Study On The Application Of Internal Marketing Theory To The National Commercial Banks

The word of Internal Marketing (IM) first appeared in references in 1950's, which served as a management means for advancing competition of service industry. With the development of 20 years or so, the primary idea of IM comes into being and tends to be perfect, and the benefited fields becomes wider and wider. However the completed concept and systematic theory have not been advanced. And it is clearly that such a research will be meaningful and important. After combing and reviewing the history of IM, the author considers three categories' meanings are included in the connotation of Internal Marketing, i.e. IM is not only a conception and philosophy of management, a management tackle, but also a strategic management. The author consider that five categories' meanings is contained in the framework of Internal Marketing using the theories of external marketing for reference, i.e. the aim of IM, internal market research, Segmenting and Positioning and Keystone of IM.At the background of global economic and finance, the competition will become intense further in the all fields. The national commercial banks will face the strange opportunity, in more cases they will have to encounter the challenge focused on competition for person with ability. It will be hard to improve their business for national commercial banks, if the idea of management is failed changing in time. Based on combing the idea of IM and analyzing the successful cases, the author analyzed the necessity and feasibility of putting the idea of IM into the management of commercial banks. The basic idea and operating mode are advised for national commercial banks at last.