情感资本与内部营销

Emotional Capital and Internal Marketing

面对经营环境的急剧变迁 ,人力资本已成为国际银行业在市场竞争中取胜的关键要素。完整的人力资本应既包括智力资本 ,也包括情感资本 ;然而 ,许多大银行始终对情感资本不够重视。深入地分析了情感资本在迎接新的市场挑战中所能扮演的重要角色 。

Confronting turbulent environment, human capital has already become a key element for a bank's success in market. A complete human capital should conclude both intellectual capital and emotional capital; Unfortunately, many big banks have not been paying enough attention to emotional capital. The thesis makes a thorough analysis of the important role that emotional capital can play in addressing new market challenges, and expounds some key principles of internal marketing, which is a magic means for persuading employees to buy in to a company′s goals.