Internal Marketing System Design Of Fangxinyuan Branch (BOC)

Internal marketing is a management philosophy introduced by enterprises in order to enhance market competitiveness and internal employee satisfaction. After 30 years of development and derivation, the theory of internal marketing has gradually enriched and the scope of practice is expanding as well. In the large pattern of evolving global financial system, the major operating subsidiary of Bank of China(BOC) branch is facing unprecedented opportunities and challenges. To enhance its market competitiveness and its capacity of attracting more outstanding financial professionals, the Bank of China also began to transfer its traditional management concepts and models, introducing advanced concepts and tools of internal marketing. But since there hasn't been any standardized definition of internal marketing to date, and its branches do not have any theoretical framework of the internal marketing system based on practical applications. Therefore, it has a great significance no only for the branch itself to discuss the theoretical framework and the system of internal marketing in reality, but also for other banks' reference in developing internal marketing.Based on the emergence and development of internal marketing theory and actual case study, the essay makes an analysis on the three levels internal marketing's basic meanings, indicating that internal marketing are not only a concept, a marketing means or a management tool, but also a kind of business philosophy. Taking a reference to marketing theories, the essay takes a systematic elaboration on the theoretical framework of internal marketing based on the following aspects:the establishment of internal marketing objectives, the research, segmentation and positioning of internal market and internal marketing mix. Then, combined with the actual operating conditions of BOC's Fangxinyuan Branch, the author demonstrates the necessity of implementing internal marketing; furthermore, taking into account the knowledge of external marketing strategies, we design a set of internal marketing mechanism specially for the Branch; finally, we propose a series of measures to ensure the mechanism's implementation from the aspects of the building of internal marketing culture, organizational restructuring and the establishment of comprehensive platform, in order to provide some guidance for BOC's implementation of internal marketing and its counterparts in the same industry can use them as reference.