本文關(guān)鍵詞：A銀行廣州支行內(nèi)部營(yíng)銷(xiāo)策略研究

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【摘要】：內(nèi)部營(yíng)銷(xiāo)是在重視員工的基礎(chǔ)上,在企業(yè)內(nèi)部開(kāi)展的一種積極的戰(zhàn)略協(xié)同活動(dòng),其核心是培養(yǎng)員工的顧客導(dǎo)向和市場(chǎng)意識(shí),提高員工的忠誠(chéng)度,目標(biāo)是讓外部顧客滿意。本文以A銀行廣州支行為研究對(duì)象,根據(jù)相關(guān)理論分析調(diào)查對(duì)象的背景、現(xiàn)狀、存在問(wèn)題及發(fā)展策略等,指出了A銀行廣州支行內(nèi)部營(yíng)銷(xiāo)方面存在的問(wèn)題,結(jié)合筆者工作經(jīng)驗(yàn)及實(shí)地基層訪談,對(duì)A銀行廣州支行內(nèi)部營(yíng)銷(xiāo)進(jìn)行策略分析,提出對(duì)策建議,并指出研究缺陷以及今后研究的方向。
【關(guān)鍵詞】：內(nèi)部營(yíng)銷(xiāo) 企業(yè)形象 企業(yè)文化 員工忠誠(chéng)
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F832.33;F274
【目錄】：

• ACKNOWLEDGEMENTS4-5
• ABSTRACT5-6
• 摘要6-13
• 1. INTRODUCTION13-15
• 1.1 The Aim of the Thesis13
• 1.2 Scope of the Research13-14
• 1.3 Methods of the Research14
• 1.4 Organization of the Thesis14-15
• 2. LITERATURE REVIEW15-28
• 2.1 Concept and Significance of Corporate Image15-18
• 2.1.1 Concept of Corporate Image15
• 2.1.2 Significance of Corporate Image15-18
• 2.2 Theories and Methods of Customer Relationship18-20
• 2.2.1 Concept of Customer Relationship Management18-19
• 2.2.2 Connotation of Customer Relationship Management19-20
• 2.3 Basic Concept and Related Theories of Internal Marketing20-23
• 2.4 Marketing Theories and Methods of Banks23-28
• 2.4.1 Financial Marketing Theory24
• 2.4.2 Financial Innovation theory24-25
• 2.4.3 Commercial Banks Marketing Based on the Asymmetric Information theory25-26
• 2.4.4 Commercial Banks Marketing Based on Value Chain Theory26-27
• 2.4.5 Client Manager System Based on Relationship27-28
• 3. CASE DESCRIPTION28-37
• 3.1 Introduction of Bank A28-33
• 3.1.1 History and Status Quo of Bank A28-29
• 3.1.2 Internal Marketing Culture of Bank A29-32
• 3.1.3 History and Status Quo of Guangzhou Branch of Bank A32-33
• 3.2 Existing Problems of Guangzhou branch Bank A33-37
• 3.2.1 Thinking Little of Internal Customers34
• 3.2.2 Ignoring the Indeed Needs of Employee34-35
• 3.2.3 Lacking Effective Communication and Collaboration between Departments35-37
• 4. CASE STUDY37-52
• 4.1 Analysis of the Relationship between Banks’ Internal Marketing Strategyand Corporate Culture37-42
• 4.1.1 The Impact of Internal Marketing on Corporate Culture37-40
• 4.1.2 The Substance of the Relationship between Internal Marketing and CorporateCulture40-42
• 4.2 Basic Strategy of Banks’ Internal Marketing42-46
• 4.2.1 Enhancing Training for Staff is the Basic Form of the Internal Marketing ofGuangzhou branch of Bank A42-43
• 4.2.2 Home Culture is the Main Content of Internal Marketing of Guangzhou Branch ofBank A43-46
• 4.3 Support System of Banks’ Internal Marketing Strategy46-49
• 4.3.1 Perfecting the Motivation System is the Basis of Implementing Internal Marketingof Guangzhou branch of Bank A46-48
• 4.3.2 Trusting Employees is the Key to Implementing the Internal Marketing Strategy ofGuangzhou branch of Bank A48-49
• 4.4 Analysis of the Contribution of Banks’ Internal Marketing Strategy to theEstablishment of Customer Relationship49-52
• 4.4.1 Attracting and Retaining Excellent Employees Makes the Relationship withCustomers Stable50
• 4.4.2 Satisfying Staff‘s Demands to Make Customers More Satisfied, thereby IncreasingMarket Share and Profitability50
• 4.4.3 Improving Corporate Image and Attracting More Customers via Branding50-51
• 4.4.4 Constructing corporate culture to increase corporate competitiveness51-52
• 5. CONCLUSION52-57
• 5.1 Suggestions52-55
• 5.1.1 Establishing and Improving the Incentive Mechanism to Improve the Efficiency ofResource Allocation53
• 5.1.2 Improving Human Resource Management to Effectively Improve Employees’ Quality53-55
• 5.1.3 Establishing Distinctive Home Culture to Foster a Harmonious CulturalEnvironment55
• 5.2 Revelation55-57
• REFERENCES57-58

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