公共关系与商业银行市场营销  

Public Relationship and Commercial Bank Marketing

作　　者：张留禄[1] 

机构地区：[1]西安交通大学经济与金融学院,陕西西安710061

出　　处：《金融理论与实践》2005年第6期35-37,共3页Financial Theory and Practice

摘　　要：管理思维的战略演变,正与公共关系的思想与功能相吻合。公共关系强调与社会公众的沟通与利益协调,在关注与外部公众沟通的同时,也强调内部沟通。商业银行在营销策略的变迁,营销战略的制定,以及营销环境的分析等方面都应明确公共关系的任务,重视公共关系的投入,发挥公共关系的职能。公共关系作为商业银行市场营销的新思维,亟待商业银行公共关系咨询人员深入发掘和大力推广。The strategic evolution of management thought is identical with the thought and function of public relationship. Communication with the public and interest coordination is emphasized in the thought of public relationship,and internal communication is put a high premium as well. A commercial bank should define clearly the task of public relationship in the variation of marketing tactics,formulation of marketing strategy,and analysis of marketing environment,etc.,paying much attention to input of public relationship,so as to put the function of public relationship into full play. Being a new thought for commercial bank marketing,public relationship deserves to be further explored and broadened by the public relationship counsel personnel of commercial bank.

关 键 词：商业银行 公共关系 市场营销 

分 类 号：F832.33[经济管理—金融学]