A Study On Human Resource Management Based On Internal Marketing

With the global development of economics and finance, china financial systemwill be opening to blend into the global finance system. The nature of competitionamong banks is competition for talent and the customer service capabilities because ofthe homogeneity characteristics in financial products. The face of fierce competitionsituation, managers have to think about the problems how to change the traditionalstaff management and build a good relationship between staff which can improvecustomer satisfaction by improving employee’s satisfaction.The concept of InternalMarketing was first forwarded in1970’s, which served as a management tool tostructure and promote the competitive power of service enterprises. Banking is aspecial kind of service industries; this paper investigates the application of internalmarketing in the human resources management model in the commercial banks, toprovide a new direction for human resources of commercial banks.The Paper includes six parts, chapter I points out the significance and the researchgoal, carries on the analysis to the domestic and foreign internal marketing theory andcommercial banks human resource management theory, also indicated the innovationand shortages in this thesis; chapter II instructed the connotation and characteristics ofinternal marketing, constituted the composition of internal marketing system, alsodescribed the basis theoretical involved in this article; chapter III mainly introduced thebasic situation of Shenzhen branch of CCB, pointed out the problems in humanresource management; chapter IV described the necessity and feasibility ofimplementation of internal marketing in human resources management; cleared thegoals and principles of internal marketing model; chapter V and chapter Ⅵ is thefocus of the study, the paper specifically discussed the internal marketing in humanresources management from the STP-based market segmentation(Segmentation,Targeting and Positioning), the4Ps(Product, Price, Place and Promotion) ofmarketing mix design, the feedback and control of internal marketing, finally, thepaper pointed out the questions should be attention, including establishing internalmarketing concept, supporting from the management, changing organizationalstructure and matching corporate culture. Hope through this research can providetheoretical guidance to the staff management and optimization of the Shenzhen Branchof CCB.