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English to Chinese: Operational Leadership--运营领导力 General field: Bus/Financial Detailed field: Finance (general)
Source text - English Enhancing customer value through target segmentation is one of the primary means of delivering superior stakeholder value. As previously stated, selling all things to all people is a sure path to ‘average’, and average is a measure of mediocrity. Finally, demographics are likely to drive customer channel choice.
The academic marketing literature proposes three main segmentation approaches. The first is demographic segmentation, the objective of which is to define groups based on variables such as the following: age, location, gender, income level, education level, marital or family status, occupation and ethnic background. The second is psychographic segmentation where the marketing expert considers personal characteristics of an individual and these include such things as: personality, attitudes, values, interests/hobbies, lifestyles and behaviour. The third is behavioural segmentation where the defining variables are based on customers’ attitude to the banking o#er. A subset of this market segmentation option is called benefit segmentation that is based on the benefits or value customers seek in purchasing the bank product/service. In a sense, it is needs segmentation.4
In an interesting paper,5 Yorke posits that “market segments should fit three criteria: be measurable; be accessible; be substantial”.
After the bank has decided on its market segments, the next step is to create a segment profile – that to find what variables drive demand for the retail bank products. I view this as determining customer demand - that is, what product features consumers are willing to pay for? This is an important activity that seeks to determine the main preferences of consumers in the segment.
Note that segmentation may be used to design branches to serve specific segments (i.e. mass- and affluent-specific branches at Standard Chartered).
Translation - Chinese 要实现优异的利益相关者价值，一个最主要的办法就是通过针对不同的客户群体增强客户价值。前面说到，将所有产品不加区别地销售只能做到“平均水平”，而平均意味着平庸。最终，人口组成的变化可能影响到客户的渠道选择。
关于市场营销的学术文献提出了三种主要的细分方法。第一种是人口细分，划分客户群体的标准包括：年龄；地点；性别；收入水平；教育水平；婚姻或家庭状况；职业；以及民族。第二种是心理细分，市场营销专家考察每个人的性格特征，包括：个性；态度；价值观；兴趣爱好；生活方式；以及行为。第三种是行为细分，划分标准是客户对银行提供的产品和服务的态度。在此类细分方法中，有一种划分方法称为利益细分，根据是客户购买银行产品和服务时所寻求的利益或价值。某种意义上来说，这也是一种需求细分。
Yorke在一份论文写道 ：“市场细分要符合三个标准：可测；易得；具体”。
银行完成了市场细分工作的下一步就是建立一个细分市场档案，以寻找驱动零售银行产品需求的相关因素。我认为，这就是决定客户需求，换言之，消费者愿意花钱购买什么样的产品特性？这是非常重要的一步，能够找出该细分市场中消费者的主要偏好。
要注意的是，对市场的细分可以用来为特定的细分市场设计独特的网点（例如渣打银行的大众网点和高收入网点）。
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Newcastle University
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Years of experience: 13. Registered at ProZ.com: Dec 2011. Became a member: Jan 2012.
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Bio
MA in Interpreting from the University of Newcastle upon Tyne, BA in Chinese Language and Literature, native Chinese speaker (Mandarin).
Strong experience in both interpreting and translating. Previous clients of interpreting include City of London, Royal Bank of Scotland, London Stock Exchange, Lloyd's (the insurance market), British Venture Capital Association, China-Britain Business Council, the Scottish government, the Chinese Trust Association, etc., ranging from visits, exchange programmes, training missions, and business negotiations. 20K+ words of translation on retail banking and related topics (English to Chinese). Other areas also covered, including public administration and management, emergency planning, human resource management, legal linguistics, etc.
Rui Bi has had very positive feedback in previous cases. Comments include 'natural and professional delivery, in-depth grasp of the topic' and 'timely submission with satisfactory quality'. All business contacts are welcome.
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Member since Jan '12
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