国有商业银行外部公关现状之分析

National commercial bank exterior public relation's present situation analysis

大量的公关理论研究和实践表明:银行公关外部活动是否有效,直接影响银行的形象、银行的竞争力乃至银行的生死存亡。然而银行外部公关的理论研究在中国至今还近乎空白,本文就以银行外部公关为研究主题,结合国有商业银行的实际情况,运用银行管理学、公关学、制度经济学的有关理论,系统深入分析银行外部公关,即银行与客户的关系、银行与同业的关系、银行与政府的关系、银行与新闻媒体的关系等状况,针对性地提出银行在解决处理各种关系时应采取的策略措施,建立了银行外部公关的保障体系,强调银行公关组织构建、人才培养以及公关策划,对银行外部公关的特殊作用。

Theoretical studies and practices indicate that the efficiency of enterprises, public activities is directly related to the survival and development of enterprises; likewise, the effectiveness of banks, public activities would be decisive to bank＇s image, competition power, even to the survival and development. Focusing on the external public relations of banks and using foreign and domestic literatures for reference, taking the actual performances of Chinese State-Owned Commercial Banks into consideration, making use of the concerned theories of bank management, public relations, institutional economics, this study makes a thorough and systematic analysis of the external public relations of banks （including the relation between banks and their clients, between banks and the similar trades, between banks and government,between bank and the press）, and puts forward countermeasures for banks to deal with different relations. The effectiveness of public activities of banks is explored, and the influence of investigation, planning ,crisis management,and access of public relations on the effectiveness of bank public relations is highlighted.