2012, vol. 58, br. 4, str. 209-218
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Elektronski bankarski marketing u uslovima tranzicije
Electronic banking marketing in transition
Univerzitet Educons, Fakultet poslovne ekonomije, Sremska Kamenica
Sažetak
Razvoj tržišnih odnosa, i tranzicija prouzrokovali su drugačije tretiranje banaka. Došlo je do strukturnih promena i do promena u performansama banke. Usled tranzicije, došlo je do smanjenja broja banaka, restrukturiranja, izmene svojinske strukture, a banke su imale težak zadatak da zajedno sa državom povrate poverenje građana i privrede. Sa obnavljanjem finansijskog tržišta, rasla je i ponuda uslužnih proizvoda banaka i unapređenje svih 7 elemenata uslužnog marketing miksa. Danas imamo sledeću situaciju: banka danas nije izolovani entitet, već društvena finansijska institucija čija poslovna sposobnost i efikasnost funkcionisanja utiču na privredu jedne zemlje, kao i na svetsku privredu. Današnja banka je konkurentna, tržišno orjentisana, vodi računa o svojim komitentima... Danas, u uslovima narasle konkurencije na finansijskom tržištu, nezamislivo je poslovanje banke, bez primene marketing principa i filozofije. Činjenica je da su postignuti respektabilni rezultati u pogledu vraćanja poverenja u banke, odnosno da su oba partnera u ovom poslu i država i banke, učinile već mnogo, ali ima još dosta posla na unapređenju bankarstva u Republici Srbiji, a svaka banka ponaosob mora se truditi da konstantnim inoviranjem i praćenjem svetskih trendova u bankarskom poslovanju pridobije što više klijenata, a inoviranjem u sferi marketinga, da te klijente i zadrži. Posebno mesto u poslovanju savremenih banaka imaju elektronsko poslovanje i elektronsko plaćanje. Danas, banke koriste različite načine da klijentima omoguće što efikasnije i bezbednije obavljanje bankarskih transakcija iz kuće, koristeći pritom i brojne nazive za obavljanje ovih bankarskih aktivnosti, stvarajući dilemu: da li su u pitanju sinonimi ili potpuno različiti pojmovi. Ono što je važno jeste da elektronsko bankarstvo donosi brojne prednosti, a da se istraživanjem i razvojem informacionih tehnologija nedostaci lagano prevazilaze. Razvoj elektronskog poslovanja u bankama, mora pratiti i primena i razvoj elektronskog marketinga. Neminovno je da je pojava i masovno korišćenje Interneta u poslovne svrhe imala ogroman uticaj na savremeno poslovanje i marketing. Danas se može slobodno reći da je Internet izazvao pravu revoluciju u marketingu, obezbeđujući mnogo vise od samog medija preko koga kompanije komuniciraju sa potrošačima i sa drugim kompanijama. Internet je pokretač promena u tradicionalnom pristupu marketingu zato što je doneo nov način razmišljanja i novu kulturu poslovnog ponašanja.
Abstract
The development of market relations, and the transition caused different treatment of banks. There was a structural change and changes in bank performance. Due to the transition, there was a decrease in the number of banks, restructuring, changes of ownership structure, and the banks had a difficult task, together with the country regain the trust of citizens and the economy. With the renewal of the financial markets grew and offer products / services of banks, and improving all 7 elements of marketing mix. Today we have the following situation: The Bank today is not an isolated entity, but a social institution whose financial ability and efficiency of business operation impact on the economy of a country, as well as the world economy. Today the bank is competitive, market-oriented, take care of their clients... Today, in conditions of increased competition in the financial markets, the bank is unthinkable without the application of marketing principles and philosophy. The fact is that respectable results in the return of confidence in banks are achieved, or that both partners in this business, the state as well as banks, have already done a lot, but there is more work on improving banking in the Republic of Serbia, each and every bank must try to constant innovation and the world trends in the banking business attract more clients, and innovation in the field of marketing to these customers and retain. Special place in the business of modern banks have electronic business and electronic payment. Today, banks use different ways to provide customers more effectively and securely perform banking transactions from home, using many names for the performance of banking activities, creating a dilemma: if it comes to synonyms or completely different ideas. What is important is that electronic banking brings many advantages, and to research and development of information technology slightly exceed the disadvantages. Development of e-business in banks, must follow the application and development of electronic marketing. It is inevitable that the appearance and massive use the Internet for business purposes had a huge impact on modern business and marketing. Today, you can say that the Internet caused a true revolution in marketing, providing much more than the media through which companies communicate with customers and with other companies. The Internet is a driver of change in the traditional approach to marketing because it brought a new way of thinking, new media and new culture and approach behavior.
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