A银行广州支行内部营销策略研究

发布时间：2017-08-26 05:34

  本文关键词：A银行广州支行内部营销策略研究

  更多相关文章： 内部营销 企业形象 企业文化 员工忠诚

【摘要】：内部营销是在重视员工的基础上,在企业内部开展的一种积极的战略协同活动,其核心是培养员工的顾客导向和市场意识,提高员工的忠诚度,目标是让外部顾客满意。本文以A银行广州支行为研究对象,根据相关理论分析调查对象的背景、现状、存在问题及发展策略等,指出了A银行广州支行内部营销方面存在的问题,结合笔者工作经验及实地基层访谈,对A银行广州支行内部营销进行策略分析,提出对策建议,并指出研究缺陷以及今后研究的方向。
【关键词】：内部营销 企业形象 企业文化 员工忠诚
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274
【目录】：

• 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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