| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-13页 |
| 1. INTRODUCTION | 第13-15页 |
| 1.1 The Aim of the Thesis | 第13页 |
| 1.2 Scope of the Research | 第13-14页 |
| 1.3 Methods of the Research | 第14页 |
| 1.4 Organization of the Thesis | 第14-15页 |
| 2. LITERATURE REVIEW | 第15-28页 |
| 2.1 Concept and Significance of Corporate Image | 第15-18页 |
| 2.1.1 Concept of Corporate Image | 第15页 |
| 2.1.2 Significance of Corporate Image | 第15-18页 |
| 2.2 Theories and Methods of Customer Relationship | 第18-20页 |
| 2.2.1 Concept of Customer Relationship Management | 第18-19页 |
| 2.2.2 Connotation of Customer Relationship Management | 第19-20页 |
| 2.3 Basic Concept and Related Theories of Internal Marketing | 第20-23页 |
| 2.4 Marketing Theories and Methods of Banks | 第23-28页 |
| 2.4.1 Financial Marketing Theory | 第24页 |
| 2.4.2 Financial Innovation theory | 第24-25页 |
| 2.4.3 Commercial Banks Marketing Based on the Asymmetric Information theory | 第25-26页 |
| 2.4.4 Commercial Banks Marketing Based on Value Chain Theory | 第26-27页 |
| 2.4.5 Client Manager System Based on Relationship | 第27-28页 |
| 3. CASE DESCRIPTION | 第28-37页 |
| 3.1 Introduction of Bank A | 第28-33页 |
| 3.1.1 History and Status Quo of Bank A | 第28-29页 |
| 3.1.2 Internal Marketing Culture of Bank A | 第29-32页 |
| 3.1.3 History and Status Quo of Guangzhou Branch of Bank A | 第32-33页 |
| 3.2 Existing Problems of Guangzhou branch Bank A | 第33-37页 |
| 3.2.1 Thinking Little of Internal Customers | 第34页 |
| 3.2.2 Ignoring the Indeed Needs of Employee | 第34-35页 |
| 3.2.3 Lacking Effective Communication and Collaboration between Departments | 第35-37页 |
| 4. CASE STUDY | 第37-52页 |
| 4.1 Analysis of the Relationship between Banks’ Internal Marketing Strategyand Corporate Culture | 第37-42页 |
| 4.1.1 The Impact of Internal Marketing on Corporate Culture | 第37-40页 |
| 4.1.2 The Substance of the Relationship between Internal Marketing and CorporateCulture | 第40-42页 |
| 4.2 Basic Strategy of Banks’ Internal Marketing | 第42-46页 |
| 4.2.1 Enhancing Training for Staff is the Basic Form of the Internal Marketing ofGuangzhou branch of Bank A | 第42-43页 |
| 4.2.2 Home Culture is the Main Content of Internal Marketing of Guangzhou Branch ofBank A | 第43-46页 |
| 4.3 Support System of Banks’ Internal Marketing Strategy | 第46-49页 |
| 4.3.1 Perfecting the Motivation System is the Basis of Implementing Internal Marketingof Guangzhou branch of Bank A | 第46-48页 |
| 4.3.2 Trusting Employees is the Key to Implementing the Internal Marketing Strategy ofGuangzhou branch of Bank A | 第48-49页 |
| 4.4 Analysis of the Contribution of Banks’ Internal Marketing Strategy to theEstablishment of Customer Relationship | 第49-52页 |
| 4.4.1 Attracting and Retaining Excellent Employees Makes the Relationship withCustomers Stable | 第50页 |
| 4.4.2 Satisfying Staff‘s Demands to Make Customers More Satisfied, thereby IncreasingMarket Share and Profitability | 第50页 |
| 4.4.3 Improving Corporate Image and Attracting More Customers via Branding | 第50-51页 |
| 4.4.4 Constructing corporate culture to increase corporate competitiveness | 第51-52页 |
| 5. CONCLUSION | 第52-57页 |
| 5.1 Suggestions | 第52-55页 |
| 5.1.1 Establishing and Improving the Incentive Mechanism to Improve the Efficiency ofResource Allocation | 第53页 |
| 5.1.2 Improving Human Resource Management to Effectively Improve Employees’ Quality | 第53-55页 |
| 5.1.3 Establishing Distinctive Home Culture to Foster a Harmonious CulturalEnvironment | 第55页 |
| 5.2 Revelation | 第55-57页 |
| REFERENCES | 第57-58页 |
