A Study On Mode Of Internal-Marketing Based On Human Resource Management In Chinese Commercial Banks

With the global development of economics and finance,Chinese financial system will be openning to blend into the global fianance system. Accompanied with the "big invasion" of foreign banks,,the competition of the domestic banking will be intensified. And the core of the competition is the contertion of the employees.the demand of the local employees and the favourable conditions of foreign banks will bring great crisis of employees'loss to Chinese banking.In order to win the fight for employees, China's commercial banks must set up competitive advantage, change their traditional mode of human resources management, use new models to manage and motivate employees, and set up good relations with employees, improve their satisfaction, and then enhance the competitiveness of commercial banks.The theory of internal marketing produced in west service industry,and the focus of the research is motivating employees and then enhancing the competitiveness of service enterprises. After 20 years'development, the contents of it have been gradually improved and the field of it's applications have been broaden, but it don't have a unform concept and a complete frame. This text cardings on the history of internal marketing theory, considers the concept of internal marketing should have four components, the pursuit of employee satisfaction,the pursuit of customer-oriented,coordinated relationship between the department and the promotion of the strategic implementation, and consider that idea of the internal marketing can be applied to human resources management in commercial banks.This text narrow the scope of the study, focus on internal marketing in human resource management in Chinese commercial banks so that the text will be more focused, and more specific. This text mainly use the method of the literature review, system resrarch and exemplification. Though looking up, collecting, analysising and synthesizing internal marketing of the commercial banks and internal marketing theory, this text has an whole understanding of the issues and developments in research of internal marketing,. This text introduces the idea of internal marketing to the human resources management in commercial banks, and sees it as a new method of management that can change the traditional human resource management model. This text uses the STP strategy and the 4Ps strategy of external marketing to build the model of internal marketing of human resources in Chinese commercial banks, and also use the example of Bank of China, TA Branch to divide the internal market. This text analyze the culture of China Merchants Bank to introduce the design of"Culture"product. At the base of the studies of internal marketing and analysis of human resources management in Chinese Commercial Banks, this text will build an internal marketing model system of human resources management in Chinese commercial banks.After discussion of this txet , some conclusions can be obtained as following:First, internal marketing and human resources management are interrelated, but they do not seem exactly the same, they have differences at the location of the employees, executor, means and application areas.Second, Chinese commercial banks are faced with problems of both internal and external. The so-called external problems are the sorts of problems from the tremendous impact of foreign banks, and internal problems is problems of the human resources management in Chinese commercial banks. These internal and external problems also led to the need for internal marketing model and its feasibility of Human Resources Management in Chinese commercial banks.Third, this text set up an internal marketing model syetem of Human Resources Management in Chinese commercial banks, and then give an in-depth analysisFourth, the construction of internal marketing model of Human Resources Management in Chinese commercial banks may encounter obstacles from all sides, so the model requires the implementation of culture, communication,training and other related factors's support.