銀行營銷策略中英文對照外文翻譯文獻(xiàn)

銀行營銷策略中英文對照外文翻譯文獻(xiàn)銀行營銷策略中英文對照外文翻譯文獻(xiàn)PAGE2PAGE1銀行營銷策略中英文對照外文翻譯文獻(xiàn)(文檔含英文原文和中文翻譯)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原文與譯文譯文：銀行產(chǎn)品營銷-新挑戰(zhàn)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，印度的私人銀行和外資銀行的營銷策略相比公共部門銀行來說要更好一些。本文建議加強(qiáng)銀行產(chǎn)品的營銷策略，只有那些采取和實(shí)現(xiàn)有效營銷戰(zhàn)略的銀行才會贏得客戶的信任，將來才能在競爭中生存下來。關(guān)鍵詞：銀行產(chǎn)品營銷，客戶，面臨的挑戰(zhàn)及對策銀行市場營銷定義的聚合功能，提供服務(wù)以滿足客戶的金融需求和愿望，比競爭對手更有效地查看銀行的組織目標(biāo)。銀行營銷已經(jīng)成為一個非常復(fù)雜而又有趣的話題，因?yàn)樗枰R，經(jīng)濟(jì)學(xué)，社會學(xué)，心理學(xué)，銀行，也是核心的營銷理念。在市場營銷中客戶占上風(fēng)。有效的營銷銀行產(chǎn)品在于用系統(tǒng)化專業(yè)化的方式滿足客戶的需求。因此，銀行必須設(shè)立“研究和市場情報”，這樣才能保持創(chuàng)新，以確?？蛻魸M意度，以保持市場的發(fā)展步伐。產(chǎn)品與服務(wù)：產(chǎn)品就是“任何能讓顧客滿意使用并且利潤來自客戶的東西”。產(chǎn)品和服務(wù)是銀行中交替使用的話。銀行產(chǎn)品是存款，借貸或其他產(chǎn)品如信用卡或外匯交易，這是有形的，可衡量的，而服務(wù)是可表達(dá)，但無法衡量的。好的服務(wù)不僅僅是營銷一項(xiàng)好產(chǎn)品，而是應(yīng)該聚焦在對一種舒適消費(fèi)的需求。銀行服務(wù)的營銷方式：?確定客戶的金融需求和愿望。?制定合適的銀行產(chǎn)品和服務(wù)，以滿足客戶的需求。?確定開發(fā)的產(chǎn)品/服務(wù)的價格。?宣傳和推廣現(xiàn)有和潛在客戶的金融服務(wù)產(chǎn)品。?設(shè)置適當(dāng)?shù)姆咒N渠道和銀行分行。?未來市場需求的預(yù)測和研究。本文的安排：分為六個部分。簡要介紹后，第二部分回顧本主題相關(guān)的一些研究，第三部分突出目標(biāo)和研究方法，第四部分討論結(jié)果.第五部分反映戰(zhàn)略，最后一節(jié)總結(jié)本文。相關(guān)研究的回顧：Dwivedi，R.（2007）解釋說，金融的功能很重要，但并不如市場營銷職能的重要。營銷和財務(wù)職能之間的摩擦，將是不利的順利發(fā)展，任何企業(yè)組織的運(yùn)作。如股東價值最大化的財務(wù)目標(biāo)是由該組織所通過的任何新戰(zhàn)略的組成部分。但是，這一目標(biāo)似乎已失去了專注于市場份額的營銷活動之中的亂舞。必須采取有意識的努力，以避免缺少的核心目標(biāo)和銷售的增長。Dixit，V.C.（2004）總結(jié)成功市場營銷和以使其更加有效，客戶的需求設(shè)計新產(chǎn)品，以滿足客戶的方式確定?；⑶鸬墓ぷ魅藛T應(yīng)當(dāng)有足夠的知識，以滿足客戶的需求。我們應(yīng)該采取長遠(yuǎn)策略，將其轉(zhuǎn)換成一個以客戶為導(dǎo)向的整個組織。Gupta，O.（1997）描述出現(xiàn)的服務(wù)部門和銀行服務(wù)營銷的經(jīng)驗(yàn)。他強(qiáng)調(diào)，作為成功的關(guān)鍵，顧客滿意，并提出了一些措施，以滿足客戶的需求和期望。Gurumurthy，N.（2004）聲稱，今天聲稱是“矯直機(jī)”，而不是一個“與眾不同”的技術(shù)。銀行產(chǎn)品可以很容易地復(fù)制和復(fù)制不像制成品的競爭對手。它也不是一個可行的模式營銷在價格上競爭。解決方案，因此，就趴在營銷策略的有效應(yīng)用。Jain，A.（2007）所描述的營銷，要知道，每個國家有不同的營銷環(huán)境。相對而言，它必須非常明確，勢必重組認(rèn)為，每一個營銷環(huán)境不同地方放置，以及作為國家比同一國家的國家對國家的國際營銷。這也是明顯的研究，全球的商業(yè)交易，必須有健全的計劃和目標(biāo)導(dǎo)向性質(zhì)。Sreedhar（1991）提出商業(yè)銀行的營銷問題。他們都強(qiáng)調(diào)在營銷服務(wù)動機(jī)研究，營銷研究和推廣方面，并提出完善的營銷策略，以應(yīng)付不斷變化的環(huán)境。目標(biāo)：研究和分析在不同的銀行集團(tuán)的產(chǎn)品和服務(wù)營銷的發(fā)展。提出加強(qiáng)銀行的營銷策略的建議。研究設(shè)計：營銷已經(jīng)成為銀行界的流行語，客戶突然轉(zhuǎn)移到中心舞臺。銀行該如何吸引顧客使用自己的產(chǎn)品和服務(wù)？至始至終的忠誠不再被視為理所當(dāng)然的事。銀行必須加倍努力，以保留現(xiàn)有客戶，并使用策略以吸引新客戶。印度銀行業(yè)分為三大銀行集團(tuán)：公共部門銀行集團(tuán)-G（28）,私人銀行集團(tuán)-G-II（28）,外資銀行集團(tuán)-G-III（29）現(xiàn)在所有的工作是通過技術(shù)工具和電子交付渠道，如ATM，信用卡，掌上銀行，電話銀行?，F(xiàn)在銀行考慮到利潤而不是價格。在1993年之前顧客是銀行的奴隸，但現(xiàn)在他已經(jīng)成為銀行的上帝?？蛻艨梢园凑兆约旱脑竿玫椒答仭?/p>

改革開放后，印度銀行的服務(wù)營銷出現(xiàn)驕人的業(yè)績，但公營銀行落后于私營部門和外資銀行。意味著私營部門和外資銀行在推銷其產(chǎn)品和服務(wù)更有效。銀行產(chǎn)品營銷面臨的挑戰(zhàn)：·技術(shù)銀行的IT導(dǎo)向?qū)е滤綘I銀行和外資銀行的市場營銷比公營銀行更有效。私人銀行和外資銀行通過電子服務(wù)正吸引著越來越多的顧客。因此，技術(shù)已成為公共部門是一個挑戰(zhàn)?！の唇?jīng)訓(xùn)練的員工當(dāng)一個潛在客戶接近銀行時，員工似乎對有關(guān)計劃所知甚少的事情經(jīng)常發(fā)生。這反映了我們銀行的形象丑陋的畫面。不去接觸這個人銀行可能會失去一個潛在客戶甚至10更多的客戶。員工對客戶的態(tài)度也沒有很好。因此，它是一個需要時間重新調(diào)整工作人員?！まr(nóng)村市場通過占領(lǐng)農(nóng)村市場以增加他們的客戶對銀行來說是一個很大的挑戰(zhàn)。銀行不僅要在城市和半城市地區(qū)設(shè)立分支機(jī)構(gòu)，而且要在農(nóng)村建立分支機(jī)構(gòu)?！た蛻舻男刨嚑I銷只