Factors of financial services markets
The factors affecting the financial services market are mainly factors that have a direct impact on the financial services market. British scholar Arthur Madan believes that the factors affecting the financial services market are: changes in consumer behavior; implementation of relaxation control and government participation in the implementation of regulations, the increasing trend of government participation; competition is becoming more and more intense; technology innovation is financial services The impact is especially profound; customer relationship.
The six major macroeconomic factors affecting the financial services market is a policy environment, which has a direct impact on the financial services market. Financial derivative rights impact on financial services, direct impact; changes in customer behavior and customer behavior models have directly impact on financial services markets; competitors' competition forms have directly impact on financial services markets; the innovation of knowledge economy and information technology Direct impact on financial services markets; information overcurrence directly affects financial services markets; customer relationships, relationships between civil service companies and customers directly affect financial services markets; globalization, liberalization and securities The development trend of international financial market has a direct impact on the financial services market. The market in marketing is specially referring to the buyer's market, that is, the research buyer's market in the perspective of the company, does not include the seller's internal organizational market. Therefore, the factors affecting the financial services market also include internal factors and corporate strategies of financial services enterprises, but do not study the internal and corporate strategies of enterprises, the internal elements of enterprise strategies, the internal elements structure mechanism and structural relationship mechanism, that is, endogenous structural problems.
The impact of policy environment
China's financial service market is moving towards regularity, rationality and looseness. China's financial market launched in 2004, the major reforms of financial institutions and financial structures are a strong embodiment of policy environment. At the same time, the World Trade Organization Rules also accelerate and affect the open access and liberalization process in China's financial market. Such as foreign banks, foreign investment insurance, and foreign brokers have expanded. Financial companies should make full use of the resources and opportunities of the policy environment in market competition, and avoid the risks caused by innovation.
The impact of financial globalization, liberalization and securitization trends
The globalization of the economy is mainly reflected in the globalization of finance and trade. In particular, from the 1990s, the international financial market based on information technology has formed, and the amount of financial transactions and investment increases, reflects the huge development of the global financial services industry and the formation of the scale of the international financial market.
Financial liberalization is based on the two major ideological systems of Europe and America, the 即亚 斯 密 自 的 的 的 的 的 的 的 的 的 的 的 的 的 的 的 的 的. In Europe and the United States developed countries and even global financial markets, liberal thinking has become dominant thinking, liberalization is to reduce government intervention.
Financial securitization is based on financial globalization and financial liberalization, in order to enable various financial assets to circulate transactions, financial securities market has been rapidly developed .
The financial services market after China's accession to the World Trade Organization is a huge impact on the market, financial globalization, liberalization, and securitization on my country's financial services market. However, in the marketing management, we have to make full use of positive factors, and avoid negative factors.
The impact of knowledge economy and information technology
Knowledge economy is a description of the development characteristics and basic form of the United Nations on the development of the world economy. In research and practice, there is also a useful information economy, new economy, and post-economy. The knowledge economy is relative to the agricultural economy and industrial economy. It is the economy based on the production, distribution, exchange and use of information and information. The main features of the knowledge economy era are: intellectual resources transformation into lead capital; information Become basic, important resources; the production and reproduction of knowledge becomes the core of economic activities; information technology is the foundation and carrier of the knowledge economy; the knowledge economy has prompted the economic growth and economic structure, making the buyer's market more characteristic, such as Innovation of financial services products, making financial services more abundant.
Influence of Excessive Overformation
Information overgenulation is based on the revolutionary quality and rapid development of information technology, based on knowledge accumulation, production, quantity, transmission method, and obtain The method and the number of giants, in the Internet age, information is surrounded by the ocean, and the information is in an over-state. Excessive information has a structural impact on the financial services market. For example, the marketing spread of financial services advertisements makes customers' cognitive habits.
The influence of competitors and competition morphology
The above four influencing factors, and the excessive production capacity of the buyer's financial services enterprises, the economic surplus, leading to the increase in competitors and mutual The competition is fierce. This intensive competitive situation affects the financial services market.
The impact of customer relationships
Financial services requires marketing, just as Fan Gang said, the financial is essentially a service, because it is a customer's savings, and then there is a bank. loan. If you want to effectively market, you must consider the relationship with customers, the quality of customer relationships directly affect the financial services market. If the customer's decisive role in the securities market, the importance of customer relationship is reflected.
7, the impact of financial derivative rights
As the study of financial services market characteristics on financial derivative rights, financial derivative rights is special in financial enterprises. During the process of financial resources, due to the superiority of financial assets, through historical inheritance and accumulation, organizational members have a subconscious and interests that have financial resources, and can produce power and interests that transcend specific financial properties. . This financial derivative right is an objective, informal, attachet, specialty, with the value of the use value, hindering the development of the financial services market, such as the human part of financial services.
Influence of internal factors of financial enterprises
Financial enterprises are organized by organizational members organized and organized, produce, sales, services, etc. organized by organizational structures. Members and departments within the enterprise have directly affected the financial services market, such as the influence of errors in the production printed loan contract within the financial organization.
Financial enterprise strategy
Financial enterprise strategy mainly refers to operating marketing strategies, ie, product strategies, price strategies, channel strategies, service strategies, etc., their financial services markets Direct impact, such as banks to increase loan interest rates, reduce savings interest rates.
Dynamicity of the financial services market
From the mid-1970s and the late, financial services in the world have gone to the market development stage of competition and more rapidly changed. These changes have caused a new, more dynamic market environment, and has different banks in the past few decades.
This "new competition" includes four parts:
· Market saturation
Since the late 1970s, the traditional financial service market is almost saturated . The new customers are getting less and less on the customer list; the vast majority has been included in the service scope, especially the retail department of the commercial banking department and economically developed countries.
· Detained phenomenon
This process is mainly due to the capital of the debtor, especially enterprise lender, and no longer need traditional financial institutions (especially banking departments). The "Intermediate Transaction" process. In this way, it actually improves the possibility of transferring capital from non-banking agencies, such as securities markets. The retail market is roughly the same, and private investors receive funds from traditional savings to high returns, such as trust funds and common funds.
· The lifting control of the financial market
The financial services market has always been strictly controlled by the national government. In recent years, the most important breakthrough is the relief control of the financial market. The purpose of dismissal is three aspects: 1. Open the new geographical market. 2. Provide new financial products. 3. Change the way financial service prices.
· The internationalization of financial markets
The requirements for financial services are no longer limited to domestic scope: the finance is increasingly international. The three demand is most obvious: 1. The substantial growth of international trade. 2. Global expansion of multinational companies. 3. Depositualization is enhanced.
These three needs are interrelated. They create a new environment. Before paying attention to the response strategy of major financial institutions, we need to delve into two issues: first, technical changes; second, financial services national control (and relief).