本文選題：銀行外部公關(guān) + 銀行客戶關(guān)系管理　； 參考：《特區(qū)經(jīng)濟(jì)》2009年02期

【摘要】：大量的公關(guān)理論研究和實踐表明:銀行公關(guān)外部活動是否有效,直接影響銀行的形象、銀行的競爭力乃至銀行的生死存亡。然而銀行外部公關(guān)的理論研究在中國至今還近乎空白,本文就以銀行外部公關(guān)為研究主題,結(jié)合國有商業(yè)銀行的實際情況,運(yùn)用銀行管理學(xué)、公關(guān)學(xué)、制度經(jīng)濟(jì)學(xué)的有關(guān)理論,系統(tǒng)深入分析銀行外部公關(guān),即銀行與客戶的關(guān)系、銀行與同業(yè)的關(guān)系、銀行與政府的關(guān)系、銀行與新聞媒體的關(guān)系等狀況,針對性地提出銀行在解決處理各種關(guān)系時應(yīng)采取的策略措施,建立了銀行外部公關(guān)的保障體系,強(qiáng)調(diào)銀行公關(guān)組織構(gòu)建、人才培養(yǎng)以及公關(guān)策劃,對銀行外部公關(guān)的特殊作用。
[Abstract]:A large number of public relations theory and practice show that whether the external public relations activities of banks are effective directly affect the image of banks, the competitiveness of banks and even the survival and death of banks. However, the theoretical study of external public relations of banks in China is still nearly blank. This paper takes the external public relations of banks as the research theme, combines the actual situation of state-owned commercial banks, and applies the relevant theories of bank management, public relations and institutional economics. A systematic and in-depth analysis of the external public relations of banks, that is, the relationship between banks and customers, between banks and peers, between banks and governments, between banks and the media, and so on, This paper puts forward the strategies and measures that banks should take in dealing with various relationships, establishes the safeguard system of bank's external public relations, and emphasizes the special role of the bank's public relations organization construction, talent training and public relations planning to the banks' external public relations.
【作者單位】： 深圳職業(yè)技術(shù)學(xué)院經(jīng)管學(xué)院;
【分類號】：F830.2

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本文編號：1918596