金融服務(wù)的戰(zhàn)略營銷回顧與展望[外文翻譯]

1、標題：StrategicMarketinginFinancialServices:RetrospectProspect原文：Theconceptofmarketingasanintegratedmanagementfunctionprobablyonlygainedacceptancewithinthefinancialservicessectduringthecourseofthe1980s.Pritothattimemarketin

2、gwasconcernedprimarilywithadvertisingsellingexistingproductranges.InthesameperiodthemarketingoffinancialservicescameofageacademicallywiththelaunchoftheInternationalJournalofBankMarketingin1983theappearanceofagrowingnumbe

3、roftextsonthesubject(seefexampleDonnellyetal1985Ennewetal1990MclverNayl1987Marsh1988WatkinsWright1986).AsMichaelBakerarguesinthisissuethereisconsiderableprogresstobemadebefethetrulymarketingledprovideroffinancialservices

4、appears.Neverthelesstheevidenceofthepastdecadesuggeststhattheextenttowhichfinancialservicesganizationscanbeconsideredtobemarketingientedhasincreased.Thisarticleexaminesthedevelopmentofmarketinginfinancialserviceswithapar

5、ticularfocusonmarketingstrategiesstrategicmarketing.TheDevelopmentofMarketinginFinancialServicesTraditionallymarketinginmostFinancialServicesganizationswassynonymouswithsellingadvertisingpublicrelationsitwasnotuntilthe19

6、70sthatmarketingdepartmentswerefmedonanyscale(Newman1984).Aperiodofrapidenvironmentalchangeinthe1970s1980sledtothedevelopmentofmarketingasameintegratedfunctionwithinfinancialservicesganizationswithastrategicaswellasatact

7、icalroletoplayinbusinessdevelopment.Thispatternofchangeiswelldocumented.Newman(1984)presentsacomprehensiveanalysisofthedevelopmentofthemarketingfunctionwithinfinancialservicesduringthe1960s1970searly1980swhichemphasizest

8、hemovefrommarketingasapassivetacticalactivitytowardsameintegratedstrategicactivity.ThistrendissupptedbyevidencefromlatersurveyswhichdocumentthechangeinstrategicemphasisasFSOsmovedawayfromafinanceoperationsientationtoward

9、samarketingientation(HooleyMann1988).Howeverthesamestudynotestherelativelyissuesrelatingtotiedindependentstatuswherethefmerwaschosenraisedtheadditionalissueofchoiceofpartner.Developmentsonthedemsideincludingrisingincomes

10、ahigherdegreeofconsumersophisticationfinancialawarenessinmanysegmentsofthemarket(Watkins1990)reinfcedtheeffectsofsupplysidechangescreatedadditionalopptunitiesinthefmofincreaseddem.Increasedthreatshaveariseninthefmofagrow

11、inglevelofconsumerismincreasedcompetitiontheneedtorebuildbalancesheetswhichwereseverelydamagedbypolendingdecisions(Farrance1993).Thefinancialservicessectispresentedwithafurthersetofthreatsopptunitiesasaconsequenceofthepr

12、ocessofliberalizingfinancialmarketswithintheEuropeanCommunity(WrightEnnew1990).InprincipletheSingleMarketProgrammewillaffectallfinancialservicesbothpersonalcpatebutinpracticeitseemslikelythattheimpactwillinitiallybegreat

13、estinthecpatesect.WhilethisiswidelyrecognizedbyfirmsintheindustryasurveyconductedbytheBankofEngl(BankofEngl1989)suggestedthatintheUKatleasttheopptunitieswereperceivedtobemuchgreaterthanthethreats.AcrossEuropemanyFSOsarer

14、eexaminingtheiroperatingenvironmentconsideringwhetheritisappropriatetomoveintonondomesticmarketshowtoenterthesemarketsthepositionstoadoptinthem.Greenfieldentryisgenerallyviewedasimpracticalparticularlyinrelationtopersona

15、lmarketsbecauseofthehighcostsassociatedwithestablishingaphysicalpresence.ClearlythesecostsdonotautomaticallyprecludetheuseofthismethodofmarketentryastheHalifaxhaverecentlyannouncedtheirintentiontoapplyfalicencetoestablis

16、hasubsidiaryinSpaintoprovidesavingsmtgagesproductstothepersonalmarket.Howeversuchanapproachtonewmarketentrymaywellbetheexceptionratherthantheruleacquisitionjointventuresseemlikelytoremainthepreferredstrategies.Theextento

17、fcrossbdermergeracquisitionactivityappearedtoincreaseduringthelate1980sappearslikelytocontinueintothe1990satleastamonginsurancecompanies(Whitme1993).Howeversuchanapproachiscostlypresentsproblemsofintegration.Similarlythe