国有商业银行外部公关现状之分析

发布时间：2018-05-21 09:17

本文选题：银行外部公关 + 银行客户关系管理　；参考：《特区经济》2009年02期

【摘要】：大量的公关理论研究和实践表明:银行公关外部活动是否有效,直接影响银行的形象、银行的竞争力乃至银行的生死存亡。然而银行外部公关的理论研究在中国至今还近乎空白,本文就以银行外部公关为研究主题,结合国有商业银行的实际情况,运用银行管理学、公关学、制度经济学的有关理论,系统深入分析银行外部公关,即银行与客户的关系、银行与同业的关系、银行与政府的关系、银行与新闻媒体的关系等状况,针对性地提出银行在解决处理各种关系时应采取的策略措施,建立了银行外部公关的保障体系,强调银行公关组织构建、人才培养以及公关策划,对银行外部公关的特殊作用。
[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.
【作者单位】：深圳职业技术学院经管学院;
【分类号】：F830.2

【相似文献】