金融服务市场营销战略问题[外文翻译]

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1、毕业论文（设计）外文翻译题　　目：　　　　金融营销研究　　　　　　　一、外文原文标题：StrategicIssuesforFinancialServicesMarketing原文：Itiswidelyacknowledgedthatderegulationhasblurredthedistinctionsbetweenfinancialservicesproviders.Financialservicesusedtobethoughtofasagroupofdistinctindustries:banking,insurance

2、,securities,thriftsandcommercialcredit.Eachindustryhadadistinctrole.Bankstookdeposits,madeloans,andofferedothertransactionaccountssuchascreditcards.Lifeinsurancecompaniesofferedprotectionand,tosomeextent,providedlimitedsavingsopportunities.Securitiesfirmsofferedthech

3、anceofgeneratingwealththroughinvestment.Pricesforallserviceswererelativelyconstant,evenwhennotregulated.Asaresult,customersoftenbasedpurchasedecisiononloyaltyandonpriorrelationshipswithfinancialinstitutions.However,today,theemergingindustryisfinancialservices.Soon,al

4、lthatwillremainoftheoldindustriesarethenamesofthefoundinginstitutions—andeventhosearechanging.Dodiversifiedfinancialservicescompaniesandmerchandiseretailersposeathreattotraditionalservicesproviders?Diversifiedfinancialservicescompaniesare,afterall,builtfromanetworkof

5、providersrepresentingseveraltraditionalindustries;andmerchandiseretailersarefastpositioningthemselvesasleadersinfinancialservices.ArthurAndersenhasco-sponsoredthreesurveystoprovideinformationforleadersinthefinancialservicesindustry.Theywerecommissionedbecausetheleade

6、rsineachindustrywantedinformationonthefollowing:•Howaretheroleschanginginbanking?Ininsurance?Insecurities?•Whataretheforcesdrivingthischange?•Whatarethecustomerperceptionsineachindustry?•Whataretheindustrytrendsandstrategieswithrespecttoconsolidation?Marketsegmentati

7、on?Productdevelopment?Deliverychannels?Thenation'sleadersineachindustryweresurveyedtogatherinformationontheseissuesandwiththatinformation,itispossibletoconsiderthestrategicissuesforfinancialmarketing.Indoingso,thefocusisonthreesubjects:•theforcesdrivingchangeinbankin

8、g,insuranceandsecurities;•whatindustrytrendsandstrategiesarelikelytobeinthefuture;•whatthesecombinedinfluencesmeantothemarketingpro