandforsalesgrowth.Dixit,V.C.(2004)concludesthatforsuccessfulmarketingandtomakeitmoreeffective,identifythecustomerneedsbywayofdesigningnewproductstosuitthecustomers.Thestaffshouldbewellequippedwithadequateknowledgetofulfillthecustomer’sneeds.Weshouldadoptlong-termstrategiestoconverttheentireorganizationintoacustomer-orientedone.Gupta,O.(1997)describedtheemergenceofservicessectorandbanksexperienceinservicemarketing.Heemphasizedcustomersatisfactionasthekeytosuccessandsuggestedafewmeasurestomeettheneedsandexpectationsofthecustomers.Gurumurthy,N.(2004)assertsthattechnologytodayisclaimedtobea‘leveler’andnota‘differentiator’.Afterthe‘wow’feelingsdiedown,technologywouldbecomeamustformostclients.Bankingproductscanbeeasilycopiedandreplicatedbycompetitorsunlikemanufacturedproducts.Itisalsonotaviablemodelformarketerstocompeteonprice.Thesolution,therefore,wouldlieineffectiveapplicationofmarketingstrategies.Jain,A.(2007)describedthatmarketerhastoknowthateachandeverycountryishavingvariousmarketingenvironment.Comparatively,ithastobeveryclearthattheinternationalmarketerisboundtoholdonthereorganizationthateverymarketingenvironmentdiffersfromplacetoplaceaswellasnationtonationthanthatofthesamecountrystate.Itisalsoevidentfromthestudythattheglobalbusinesstransactionshavetobesoundplannedandobjectivesorientedinnature.Sreedhar(1991)havedealtwithmarketingincommercialbanks.Theyhaveemphasizedmotivationresearch,marketingresearchandpromotionalaspectsinmarketingofservicesandsuggestedtoimprovethemarketingstrategiestocopewiththechangingenvironment.Objectives·Tostudyandanalyzethemarketingdevelopmentsregardingproductsandservicesinvariousbankgroups.·Tosuggestsomestrategiesfortheenhancementofbankmarketing.ResearchDesignMarketinghassuddenlybecomeabuzzwordinthebankingsector.Customerhassuddenlymovedtothecentre-stageandhehasnowachoice.Howdobanksthenattractacustomertousetheirproductandservices?Onehastoreckonthefactthattheoldloyaltycannolongerbetakenforgranted.Bankshavetomakeeffortstoretaintheexistingcustomersandalsousestrategiestoattractnewcustomerstotheirfold.SampleDesignTheIndianbankingindustryhasbeendividedintothreemajorbankgroups.·PublicSectorBankGroup–G-I(28)·PrivateSectorBankGroup–G-II(28)·ForeignBankGroup–G-III(29)Nowalltheworkisdonebytechnologicaltools.Manye-deliverychannelslikeATM,creditcard,Mbanking,Tele-banking,I-bankinghavecomeintoexistence.Nowbankstakeprofitintoconsiderationratherthanprice.Customerwasslavetothebankbefore1993butnowhehasbecomethekingofthebank.Customercangetfeedbackasperhisownwish.Alltheparametershaveshowntheremarkableperformanceafterthebankingreforms.Butpublicsectorbankslagsbehindtheprivatesectorandforeignbanks.Privatesectorbanksandforeignbanksaregrowingfastthanthepublicsectorbanks.Thusthetableimpliesthatprivatesectorandforeignbanksaremoreefficientinthemarketingoftheirproductsandservices.Challengesofbankmarketing·TechnologyMarketingbyprivatesectorbanksandforeignbanksismoreeffectivethanpublicsectorbanksbecausethesebanksareIToriented.Privatesectorbanksandforeignbanksareattractingmorecustomersbyprovidinge-services.Thus,technologyhasbecomeachallengebeforethepublicsectorbanks.·UntrainedStaffOftenithappensthatwhenaprospectivecustomerapproachesthebranch,theemployeesseemtohaveverylittleknowledgeaboutthescheme.Thisreflectsanuglypictureofourbank’simage.Banksarenotlosingoneprospectivecustomerbut10morecustomerswhowouldbetouchofthisman.Attitudeoftheemployeestowardscustomersisalsonotverywell.Thus,itisaneedoftimetoreorientthestaff.·RuralMarketingThisisabigchallengebeforetheIndianbankstoenhanceruralmarketingtoincreasetheircustomers.Banksshouldopentheirbranchesnotonlyintheurbanandsemi-urbanareasbutalsointheruralareas.·TrustofCustomersMarketingcanbeenhancedonlybyincreasingthecustomers.Customerscanbeincreasedorattractedonlybywinningthetrustofthecustomers.·CustomerAwarenessCustomerawarenessisalsoachallengebeforethebanks.Bankcanmarkettheirproductsandservicesbygivingtheproperknowledgeabouttheproducttocustomerorbyawardingthecustomerabouttheproducts.Bankshouldliteratethecustomers.StrategiesfortheenhancementofbankmarketingInthefiercecompetitivemarket,needsofcustomerkeepchanging.Hence,ourmarketingstrategymustbedynamicandflexibletomeetthechangingscenario.Herearestepsthatformsuccessfulandeffectivemarketingstrategyforbankproducts.·FormaSaleableProductSchemeBankshouldformaschemethatmeetstheneedsofcustomers.Abunchofsuchschemescanalsoformaproduct.Abankproductmayincludedepositscheme,anaccountofferingmoreflexibilities,technicallysoundbanking,tele/mobile/netbanking,aninnovativeschemetargetedtospecialgroupofcustomerslikechildren,females,oldagedpersons,businessmanetc.Inshort,abankproductmayconsistofanythingthatyouoffertocustomers.·EffectiveBrandingManisabundleofsentimentsandemotions.Thiscaneffectivelybehelpfulinbrandingourproducts.Consideringthefeaturesofproductsandtargetgroupofcustomers,theproductcanbeeffectivelybrandedsoastosounditcatchyandappealing.·ProductsforWomenThenationalperspectiveplanforwomenstatesthat94pcofwomenworkersareengagedintheunorganizedsectorand83pcoftheseinagricultureandalliedactivitieslikedairy,animalhusbandry,sericulture,handloom,handcraftsandforestry.Banksshoulddosomethingtoimprovetheiraccesstocreditwhichtheyrequire.·AdvertisementAdvertisementisaneminentpartofmarketingofbankproducts.Advertisementshouldbesuchthatappealstopeople.Itshouldnotfollowtheorthodoxpatternofnarratingaproduct.Foreffectiveadvertisement,bankshouldunderstandpeople’stastesandchoices.·SellingProductsinRuralAreasForenhancingthemarketingoftheirproduct,bankshouldselltheirproductsinruralareas.Forit,thereisaneedtoopenbranchesintheruralareas.·InformingCustomersAboutProductsThebankshouldembarkuponaggressivemarketingofitsproducts,particularlyatthetimeoflaunchinganewproduct,whichwillinformtheperspectivecustomersregardingproductandatthesametimerelievestaffatbranchlevelfromexplainingtheproducttoallcustomers.·Re-orientStaffSincerityofeffortsinimplementationofthemeasuresislackingamongthebankstaff.Itisafactthatitsemployeesarenotabletoriseuptotheexpectationsofitscustomers.Theylackintheirbehaviour,attitudeandefficiency.Thephenomenonisglaringaturbancenters.Therefore,itcallsforanimmediateattentionwhichismissinglinkintheentireprocessofmarketing,andthebankshouldundertakeallsuchstepstomotivateandreorientitsstaff.·SaleofProductsandServicesthroughE-deliveryChannelsAftertheInformationTechnologyAct,manynewe-deliveryproductshavebeenintroduced.Theseedeliverychannelsareveryhelpfulinenhancingthemarketingofvariousproductsandservices.ThusIndianbanksshouldsaletheproductsandservicesthroughe-deliverychannels.·SaleofProductsandServicesthroughWeb-sitesInternetisanetworkofnetworkwhichconnectstheworld.Thus,banksshouldsaletheirproductsthroughweb-site.Thiswillenhancethemarketingoftheproductsnotonlyatthenationalbutalsoattheinternationallevel.ImplicationThusthestudyimpliesthatforasuccessfulandeffectivebankingmarketingofbankproductsisanecessarycondition.Thisconditioncanonlybefulfillingonlybyattractingthemoreandmorecustomers.Thus,bankshouldmakeonlypolicieswhicharehelpfulinfulfillingtheneedsofcustomers.ConclusionBankingsectorreformshavechangedthetraditionalwayofdoingbankingbusiness.Mainlytechnologyistheoutcomeofbankingreforms.Customerisnowthekingandcustomerfocusorsatisfactionofcustomeristhemainaimofthebanks.Withtheintroductionofnewproductsandservicescompetitionhasgrownupamongthebanks.Onlythosebankswillsurvivewhofacethecompetitionwiththeeffectivewaysofmarketing.References1.Ananthakrishnan,G.(2004),“MarketingofBankProducts”,IBABulletin,(April)p92.Dwivedi,R.(2007),“ManagingMarketing-FinanceInterface”,JournalofCommerceandTrade,Vol.2,No.2(Oct.),p.323.Dixit,V.C.(2004),“MarketingBankProducts”,IBABulletin,(April),p.154.Gupta,O,“EmergingIssuesinServiceMarketing-BanksExperience”,SBIMonthlyReview,(Dec.),p.6275.Gurumurthy,N.(2004),“MarketingBankProducts”,IBABulletin,(April),p.236.Jain,A.(2007),“ManagerialRoleinInternationalMarketingStrategies”,JournalofCommerceandTrade,Vol.2,No.2(Oct.),p.297.Malik,S.C.(1996),“BuildingHumanCapitalforBanking”,Vichaar,Vol.16,Issue4,(Oct.)8.Ojha,V.K.(2004),“MantraofEffectivelyMarketingBankProducts”,IBABulletin,(April),p.199.Patnaik,U.andChhatoi,B.(2006),“BankMarketing”editedbookbySonaliPublications,NewDelhi.10.Sreedhar,G.,“Marketing-StyleofIndianBanks”,TheBanker,NewDelhi,(Feb.)11.Sasanee,M.K.(2004),“MarketingBankProducts”,IBABulletin,(April),p.5原文与译文译文：银行产品营销-新挑战和新策略Dr.R.K.UppalDirector,UGCSponsoredMajorResearchProjectD.A.V.College,Malout(Punjab)摘要：本文有一定的局限性，印度的私人银行和外资银行的营销策略相比公共部门银行来说要更好一些。本文建议加强银行产品的营销策略，只有那些采取和实现有效营销战略的银行才会赢得客户的信任，将来才能在竞争中生存下来。关键词：银行产品营销，客户，面临的挑战及对策银行市场营销定义的聚合功能，提供服务以满足客户的金融需求和愿望，比竞争对手更有效地查看银行的组织目标。银行营销已经成为一个非常复杂而又有趣的话题，因为它需要知识，经济学，社会学，心理学，银行，也是核心的营销理念。在市场营销中客户占上风。有效的营销银行产品在于用系统化专业化的方式满足客户的需求。因此，银行必须设立“研究和市场情报”，这样才能保持创新，以确保客户满意度，以保持市场的发展步伐。产品与服务：产品就是“任何能让顾客满意使用并且利润来自客户的东西”。产品和服务是银行中交替使用的话。银行产品是存款，借贷或其他产品如信用卡或外汇交易，这是有形的，可衡量的，而服务是可表达，但无法衡量的。好的服务不仅仅是营销一项好产品，而是应该聚焦在对一种舒适消费的需求。银行服务的营销方式：•确定客户的金融需求和愿望。•制定合适的银行产品和服务，以满足客户的需求。•确定开发的产品/服务的价格。•宣传和推广现有和潜在客户的金融服务产品。•设置适当的分销渠道和银行分行。•未来市场需求的预测和研究。本文的安排：分为六个部分。简要介绍后，第二部分回顾本主题相关的一些研究，第三部分突出目标和研究方法，第四部分讨论结果.第五部分反映战略，最后一节总结本文。相关研究的回顾：Dwivedi，R.（2007）解释说，金融的功能很重要，但并不如市场营销职能的重要。营销和财务职能之间的摩擦，将是不利的顺利发展，任何企业组织的运作。如股东价值最大化的财务目标是由该组织所通过的任何新战略的组成部分。但是，这一目标似乎已失去了专注于市场份额的营销活动之中的乱舞。必须采取有意识的努力，以避免缺少的核心目标和销售的增长。Dixit，V.C.（2004）总结成功市场营销和以使其更加有效，客户的需求设计新产品，以满足客户的方式确定。虎丘的工作人员应当有足够的知识，以满足客户的需求。我们应该采取长远策略，将其转换成一个以客户为导向的整个组织。Gupta，O.（1997）描述出现的服务部门和银行服务营销的经验。他强调，作为成功的关键，顾客满意，并提出了一些措施，以满足客户的需求和期望。Gurumurthy，N.（2004）声称，今天声称是“矫直机”，而不是一个“与众不同”的技术。银行产品可以很容易地复制和复制不像制成品的竞争对手。它也不是一个可行的模式营销在价格上竞争。解决方案，因此，就趴在营销策略的有效应用。Jain，A.（2007）所描述的营销，要知道，每个国家有不同的营销环境。相对而言，它必须非常明确，势必重组认为，每一个营销环境不同地方放置，以及作为国家比同一国家的国家对国家的国际营销。这也是明显的研究，全球的商业交易，必须有健全的计划和目标导向性质。Sreedhar（1991）提出商业银行的营销问题。他们都强调在营销服务动机研究，营销研究和推广方面，并提出完善的营销策略，以应付不断变化的环境。目标：研究和分析在不同的银行集团的产品和服务营销的发展。提出加强银行的营销策略的建议。研究设计：营销已经成为银行界的流行语，客户突然转移到中心舞台。银行该如何吸引顾客使用自己的产品和服务？至始至终的忠诚不再被视为理所当然的事。银行必须加倍努力，以保留现有客户，并使用策略以吸引新客户。印度银行业分为三大银行集团：公共部门银行集团-G（28）,私人银行集团-G-II（28）,外资银行集团-G-III（29）现在所有的工作是通过技术工具和电子交付渠道，如ATM，信用卡，掌上银行，电话银行。现在银行考虑到利润而不是价格。在1993年之前顾客是银行的奴隶，但现在他已经成为银行的上帝。客户可以按照自己的愿望得到反馈。

改革开放后，印度银行的服务营销出现骄人的业绩，但公营银行落后于私营部门和外资银行。意味着私营部门和外资银行在推销其产品和服务更有效。银行产品营销面临的挑战：·技术银行的IT导向导致私营银行和外资银行的市场营销比公营银行更有效。私人银行和外资银行通过电子服务正吸引着越来越多的顾客。因此，技术已成为公共部门是一个挑战。·未经训练的员工当一个潜在客户接近银行时，员工似乎对有关计划所知甚少的事情经常发生。这反映了我们银行的形象丑陋的画面。不去接触这个人银行可能会失去一个潜在客户甚至10更多的客户。员工对客户的态度也没有很好。因此，它是一个需要时间重新调整工作人员。·农村市场通过占领农村市场以增加他们的客户对银行来说是一个很大的挑战。银行不仅要在城市和半城市地区设立分支机构，而且要在农村建立分支机构。·客户的信赖营销只