بانکداری شرکتی

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اك ل ا ان ‎ad‏ ل ۰ ۱۱۳۰ ‎ger ne eer On A nS ree ger ean‏ 

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" The main objective of this paper is to investigate the application of relationship market ing in the context of corporate banking using McKinsey's Seven-S framework of shared values, strategy, ‏,واا5 ,5026۲ ,5۷566 ,ع۲نتا‌باااه‎ ۵۳۱0 ۰ لا از ‎SPUR Da ME Tee‏ ۱ بانكدارى شركتى با استفاده از جارجوب اس ‎vow‏ ‏است كه ارزش , استراتزى . ساختار . سيستم ها , کارکنان و مهارتهای آن ها را بررسی می کند . 

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* Personal interviews with 42 account relationship managers from a large multinational bank in Singapore, with a strong niche in corporate banking, provided the inputs for this investigation SPEC OS MOLNG a VAC ‏ل ا ا‎ Tits PONE PO Cag) Pvt ara T YL COST) PIB Ce Oe Fe مناسب برای بررسی در زمینه بانکداری شرکتی انتخاب شده است ک اطلاعات ورودی مناسبی را در زمينه اين تحقيق در اختيار ما قرار مى دهد. 

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‎to the‏ رت و۱ ‎identification of major conditions,‏ ‎which should be present for the‏ ‎imple mentation of the relationship‏ ‎marketing concept in an‏ ‎organization. © 1997 Elsevier‏ ‎Science Ltd. All rights reserved‏ ‎ 

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" Today's competitive banking environ mentdemands an ever-increasing consumer responsiveness. With deregu lation, globalization and automation, corporate customers now have a wide array of choices in banking services " در محيط بانكدارى رقابتى امروزه نياز به ياسخكويى به نيازهاى مشترى رو به افزايش است. با مكانيزه و ‎tube Morro eta‏ ا ا 0 خدمات بانکی مشتریان بانکداری شرکتی به گستره ‎Ibi Mee Teny‏ )1 ا ا ‎POS] POC] MCL‏ دسترسی پیدا کرده اند 

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These environmental changes, coupled with the saturated demand for banking products Banks are realizing that marketing is more than just acquiring new customers; it also involves retammg existing customers and selling them a wider assortment of products and services. This realization has led many to practise what has been commonly referred to as ‘relationship marketing’. In explaining the relationship marketing concept, Kotler (1994) observes that 

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* اين ميزان از درخواست براى خدمات بانكى ا ا ا ‎onl Pare cree‏ ‎oS rigs‏ ا ‎we‏ ‎aL grate)‏ ل ا ‎Pum] Bat -mgeptnue‏ حفظ مشتريان موجود با ارائه خدمات وسيع تر باتكى به آنها در اولويت قراز دارد اين مفهوم از بانكدارى به اصطلاحا " بانكدارى رابطه " نامیده می شود 

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Smart marketers try to build up long-term, trusting, ‘win-win’ relationships with customers ... That is accomplished by promis ing and delivering high quality, good service, and fair prices to the other parties over time. It is accomplished by building strong economic, technical, and social ties with other parties Pe Pape ROSS new! Fa Fes TE Ee PRC Pe ee FY Pen ene nan le Oa ere RC Wepre more ha ede pe art B)| . ‏مناسب نسبت به سایرین , سعی در حفظ مشتریان می کنند‎ ‏اين مهم با ایجاد یک شرایط قوی اقتصادی با تکلونژی بالا و‎ ‏روابط اجتماعی بالا محقق می شود‎ 

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" The relationship concept, when properly implemented, cuts down on transaction costs and time, thus providing banks with critical competitive edge (Turnbull, 1983; Turnbull and Gibb, 1987). *" مفهوم رابطه بين بانك و مشترى زمانى به درستی انجام می شود که منجر به کاهش و ‎SOP MINT Carpe)‏ ۱[ 

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" Personal interviews and self-adminis tered questionnaires using a sample of " 42 account relationship managers (ARMs) from a large multinational bank in Singapore, which we shall term Delta Bank, provided the inputs for this investigation [RO eer ek RSC ern D RCS eat nee keel ‏استفاده از مدل سون اس است.‎ ‏ار اک‎ 5 ueeery clhyrred bars cl ‏ان شركت ها داراى حساب در يك بان ب‎ ‏نوأ برودی این ت‎ 

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" We believe that perceptions of Delta ARMs bring into focus the interrelationship between the Seven- S framework and relation ship marketing in the banking sector " ما معتقديم كه تجزیه و تحلیل بر روی حساب كاربرى مديران(/811 ) و تمركز بر روى ‎SI el Peer pierre oe‏ 5300000 رسيدن به به نتايج خوبی شود 

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۱۱۰ 2& Delta Corporation LIMITED 

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" Founded over a century ago, Delta today operates with hundreds of branches in over 50 countries around the globe. Delta enjoys a strong image, high recognition and a premier bank status, particularly in markets of Asia, Africa and the Middle East. oC Pewee ne eer Ee TOR ROCs NG TOC > ie امروزه به وسيله بيش از 100 شاخه از بانك ها در سراسر دنيا اجرا ميشود . دلتا بانك از يى تصوير قوى و شناخته شده دربين بانكها برتر به ويزه در حوزه 520 eae perry rept iey fer | 

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" Historically, the bank leveraged its international network to support the trade finance business, but now Delta has realigned its strategy to focus on two additional areas: از لحاظ تازیخی دلتا بانک یک شبکه بین المللی براى حمايت از كسب و كار و تامين مالى تجارت است اما در حال حاضر دلتا بانک بیشترین تمرکز خود را بر روى دو استراتزى معطوف كرده است . 

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* ¢ personal banking to exploit emerging opportunities in the high-growth middle class in Asia; » ٠ fee-based (non-lending) products for corporate customers in areas such as capital markets, treasury and cash management. * 1: بانكدارى خصوصى با توجه به فرصت بهره بردارى از ‎eaere rt)‏ ا ا ا ‏* 2: محصولات مبتنی بر هزینه برای مشتریان شرکت های ‎PCO USC arUe yin bh net ener wires er reeee ‏مدیریت پول نقد.‎ 

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* Delta is a highly profitable bank, with assets of nearly £30 billion; over half of its £1 billion earnings come from Asian operations Ee ene ree arene Oa Age ۳ | ‏به ۳۰ میلیارد است.‎ ‏خود را از عملیات در آسیا بدست آورده است‎ 

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Corporate Banking, by comparison 5 Commercial Bank تناف ون + Basie Account Services * Buianess/ Current Accounts * Cash and Checking * Working Capital Loans * Consumer Loans * Cash Management Services * Mortgage! Vehicle Loans * Investment Services + Small Business Lending * Wealth Management * Credtl Debit Cards * Investments i || ۱ + Deposits + Project Finance 

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Corporate banking, also known as business banking, refers to the aspect of banking that deals with corporate customers. The term was originally used in the United States to distinguish it from investment banking , after the GLASS- Steagall act of 1933 separated the two activities ‏بانکداری شرکتی که به عنوان تجارت بانک نیز شناخته میشود‎ * OR See irc Foe on cae Pre ee cele er err ‏ارتباط دارد . اين اصطلاح اولين بار در ايالت متحده براى‎ 000 ‏ا اا‎ ‏يس از قانون شيشه ١3031ع56 در سال 1933 بانكدارى‎ ‏ا ا ا‎ irre Be 

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= While that law was repealed in the 1990s, corporate banking and investment banking services have been offered for many years under the same umbrella by most banks in the United States and elsewhere. Corporate banking is a key profit center for most banks; however, as the biggest originator of customer loans, ‏زمانى كه اين قانون در سال 1990 جايكزين شد .سرويس هاى‎ " ‏بانکداری شرکتی و بانکداری سرمایه گذاری در آمریکا و در‎ 0 ‏ره هر اد ات‎ 

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Retail Banking Products and Services PEE ye Oe Ce NC MOLE De aa grrr pent) 79 Retail Banking & It's Objective 

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Retail banking encompasses a wide variety of products and services, including * بانكدارى خرده فروشى شامل طيف كسترده اى از محصولات و خدمات: از:جمله: Checking and savings accounts - customers are generally charged a monthly fee for checking accounts; savings accounts offer slightly higher interest rates than checking accounts but generally cannot have checks ‏اتب ی یت هزین‎ * حساب های حسابرسی و پس انداز - مشتری معمولا هزینه ماهانه برای ‎pea by ren ere rep yCaics‏ ان ‎Foor‏ ‎re Mop iCaee Teno MN RTC eT‏ 000 نمیتوانند چک بر روی آنها نوشته شوند 

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" Certificates of deposit (CDs) and guaranteed investment certificates (in Canada) - these are the most popular investment products with conservative investors, and an important funding source for banks since the funds in these products are available to them for defined periods of time. Sy13F alow slo aleS 9 (CD) 0240 slo aoluwleS * | mt et) lle pio 9 ‏ا ا‎ alow ‏مهم برای بانک ها است؛ چرا که وجوه این محصولات برای‎ oer] Ee pren Dep Mee-t we One 

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" Mortgages on residential and investment properties - because of their size, mortgages account for both a substantial part of retail banking profits, as well as the biggest chunk of a bank’s exposure to its retail client base Jo a - SylF alo pw ‏وام هاي مسكن و خواص‎ ‏مهمى از‎ yy Pa) vt ne vareet mrt | Pn On] eS] BU eC RUSS SO Ne TT MIE rye RSE tec el ere) ‏رویارویی بانک با مشتری خود را تشکیل می دهند.‎ 

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* Automobile financing - banks offer loans for new and used vehicles, as well as refinancing for existing car loans. " تامين مالى خودرو - بانك ها وام ها را براى وسايل نقليه 30 ORG Tre ‏ا ل‎ 2 ‎ely sly refinancing‏ ماشين هاى موجود ‎" Credit cards - the high interest rates charged on most credit cards make this a lucrative source of interest income and fees for banks ‏* كارت هاى اعتبارى - با نرخ بهره بالا براى اكثر كارت های اعتنباری یک منبع درآمد سود آور برای بانک هاست 

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Lines of credit and personal credit products - home equity lines of credit (HELOC) have diminished significantly in their importance as a profit center for banks after the U.S. housing collapse and subsequent tightening of mortgage lending standards. Re re ‏ا‎ ‎5 ‏ا‎ ‏خطوط اعتبارى واعتتارى شخضى - اعتنارات اعتبارق غانة‎ 0 0 ‏ا ا ا‎ (3) -1K0/@) ‏بانک ها پس از فروپاشی مسكن در ايالات متحده و به دنبال ان‎ eat Sere ‏ا ا ل ا‎ CMC Se] Pelee] یافته است. 

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" Foreign currency and remittance services - the increase in cross-border banking transactions by retail clients, and the higher spreads on currencies paid by them, makes these services a profitable offering for retail banking خدمات ارزى و يولى - افزليش معاملات بانكى مرزى مشتریان خرده فروشی و گسترش بیشتر ‎ner Tee Te‏ سم ۳ خدمات جزو خدمات سود آور برای بانکهاست 

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۱ Var em Ce me mem tate ee aN ‏ل‎ MECC ae meme emer arg 

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* مشتريان بانكى خرده فروشى نيز ممكن است خدمات زير ‎DOr By‏ ا 0 ا ل 2 ‎Stock brokerage (discount and full-service)‏ = ‎Insurance‏ = ‎Wealth management‏ = ‎Private banking‏ * * كاركرارى سهام ( تخفيف و خدمات كامل ) بيمه مديريت ثروت 

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" The level of personalized retail banking services offered to a client depends on his or her income level and the extent of the individual's dealings with the bank. While a client of modest means would generally be served by a teller or customer service representative CURSO ‏ل‎ OLE Dea evel OL BSea ‏ا ا ا ا لل‎ | Peper ey Ort VERO LED Serre CSN COP PS) PROC Fm pp ‏ا‎ كلى به وسيله ابزار معقول كه در اختيار مشترى است از خدمات بهره مند مى شود 

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* a high-net-worth individual who has an extensive relationship with the bank would typically have his or her banking requirements handled by an account manager or private banker. " يك فرد با ارش خالص كه روابط كسترده اى ‎yl SLL‏ معمولا نيازهاى بانكى خود را با یک مدير حساب ويا بانكدار خصوصى برقرار مى ۹1 

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* Although brick-and-mortar branches are still necessary to convey the sense of solidity and stability that is crucial to banking, the reality is that retail banking is perhaps one area of banking that has been most impacted by technology, thanks to the proliferation of ATMs and the popularity of online and telephone banking. Fes ees ger ey Pr OWe ‏ااال‎ ‎[1 roan ree ne eve aren cer pc resem from emer Parrentty Pe fe CAPO Pee Ia re Pear ere ere en nek aC Own Nuc Mee ‏كسترش دستكاه هاى خوديرداز و محبوبيت بانكدارى آنلاين و تلفن.‎ 

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Corporate Banking Products and Services ‏محصولاتو خدماتب انکدارعشرکتی‎ 

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" The corporate banking segment of banks typically serves a diverse range of clients, ranging from small- to mid-sized local businesses with a few millions in revenues to large conglomerates with billions in sales and offices across the country. Commercial banks offer the following products and services to corporations and other financial institutions: ‎Te‏ ل ا ا ‎Re Ue er‏ كن ‎(armerna' ee Revie res rae) prey‏ ۱ با درآمد جند ميليون دلارى و همجنين شركت هاى بزرك با درآمد میلیارد دلاری در فروش و دفاتر در سراسر کشور. بانک های تجاری ی 0 :ارائه می دهند 

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* Loans and other credit products - this is typically the biggest area of business within corporate banking, and as noted earlier, one of the biggest sources of profit and risk for a bank. " Treasury and cash management services - used by companies for managing their working capital and 0۱۲۲۲6۵ 6۵۳۷6۳60۱ ۲6۵۷۲6 eC Ose eer er emer Races) id kon ee CSE REE) HS eA Cont omy coin ‏تس کت ها رود رانک‎ ‏قبلا اشاره شد, یکی از بزرگترین منایع سود و خطر برای یک بانک‎ reel 

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" Equipment lending - commercial banks structure customized loans and leases for a range of equipment used by companies in diverse sectors such as manufacturing, transportation and information technology. FC ip Ces PC anes cl ees ee ‏سفارشى و اجاره براى طيف وسيعى از تجهيزات‎ Ree ep mOUg erin wri S Cre] Iper yy ‏مختلف از جمله تولید, حمل و نقل و فناوری اطلاعات‎ 

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*" Commercial real estate - services offered by banks in this area include real asset analysis, portfolio evaluation, and debt and equity structuring. املاك تجارى - خدمات ارائه شده توسط بانى ها ‎ul yo‏ ا 0 ا ‎blo‏ 02 ارزشيابى نمونه كارها و ساختار بدهى و حقوق 

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= Trade finance - involves letters of credit, bill collection and factoring. yes re sere C ere oe ace) rae ee CW Pees | Ose ile akg SD " Employer services - services such as payroll and group retirement plans are typically offered by specialized affiliates of a bank. ۳ 0 هاى بازنشستكى كروهى معمولا توسط وابستكان تخصصى يى Co cel 

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The Bottom Line ‏گیری‎ فتیجه وف ی 1 ۳ ل 725 9۲ ا ‎bs‏ 8 و ۳ ‎Mere LO a ae‏ تاه 

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* Retail and commercial banks are essential for the smooth functioning of an economy. Most large banks have specialized divisions that deal in retail banking and corporate banking; both businesses are among the largest profit centers for most banks * بانك هاى خرده فروشى و تجارى براى عملكرد صحيح clout Sy ‏ا ا‎ 2 dbaidl 1 TIC ee mee te ert ine ire) دارند؛ هر دو كسب و كار در ميان بزركترين مراكز ا 5 

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۱ ۱ Em oD) 41-0 Turnbull, P (1983) ‘Corporate Patel) "كع امعد عامهط 5ه نام ۱ Te ac eae) 5345 Turnbull, P and Gibb, M (1987) Peta nae ae oa err set STN eel ‏'كمأطكمماغ قاعم‎ 00 la a ۸2۳۷۵۷9 5)1( 19-6 REFERENCES: 0 eed SRC ‏الل‎ 0 RT 2 00 Re eR rad * Butterworth-Heinemann, Oxford ل ل 02 ع لمعه CRS eee ee Re a = (March/April) 118-126 الا ا ل د ‎See‏ ‏۱/۵ دمنه‌د)عناهد ‎ea‏ . « زیر تاه لك 07 / ا 0