A银行广州支行内部营销策略研究.pdf

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1、ACKNOWLEDGEMENTSIaccomplishthedissertation,whichimpliestheendofmyMBAcourse.Iamwithafeelingofimmeasurablejoyandthankful.IgreatlyappreciatemytutorProfessorXiaoyanYang.Fromchoosingtopictomakingthefinalscript,ProfessorXiaoyanYangtookmuchefforttohelpmefromthethoughtstothelogicofthethesis.Sh

2、eansweredallmyquestionssincerely.Withoutherhelp,Iwouldnothavefinishedmythesissuccessfully.ProfessorXiaoyanYangnotonlyhelpedmystudybutalsoinfluencedmyattitude.Shehasrigorously,theearnestworkmanner.Secondly,Iamgratefultotheseniorsinthesalesdepartmentofmybankfortheirpatienceandcooperation

3、duringthesurveyIdid.Theygavemeplentyofusefuldataandsuggestions,whichcontributetothecompletionofthethesis.Lastbutnotleast,Ithankallmyclassmatesandteacherswhogavemecareandhelp.Iamdeeplyimpressedbytheirconscientiousattitudeandinquiringspirit.Withouttheirheartyencouragement,Icouldnothavema

4、desuchagreatprogress.IIIABSTRACTInternalmarketingstrategy,basedonattachinggreatimportancetoemployees,isapositivestrategiccollaborativeactivityheldwithinanenterprise,thecoreofwhichistodevelopemployees’customer-orientedandmarket-orientedconsciousnessaswellasenhanceemployees’loyaltywhilei

5、mprovingcustomers’satisfaction.Inthisthesis,GuangzhoubranchofBankAischosenasthestudyobjectandrelatedtheoriesareusedtoanalyzethebackground,thestatusquo,theexistingproblemsandthedevelopmentstrategiesofthestudyobject.ThestudyaimstofindouttheexistingproblemsofGuangzhoubranchofBankAintermso

6、finternalmarketingandoffersomesuggestionswhilefindingoutthelimitationsofstudiesinthissubjectbasedontheauthor’sworkingexperienceandinterviewswithemployeesinthebank.KeyWords:InternalMarketing,CorporateImage,CorporateCulture,EmployeeLoyaltyIV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

7、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。关键字：内部营销；企业形象；企业文化；员工忠诚VTABLEOFCONTENTSACKNOWLEDGEMENTS.........................................................................