A Research On ZH Bank L Branch Internal Communication Of Enterprise Culture

As the saying goes, “Good wine needs no bush.” Communicational phenomenon is as old and profound as human history. Corporate culture communication has been being carried out continuously from the birth of corporate. If there is no communication, corporate culture cannot be established, be developed and refined. Communication is the basic attribute of culture in that it is very meaningful a study on internal communications of enterprise culture with ZH bank L branch as example. Theoretically, internal communications of enterprise culture is expanded to the banking providing a new perspective for corporate culture communication mechanism. It enriches the existing theoretical framework about the spread of corporate culture by researching on L branch. In practice, it has profound guiding significance to further improve the branch management, enhance market competition ability, build a good social and eternal image, and lay a solid strategy foundation by widely recognized from all other sectors of the society.First of all, the thesis discusses connotation, ways and channels related basic concepts of enterprise culture transmission, and will integrate organically with the research achievements on internal communications of enterprise culture at home and abroad, to provide theoretical basis for further research. Secondly, on the background of ZH bank enterprise culture spread in L branch, from two aspects of formal and informal channels, the thesis studies the channels of enterprise culture internal communication. It analyses employees orientation, message receipt, learning pattern and internalization in the process of enterprise cultural transmission from four dimensions by using classic communication model, to uncover the mystery veil of cultural transmission process and f provide objective basis on further study of enterprise culture internal mechanism.After that, the thesis takes ZH bank L branch as the research object, using conventional methods such as questionnaires, individual interview, starting from related value factors to do scientific positioning and diagnosis, accurately understanding the problems existing in the internal communications of enterprise culture, and according to the questions asked by the scholars and the author’s work experience to select internal communication, procedures and rules, service, work status, work attitude, etc. from the problems existing in the internal communications of enterprise culture, designing a simple investigation idea, sorting out the systematic, comprehensive and detailed reality basis. The author holds that the key point is to establish a long-term mechanism, attach great importance to invest the relevant resources,rationalize the relationship between the parties, lead to the propagationsynergy so as to strengthen ZH bank corporate culture internally spread in L branch.Aiming at the problems above, this thesis from a few aspects such as the internal network, internal magazine, internal activities is to decide internal communications of enterprise culture strategy of ZH bank L branch, make the internal communications of enterprise culture sloganliasation, institutionalization,capabilizing and behaviorrization, and from the aspects of the subjects, targets, principle, and ways to describe the three-dimensional images of internal communications of enterprise culture. On the basis, to make internal communications of enterprise culture effectively implemented, must have a matching system as a guarantee. This paper proposes to establish the internal communications of enterprise culture safeguard mechanism from four aspects :strengthening organization leadership,creating a good environment, improving construction of the communication system,strengthening humanistic care and so on. on the one hand, we should construct a comprehensive enterprise culture construction rules, on the other hand, revise and improve the various regulations of enterprises operation, build comprehensive, three-dimensional system to promote the internal communications of enterprise culture be understood inside the enterprise, practiced outside the enterprise and optimized effectively.The author hope ZH bank enterprise culture will provide a new way of more effective communication, of further improving the L branch internal management, enhancing market competition ability, building good social image outside, winning the recognition from all walks of life in order to provide steady streams of endogenous power by means of new concepts, new ways to attract and guide the staff, especially the younger generation staff consciously to recognize enterprise culture, to enhance staff’s sense of belonging and responsibility consciousness under the new situation.