The Research On The Internal Marketing Strategy Of China Construction Bank,Yuanxi Road Branch

With the gradual integration of the global financial system,the problem of talent competition is becoming more and more fierce,and the pressure of talents facing China's domestic commercial banks is increasing day by day.This part of the pressure comes from the competition of foreign banks.In fact,within the bank,talent is the driving force and source of development,and the maintenance of excellent talents depends on whether employees are satisfied with their banks,so it is necessary for banks to enhance employee satisfaction and loyalty.Theoretical research has proved that internal marketing reflects great utility value in enhancing employee satisfaction and loyalty,which is an important inspiration for banks to attract and maintain talents.At present,the internal marketing theory has a certain development,but in the commercial banking sector in China,the theory of internal marketing to explore still have little effect,which need to continue to try and find out,this paper carries on the discussion to this question and study.In order to promote the continuous development of China's commercial banks,this paper uses the method of case study and thinking,try to Construction Bank Chinese Yuanxi Road branch as the research subject,based on the first meaning of internal marketing and characteristics,combined with mathematical analysis tools and methods to reflect the domestic research on internal marketing areas in need of improvement.Secondly,using the method of statistical investigation,satisfaction and loyalty of its internal staff evaluation,found the branch in the use of internal marketing in the process of deficiencies,for later solutions provide a realistic basis for.Based on the combination of theory and practice in the above,through the introduction of more specific and perfect internal marketing management concept to promote the transformation of the traditional management concept and mode,establish truly suitable for internal marketing scheme and system of the branch.Finally,combined with the main performance evaluation and continuous improvement model for internal marketing system construction bank China Yuanxi Road branch building,to provide a set of security scheme has more timeliness and more perfect,in order to promote continuous improvement of Construction Bank Chinese and China's banking industry overall business performance and competitiveness objectives.