銀行營銷策略中英文對照外文翻譯文獻銀行營銷策略中英文對照外文翻譯文獻PAGE2PAGE1銀行營銷策略中英文對照外文翻譯文獻(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：銀行產品營銷-新挑戰和新策略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。本文建議加強銀行產品的營銷策略，只有那些采取和實現有效營銷戰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。關鍵詞：銀行產品營銷，客戶，面臨的挑戰及對策銀行市場營銷定義的聚合功能，提供服務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。銀行營銷已經成為一個非常復雜而又有趣的話題，因為它需要知識，經濟學，社會學，心理學，銀行，也是核心的營銷理念。在市場營銷中客戶占上風。有效的營銷銀行產品在于用系統化專業化的方式滿足客戶的需求。因此，銀行必須設立“研究和市場情報”，這樣才能保持創新，以確保客戶滿意度，以保持市場的發展步伐。產品與服務：產品就是“任何能讓顧客滿意使用并且利潤來自客戶的東西”。產品和服務是銀行中交替使用的話。銀行產品是存款，借貸或其他產品如信用卡或外匯交易，這是有形的，可衡量的，而服務是可表達，但無法衡量的。好的服務不僅僅是營銷一項好產品，而是應該聚焦在對一種舒適消費的需求。銀行服務的營銷方式：?確定客戶的金融需求和愿望。?制定合適的銀行產品和服務，以滿足客戶的需求。?確定開發的產品/服務的價格。?宣傳和推廣現有和潛在客戶的金融服務產品。?設置適當的分銷渠道和銀行分行。?未來市場需求的預測和研究。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的一些研究，第三部分突出目標和研究方法，第四部分討論結果.第五部分反映戰略，最后一節總結本文。相關研究的回顧：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。營銷和財務職能之間的摩擦，將是不利的順利發展，任何企業組織的運作。如股東價值最大化的財務目標是由該組織所通過的任何新戰略的組成部分。但是，這一目標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和銷售的增長。Dixit，V.C.（2004）總結成功市場營銷和以使其更加有效，客戶的需求設計新產品，以滿足客戶的方式確定。虎丘的工作人員應當有足夠的知識，以滿足客戶的需求。我們應該采取長遠策略，將其轉換成一個以客戶為導向的整個組織。Gupta，O.（1997）描述出現的服務部門和銀行服務營銷的經驗。他強調，作為成功的關鍵，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”，而不是一個“與眾不同”的技術。銀行產品可以很容易地復制和復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用。Jain，A.（2007）所描述的營銷，要知道，每個國家有不同的營銷環境。相對而言，它必須非常明確，勢必重組認為，每一個營銷環境不同地方放置，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，全球的商業交易，必須有健全的計劃和目標導向性質。Sreedhar（1991）提出商業銀行的營銷問題。他們都強調在營銷服務動機研究，營銷研究和推廣方面，并提出完善的營銷策略，以應付不斷變化的環境。目標：研究和分析在不同的銀行集團的產品和服務營銷的發展。提出加強銀行的營銷策略的建議。研究設計：營銷已經成為銀行界的流行語，客戶突然轉移到中心舞臺。銀行該如何吸引顧客使用自己的產品和服務？至始至終的忠誠不再被視為理所當然的事。銀行必須加倍努力，以保留現有客戶，并使用策略以吸引新客戶。印度銀行業分為三大銀行集團：公共部門銀行集團-G（28）,私人銀行集團-G-II（28）,外資銀行集團-G-III（29）現在所有的工作是通過技術工具和電子交付渠道，如ATM，信用卡，掌上銀行，電話銀行。現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，但現在他已經成為銀行的上帝。客戶可以按照自己的愿望得到反饋。

改革開放后，印度銀行的服務營銷出現驕人的業績，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品和服務更有效。銀行產品營銷面臨的挑戰：·技術銀行的IT導向導致私營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正吸引著越來越多的顧客。因此，技術已成為公共部門是一個挑戰。·未經訓練的員工當一個潛在客戶接近銀行時，員工似乎對有關計劃所知甚少的事情經常發生。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。員工對客戶的態度也沒有很好。因此，它是一個需要時間重新調整工作人員。·農村市場通過占領農村市場以增加他們的客戶對銀行來說是一個很大的挑戰。銀行不僅要在城市和半城市地區設立分支機構，而且要在農村建立分支機構。·客戶的信賴營銷只