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ITISWIDELYACKNOWLEDGEDTHATDEREGULATIONHASBLURREDTHEDISTINCTIONSBETWEENFINANCIALSERVICESPROVIDERSFINANCIALSERVICESUSEDTOBETHOUGHTOFASAGROUPOFDISTINCTINDUSTRIESBANKING,INSURANCE,SECURITIES,THRIFTSANDCOMMERCIALCREDITEACHINDUSTRYH
2、ADADISTINCTROLEBANKSTOOKDEPOSITS,MADELOANS,ANDOFFEREDOTHERTRANSACTIONACCOUNTSSUCHASCREDITCARDSLIFEINSURANCECOMPANIESOFFEREDPROTECTIONAND,TOSOMEEXTENT,PROVIDEDLIMITEDSAVINGSOPPORTUNITIESSECURITIESFIRMSOFFEREDTHECHANCEOFGENERATINGWEALTHTHROUGHINVESTMENTPRICESFORALLSERVICESWERERELATIVELYCONSTANT,EVENWH
3、ENNOTREGULATEDASARESULT,CUSTOMERSOFTENBASEDPURCHASEDECISIONONLOYALTYANDONPRIORRELATIONSHIPSWITHFINANCIALINSTITUTIONSHOWEVER,TODAY,THEEMERGINGINDUSTRYISFINANCIALSERVICESSOON,ALLTHATWILLREMAINOFTHEOLDINDUSTRIESARETHENAMESOFTHEFOUNDINGINSTITUTIONSANDEVENTHOSEARECHANGINGDODIVERSIFIEDFINANCIALSERVICESCOM
4、PANIESANDMERCHANDISERETAILERSPOSEATHREATTOTRADITIONALSERVICESPROVIDERSDIVERSIFIEDFINANCIALSERVICESCOMPANIESARE,AFTERALL,BUILTFROMANETWORKOFPROVIDERSREPRESENTINGSEVERALTRADITIONALINDUSTRIESANDMERCHANDISERETAILERSAREFASTPOSITIONINGTHEMSELVESASLEADERSINFINANCIALSERVICESARTHURANDERSENHASCOSPONSOREDTHREE
5、SURVEYSTOPROVIDEINFORMATIONFORLEADERSINTHEFINANCIALSERVICESINDUSTRYTHEYWERECOMMISSIONEDBECAUSETHELEADERSINEACHINDUSTRYWANTEDINFORMATIONONTHEFOLLOWINGHOWARETHEROLESCHANGINGINBANKINGININSURANCEINSECURITIESWHATARETHEFORCESDRIVINGTHISCHANGEWHATARETHECUSTOMERPERCEPTIONSINEACHINDUSTRYWHATARETHEINDUSTRYTRE
6、NDSANDSTRATEGIESWITHRESPECTTOCONSOLIDATIONMARKETSEGMENTATIONPRODUCTDEVELOPMENTDELIVERYCHANNELSTHENATIONSLEADERSINEACHINDUSTRYWERESURVEYEDTOGATHERINFORMATIONONTHESEISSUESANDWITHTHATINFORMATION,ITISPOSSIBLETOCONSIDERTHESTRATEGICISSUESFORFINANCIALMARKETINGINDOINGSO,THEFOCUSISONTHREESUBJECTSTHEFORCESDRI
7、VINGCHANGEINBANKING,INSURANCEANDSECURITIESWHATINDUSTRYTRENDSANDSTRATEGIESARELIKELYTOBEINTHEFUTUREWHATTHESECOMBINEDINFLUENCESMEANTOTHEMARKETINGPROFESSIONALINTURN,THESESUBJECTSRAISEANUMBEROFQUESTIONSFORTHEMARKETINGPROFESSIONALWHATARETHEIMPLICATIONSFORMARKETSEGMENTATIONPRODUCTDEVELOPMENTDELIVERYCHANNEL
8、SMARKETINGINFORMATIONANDRESEARCHANDEQUALLY,ISTHECUSTOMERCONFUSEDBYTHEOVERLAPANDPROLIFERATIONOFPRODUCTSBYBOTHTRADITIONALANDNONTRADITIONALPROVIDERSTOWHATEXTENTAREFINANCIALSERVICESSENDINGMIXEDSIGNALSTOCUSTOMERSTHEPRESENTSURVEYSSHOWTHEPRIMARYFORCESDRIVINGCHANGEINFINANCIALSERVICESTOBE1REGULATION,ORMORESP
9、ECIFICALLY,DEREGULATION2ECONOMICFLUCTUATIONSANDRESULTINGPROFITPRESSURES3COMPETITIONREGULATION/DEREREGULATORYCHANGESAREALTERINGTHEGROUNDRULESOFMARKETDEFINITIONANDPRICING,FORCINGCHANGEINBANKINGMORETHANINANYOTHERINDUSTRY,WITHATRENDTOWARDSREGIONALBANKINGASSTATESENTERINTORECIPROCALLEGISLATIONWITHTHEIRNEI
10、GHBOURSHOWEVER,WHEREASMORETHANHALFOFTHELARGESTBANKSBELIEVETHATTOTALDEREGULATIONOFBANKACQUISITIONINDIFFERENTREGIONSISDESIRABLE,FEWERTHANFOUROUTOFEVERYTENBELIEVETHATFULLINTERSTATEBANKINGISLIKELYBY1990WHATABOUTBANKACQUISITIONOFNONBANKSALMOSTNINEOUTOFEVERYTENOFTHELARGESTBANKSBELIEVETHATSOMEDEREGULATIONO
11、FBANKACQUISITIONOFNONBANKFINANCIALINSTITUTIONSISBOTHDESIRABLEANDLIKELYBY1990INVESTMENTBANKS,MORTGAGEBANKS,ANDINSURANCECOMPANIESARETHEIRMOSTLIKELYACQUISITIONCANDIDATESATTHESAMETIME,MORETHANSEVENOUTOFEVERYTENBANKSBELIEVETHATSOMEDEREGULATIONOFNONBANKACQUISITIONOFBANKSISBOTHDESIRABLEANDLIKELYBY1990THEBA
12、NKSVIEWACQUISITIONSMORETHAN50OFLARGESTBANKSBELIEVETOTALDEREGULATIONOFBANKACQUISITIONINDIFFERENTREGIONSDESIRABLELESSTHAN4IN10BELIEVEFULLINTERSTATEBANKINGLIKELYBY1990ALMOST9IN10BELIEVESOMEDEREGULATIONOFBANKSACQUISITIONOFNONBANKFINANCIALINSTITUTIONSDESIRABLEANDLIKELYBY1990MORETHAN7IN10BELIEVESOMEDEREGU
13、LATIONOFBANKSNONBANKACQUISITIONDESIRABLEANDLIKELYBY19906IN10BELIEVEREGULATORYRESPONSIBILITYFORFINANCIALSERVICESINDUSTRYSHOULDBEASSIGNEDTOASINGLEAGENCYIFTHESEFINDINGSBECOMEREALITY,THESTRUCTUREOFFINANCIALSERVICESWILLCHANGEDRAMATICALLYTHECHANGEINREGULATIONSONWHOCANOWNBANKS,ANDONWHOMBANKSCANOWN,WILLEROD
14、ETHEVALUESESTABLISHEDFROMTHEWAVEOFBANKFAILURESOFTHE1930SANDWHODOBANKERSBELIEVESHOULDHAVETHEREGULATORYRESPONSIBILITYFORTHEFINANCIALSERVICESINDUSTRYASAWHOLESIXOUTOFEVERYTENOFTHELARGESTBANKSBELIEVETHATTHERESPONSIBILITYSHOULDBEASSIGNEDTOASINGLEAGENCYFURTHERMORE,THEYBELIEVETHATITSHOULDBEAFEDERALRESPONSIB
15、ILITY,WITHTHESAMEREGULATIONSFORALLPROVIDERSTHESURVEYSALSOSHOWEDTHATLIFEINSURANCECOMPANIESWORRYABOUTBANKINGDEREGULATIONANDTHEIMPACTOFBANKSENTERINGTHEINSURANCEBUSINESSINTERESTINGLYENOUGH,THEYARENOTCONCERNEDABOUTDEREGULATIONWITHINTHEIROWNINDUSTRYWITHINTHESECURITIESINDUSTRY,DEREGULATIONBEGANMORETHANTENY
16、EARSAGO,WHENCOMMISSIONSWEREDEREGULATEDONECURRENTREGULATORYISSUEISTHEPOTENTIALREMOVALOFGLASSSTEAGALLANDOTHERREGULATIONSRESTRICTINGBANKSFROMOPERATINGINCERTAINSEGMENTSOFTHESECURITIESINDUSTRYTHEIMPORTANCEOFGLASSSTEAGALLTOTHEINDUSTRYISINDICATEDBYTHEBITTERNESSWITHWHICHITSREMOVALISBEINGFOUGHTECONOMICFLUCTU
17、ATIONANOTHERQUESTIONRELEVANTTOMARKETINGIS“WHATPRESSUREDOESECONOMICCHANGEPLACEONPROFITSOFFINANCIALSERVICESPROVIDERS“THESURVEYRESULTSINDICATETHATTHEPRESSUREONINTERESTRATESPREADSHASFORCEDBANKSTOFINDOTHERSOURCESOFTHEBANKSVIEWACQUIINCOMEBANKSARE,THEREFORE,DIVERSIFYINGTHEIREARNINGSSTREAMSBYGENERATINGFEEIN
18、COMEONBOTHNEWANDTRADITIONALPRODUCTSITISEXPECTEDTHATFEESWILLACCOUNTFORMORETHAN20PERCENTOFNETINCOMEFORALLBANKSOVER1BILLIONINASSETS45PERCENTOFNETINCOMEFORBANKSOVER20BILLIONINASSETSBY1990THESOURCESOFINCREASEDFEEINCOMEAREEXPECTEDTOINCLUDEADVISORYSERVICESTOBANKINGCUSTOMERSTRUSTADMINISTRATIONSERVICESLOANCO
19、MMITMENTSANDORIGINATIONSTRADINGACTIVITIESBUTSHOULDBANKSDIVERSIFYORSPECIALISEINTHEIRPRODUCTOFFERINGS,IFTHEYARETOBESUCCESSFULINTHEFUTUREDIVERSIFICATIONWILLFAILUNLESSITISWELLMANAGEDBECAUSERESOURCESCANBECOMETOOTHINLYSPREADONTHEOTHERHAND,SPECIALISATIONREQUIRESWELLPLANNEDSTRATEGYINTHELIFEINSURANCEINDUSTRY
20、,ECONOMICFLUCTUATIONSANDINCREASINGPRODUCTSOPHISTICATIONHAVEBEENTHEMOSTPROMINENTCAUSESOFCHANGEINALOWINFLATIONARYENVIRONMENT,THECONCEPTSOFPROTECTIONANDFORCEDSAVINGSWORKEDWELLHOWEVER,INTIMESOFDOUBLEDIGITINFLATION,CUSTOMERSARELESSEAGERTOPURCHASETHETRADITIONALPRODUCTS,WHICHHAVEBEENTHEPRIMARYSOURCEOFLIFEI
21、NSURANCECOMPANIESPROFITSLIFEINSURANCECOMPANIES,ASARESULT,HAVEHADTOBECOMEMOREINNOVATIVETHEYHAVEMOVEDTOWARDSUNIVERSALANDVARIABLELIFEPOLICIESTHAT,ALTHOUGHLESSPROFITABLE,RESPONDBETTERTOMARKETNEEDSHENCE,ASPROFITSDECLINE,THEREISANEEDFORINCREASEDSALESVOLUMEANDIMPROVEDCONTROLOVERDELIVERYCOSTSIFTHEEXISTINGAG
22、ENTNETWORKISTOBEMOREEFFECTIVECOMPETITIONTHESTRONGESTFORCEDRIVINGCHANGEINFINANCIALSERVICESISCOMPETITIONBOTHWITHINTHETRADITIONALINDUSTRIESANDOUTSIDETHEMTHEREISALSOOVERSEASCOMPETITION,PARTICULARLYFROMTHEJAPANESEWITHINTHEBANKINGINDUSTRY,ITISTHEREGIONALBANKSWHOARETHEMOSTCOMPETITIVEAGAINSTTHEMSELVES,THEMO
23、NEYCENTREBANKSANDTHECOMMUNITYBANKSTHISISCONSISTENTWITHTHETRENDWITNESSEDTOWARDSREGIONALBANKINGLOOKINGOUTSIDETHEIRINDUSTRY,BANKSTODAYCONSIDERTHRIFTSTOBETHEIRSTRONGESTNONBANKCOMPETITORS,FOLLOWEDBYDIVERSIFIEDFINANCIALSERVICESCOMPANIES,COMMERCIALCREDITCOMPANIES,SECURITIESFIRMSANDMERCHANDISERETAILERSTIEDW
24、ITHINSURANCECOMPANIESHOWEVER,BY1990,THELARGESTBANKSBELIEVETHATDIVERSIFIEDFINANCIALSERVICESCOMPANIESWILLBETHEIRSTRONGESTNONBANKCOMPETITORS,FOLLOWEDBYTHRIFTSANDMERCHANDISERETAILERS,ANDMERCHANDISERETAILERSAREEXPECTEDTOBECOMESTRONGERCOMPETITORSTHANCOMMERCIALCREDITCOMPANIES,SECURITIESFIRMSANDINSURANCECOM
25、PANIESFURTHER,THELARGESTBANKSEXPECTTHRIFTSTOMAINTAINASTRONGCOMPETITIVEPOSITION,CONTRARYTOTHEOPINIONOFMANYINDUSTRYOBSERVERSLIFEINSURANCECOMPANIES,BYCONTRAST,FEELTHECOMPETITIVEPRESSUREFROMBANKS,SECURITIESFIRMSANDDIVERSIFIEDFINANCIALSERVICESCOMPANIESINTHESECURITIESINDUSTRY,OPINIONSONCOMPETITIONDIFFERBE
26、TWEENINSTITUTIONALANDRETAILFIRMSINSTITUTIONALFIRMSBELIEVETHATCOMPETITIONFROMINSIDETHESECURITIESINDUSTRYISAMOREIMPORTANTISSUETHANCOMPETITIONFROMTHEOUTSIDE,WHEREASRETAILFIRMSBELIEVETHEOPPOSITEBUT,SECURITIESFIRMS,ASAWHOLE,BELIEVETHATBANKENTRY,ANDTOSOMEEXTENT,INSURANCECOMPANYENTRY,WILLBEAMAJORFORMOFCOMP
27、ETITIONTHROUGHBOTHACQUISITIONANDDENOVOSTARTUPSTHEYBELIEVETHATBANKSAREMORELIKELYTOACQUIREBOTHDISCOUNTERSANDNATIONALFULLLINEFIRMS,WHEREASTHEYBELIEVETHATINSURANCECOMPANIESAREMORELIKELYTOACQUIRETHELATTERTHEISSUEOFCUSTOMERPREFERENCESISALSOIMPORTANTTOBOTHINSTITUTIONALANDRETAILFIRMSMORESOTHANTHEISSUEOFCOMP
28、ETITIONFROMNONSECURITIESFIRMSTHEMARKETHASBECOMEMOREINSTITUTIONALISEDINDIVIDUALOWNERSHIPOFSTOCKISBECOMINGMOREINDIRECT,THROUGHSUCHINTERMEDIARIESASPENSIONFUNDSANDMUTUALFUNDSINSTITUTIONALINVESTORSHAVEBECOMEFARMORESOPHISTICATEDANDDEMANDSUBSTANTIALPRODUCTINNOVATIONANDCREATIVITYPROFITSFROMTRADINGANDINVESTM
29、ENTACTIVITIESWILLBECOMEMOREIMPORTANTTHANTHOSEFROMCOMMISSIONSINBOTHINSTITUTIONALANDRETAILFIRMSANDWHATARETHECUSTOMERPERCEPTIONSOFFINANCIALSERVICESCUSTOMERLOYALTYWASONCETAKENFORGRANTEDBYALLFINANCIALSERVICESPROVIDERSNOTSOANYMORETHEIMPORTANCEOFPRIORANDPRESENTRELATIONSHIPTOCUSTOMERSHASDECLINEDRELATIVETOCO
30、NVENIENCE,SAFETYOFTHEINSTITUTIONANDPRICECONVENIENCEISANIMPORTANTSELECTIONCRITERION,BOTHTOCONSUMERSANDTOCOMMERCIALCUSTOMERSSAFETYOFTHEINSTITUTIONANDPRICINGHAVEBECOMEGREATERCONCERNSTOCUSTOMERSINRECENTYEARS,ANDTHEREISALSOGROWINGCONCERNABOUTFINANCIALINSTITUTIONSTAKINGADVANTAGEOFCUSTOMERSTAKECREDITCARDSF
31、OREXAMPLEASINTERESTRATESDECLINE,CONSUMERSASKIFTHEDROPINCOSTOFFUNDSISBEINGPASSEDONTOTHEMTHEYARENOTMADEAWAREOFTHEOTHERCOSTSINVOLVEDINDELIVERINGTHEPRODUCT,COSTSWHICHHAVEFORCEDTHEOVERALLINTERESTRATESTOREMAINHIGHBANKSHAVENOTBEENEFFECTIVEATEXPLAININGTOCONSUMERSWHYTHERATESONPERSONALUNSECUREDCREDITLINESALSO
32、REMAINHIGHASARESULT,THECONSUMERCOMMUNITYSTILLHASMANYQUESTIONSABOUTTHEINTEGRITYOFBANKLOANPRICINGSTRATEGIESDIMINISHEDCUSTOMERLOYALTYHASFORCEDALLPROVIDERSTOCOMPETEAGGRESSIVELYWITHONEANOTHERTOBUILDNEWRELATIONSHIPSANDTOPRESERVEOLDONESTHISAGGRESSIVECOMPETITIONHASBROUGHTABOUTSEVERALCOMMONNEEDSFORTHEFUTUREB
33、ROADERPRODUCTLINES,BOTHINSIDEANDOUTSIDEEXISTINGINDUSTRYANDGEOGRAPHICBOUNDARIESEXPANDED,BUTLESSEXPENSIVE,DELIVERYCHANNELSIMPROVEDCUSTOMERRELATIONSHIPSIMPROVEDCOSTCONTROLSINCEALLTHEFINANCIALSERVICESINDUSTRIESAREBECOMINGMOREINTERRELATED,ITISNOTSURPRISINGTOSEESIMILARSTRATEGIESBEINGDEVELOPEDINEACHOFTHEMT
34、HEREAREFOURCOMMONTRENDS1GREATERINDUSTRYCONSOLIDATION2BETTERMARKETSEGMENTATION3EXPANDEDPRODUCTOFFERINGS4CHANGINGDELIVERYCHANNELSBANKINGISCHARACTERISEDBYCUSTOMERANDINDUSTRYSPECIALISATION,PRODUCTSPECIALISATIONANDREGIONALEXPANSIONINLIFEINSURANCE,ONECANSEENEWPRODUCTS,PARTICULARLYWITHENHANCEDINVESTMENTFEA
35、TURES,COSTCUTTING,BOTHINOPERATIONSANDDELIVERYANDWORKSTATIONSTHATBINDTHEAGENTTOTHECOMPANYINSECURITIES,THEREISABROADENINGOFPRODUCTLINESANDUSEOFLESSEXPENSIVEDELIVERYCHANNELSTOCUTCOSTSNOTSURPRISINGLY,THREEOUTOFFOURTRENDSARERELATEDTOMARKETINGINFACT,IMPROVEDPRODUCTDEVELOPMENTANDMARKETINGSKILLSARECONSIDERE
36、DTOBETHEMOSTIMPORTANTCOMPETITIVEIMPROVEMENTFACTORSBYMOSTFINANCIALSERVICESPROVIDERSITIS,THEREFORE,THEMARKETINGFUNCTION,TIEDWITHINFORMATIONSYSTEMS,THATWILLRECEIVETHELARGESTINVESTMENTOFRESOURCESINTHEFUTURESOWHATDOTHERESULTSOFTHESESURVEYSMEANTOTHEMARKETINGPROFESSIONALTHEYPROVIDEANUNDERSTANDINGOFTHEFORCE
37、SDRIVINGCHANGEINFINANCIALSERVICESREGULATION,ORMORESPECIFICALLY,DEREGULATIONECONOMICFLUCTUATIONSANDRESULTINGPROFITPRESSURESANDCOMPETITIONTHEYINDICATETHATCUSTOMERPERCEPTIONSOFFINANCIALSERVICESAREALSOCHANGINGANDTHATTHEIMPORTANCEOFPRIORANDPRESENTRELATIONSHIPSWITHCUSTOMERSHASDECLINEDRELATIVETOCONVENIENCE
38、,SAFETYOFTHEINSTITUTIONANDPRICINGAND,THEYGIVEANUNDERSTANDINGOFTHESTRATEGICDIRECTIONOFFINANCIALSERVICESTOWARDSGREATERCONSOLIDATION,BETTERMARKETSEGMENTATION,EXPANDEDPRODUCTOFFERINGS,ANDCHANGINGDELIVERYCHANNELSTHETRADITIONALMARKETINGCONCEPTSOFDELIVERYSTRATEGY,PRICINGSTRATEGY,PRODUCTSTRATEGY,ANDPROMOTIO
39、NSTRATEGYARENEWTOMANYFINANCIALSERVICESPROVIDERSANDYET,INTHECOMPETITIVE,ECONOMICANDTECHNOLOGICALENVIRONMENTOFTHEFUTURE,THEAPPLICATIONOFTHESECONCEPTSISVITALEFFECTIVEMARKETINGWILLBETHEKEYTOTHESUCCESSORFAILUREOFMANYFINANCIALSERVICESPROVIDERS出处NIGELALBROOKSSTRATEGICISSUESFORFINANCIALSERVICESMARKETINGMANA
40、GEMENTDECISION271P40P47二、翻译文章标题金融服务市场营销战略问题译文人们普遍承认，放松管制已经模糊了金融服务提供者之间的区别。金融服务曾经被认为是一个包括银行，保险，证券，储蓄机构和商业信用的独特的产业群，每个行业有不同的作用。银行把存款用于发放贷款，并提供其他服务，如信用卡交易账户。人寿保险公司提供的保护，在一定程度上为有限的积蓄提供了机会。证券公司提供了通过投资创造财富的机会。即使不受监管，所有服务的价格是相对稳定的。因此，客户往往是根据忠诚度和对金融机构之前的合作关系做出购买决策。然而，金融服务作为现在的新兴产业，不久的将来，所有传统产业将只保留机构的名称，甚至连机
41、构名称也正在变化。多元化的金融服务公司和商品零售商对传统服务的供应商构成了危险。毕竟，多元化的金融服务公司由一些以传统产业的供应商为代表的网络供应商构成，以及商品零售商在金融服务方面把自己快速的定位于领导。安达信共同主办的三项调查，为金融服务行业的领导者提供信息。因为委托他们的各行业的领导者需要以下几方面的信息如何在银行，保险，证券中转变角色是什么力量推动这一变化客户对这个行业的看法是什么什么是行业发展趋势和战略方面的整合市场细分产品开发交付渠道对每个行业的领导人进行了调查，搜集有关这些问题的信息，并利用这些信息资料，考虑对金融市场的战略问题。这样做，重点是三个主题银行，保险，证券是推动变革的
42、力量未来行业发展趋势和策略很可能会是什么影响营销专业这些组合的是什么反过来，这些为营销专业提出了一些问题。是什么影响市场细分成品开发交付渠道市场信息和研究而同样，客户的重叠，混淆了传统和非传统供应商的产品扩散在何种程度上金融服务给客户发送了模糊信号目前调查显示，推动金融服务变化的主要因素（1）条例，或更具体地说，放松管制（2）经济波动以及由此产生的利润压力（3）竞争条例监管变革正在改变市场定义和定价的基本规则，迫使银行比其他任何行业变化更显著，朝着区域银行将朝着作为国家立法与邻国之间相互进入的趋势发展。然而，尽管有超过一半的大银行认为，银行在不同地区收购的总放松管制是可取的，只有不到十分之四的
43、认为，洲际银行业务是完全有可能的到1990年。什么是银行收购的非银行将近十个大银行中有九个认为，一些银行对非银行金融机构收购放松管制到1990年是可取和可能的。投资银行，抵押贷款银行和保险公司是他们最有可能的收购对象。在同一时间，每十个银行中就有超过七个认为一些银行对非银行金融机构收购放松管制到1990年是可取和可能的。银行的观点收购超过50的人认为放松管制的银行收购在不同的地区是可取的。少于十分之四的认为到1990年洲际银行是完全可能的。近十分之九的相信到1990年一些银行对非银行金融机构撤销收购是可取和可能的。超过十分之七的相信到1990年一些银行的非银行收购放松管制是可取的并有可能的。十
44、分之六的坚信，对于金融服务行业的监管责任应该被分配到一个单一的机构。如果这些发现成为现实，金融服务结构将发生重大变化。谁可以在自己的银行并将其中的规定自行改变，也会削弱从20世纪30年代建立的银行倒闭浪潮的价值观。有谁作为银行家且作为一个整体应该为金融服务业承担监管责任每十分之六的大银行认为，责任应该被分配到一个单一的机构。此外，他们认为，这应该是一个联邦的责任与所有供应商的相同的规则。调查还表明，寿险公司担心银行放松管制和银行进入保险业的影响。有趣的是，他们并不关心在自己的行业的放松管制。在证券业，放松管制开始于十年前佣金管制放松时。当前一个监管的问题是格拉斯斯蒂格尔法案以及限制在证券业的某
45、些领域经营的银行，其他规定可能取消。格拉斯斯蒂格尔法案对金融产业的重要性意味着随着法案的废除金融业正在与束缚痛苦进行战斗。经济波动另一个市场营销相关的问题是“利润经济的变化对金融服务供应商有什么压力”调查表明，息差的压力迫使银行寻找其他收入来源。因此，银行通过生成新的和传统产品的手续费收入来创造收入来源多元化。预计费用将占到超过10亿美元的资产以上的所有银行的净收入的百分之二十到1990年百分之四十五银行的纯收入超过200亿美元增加手续费收入的来源应包括为银行客户提供咨询服务信托管理服务贷款承诺和发放交易活动但银行想要在未来获得成功应该多样化，或者专注于他们的产品。多样化将失败，除非它具备良好
46、的管理，因为资源可以过于分散的传播。另一方面，专业化要求精心策划的战略。在寿险行业，经济波动和增加产品的复杂程度一直是变化最突出的原因。在低通货膨胀的环境，保护观念和强迫储蓄运作良好。然而，在双位数的通货膨胀时期，客户不急于购买一直是寿险公司利润主要来源的传统产品。因此，人寿保险公司不得不更加具有创造力。他们已经走向普及和变额寿险的政策，虽然利润减少了，但更好地满足了市场需求。因此，由于利润下降，有必要增加销量，现有的代理网络提高了运输成本的控制将更加有效。竞争金融服务变化最强的动力是竞争无论是在传统产业还是其他，也有来自海外的竞争，特别是来自日本。在银行业，区域性银行，货币中心银行和社区银行
47、是最有竞争力的。这是现实与银行的趋势是一致的。从其他的行业来看，银行储蓄认为今天他们最强的竞争对手是非银行，如通过多元化金融服务的公司，商业信贷公司，证券公司和与零售商联系在一起的保险公司。然而，到1990年，最大的银行认为，多元化的金融服务公司将是最强的非银行机构，储蓄机构和商品零售商是其次，商品零售商有望成为比商业信贷公司，证券公司和保险公司更强大的竞争对手。此外，最大的储蓄银行预计保持强劲的竞争地位，违反了许多产业观察家的看法。相比之下，人寿保险公司感受到来自银行，证券公司和多元化的金融服务公司的竞争压力。证券行业，机构和零售企业之间的竞争仁者见仁，智者见智。公司认为，问题是体制内部的证
48、券业的竞争比来自外面的竞争更重要，而零售公司认为恰恰相反。但是，作为一个整体，证券公司相信银行的进入，并在一定程度上，保险公司的进入，将成为竞争的主要形式通过兼并和DENOVO创业。他们认为，银行更容易获得廉价和国家全系列企业，而保险公司更可能获得后者。客户的喜好问题对于机构和零售企业是重要的更何况于非证券公司的竞争问题。市场已经变得更加制度化。个人所有制的股票变得更加间接，诸如养老基金和共同基金等中介机构。机构投资者们已经变得越来越复杂，需求大量的产品创新和创造力。贸易和投资活动的利润将变得比从机构及零售企业委员会更重要。什么是客户对金融服务的看法客户忠诚度对所有金融服务供应商而言是理所当然
49、的，事实并非如此。事先和目前的客户关系的重要性已经下降到相对方便，机构和价格安全的地步。对于消费者和商业客户来讲，方便是一个重要的选择标准。该机构和价格的安全近几年已经成为客户关注的问题，也越来越关注金融机构，关注争取客户的优势。以信用卡为例，由于利率下降，消费者担心资金成本下降是否会传递到他们身上。他们不用担心在提供产品所涉及的其他费用，这迫使整体利率仍然很高的成本意识出现。银行还没有效的向消费者解释为什么对个人无担保信贷额度的比率居高不下。因此，消费社区仍然对银行贷款的定价策略的完整性存在很多疑问。降低客户的忠诚度，迫使所有的供应商相互竞争并积极努力的维护旧的客户并建立新的关系。这种咄咄逼人的竞争带来了几种未来常见的需求广泛的产品线，内外现有的行业和地域界限扩大销售渠道，但成本较低改善客户关系改善成本控制由于所有的金融服务行业正变得越来越相互关联，这并不奇怪地看到他们每个人正在开发类似的策略。有四个共同趋势（1）加强行业整合（2）更好的市场分割（3）扩大产品种类（4）改变交付渠道银行业的特点是客户和行业专业化，产品专业化和区域扩张。人们可以看到，在人寿保险，特别是增加投资功能，降低成本的新产品，无论是在运作还是交付都绑定到公司的代理人。证券，有一个生产线和较便宜的传送渠道来降低成本扩大。毫不奇怪，四分之三具有相关的市场营销的趋势。事实上，提高产品开发和市场营销
