Banking Essay代写-银行内部营销。本文是一篇留学生Essay写作范文，主要内容是针对汇丰银行和美国运通的案例，对银行内部营销这一问题进行研究分析。汇丰银行总部位于伦敦，是世界上最大的银行和金融服务机构之一。汇丰的国际网络包括欧洲、亚太地区、美洲、中东和非洲85个国家和地区的约9500个办事处。汇丰控股有限公司在伦敦、香港、纽约、巴黎和百慕大证券交易所上市，约100个国家和地区的约200000名股东持有其股份。这些股票在纽约证券交易所以美国存托凭证的形式进行交易。通过先进技术（包括快速增长的电子商务能力）连接的国际网络，汇丰提供全面的金融服务：个人金融服务；商业银行；公司、投资银行和市场；私人银行；以及其他活动。下面就一起来看一下这篇留学生Banking Essay范文。
About HSBC BANK 关于汇丰银行
Headquartered in London, HSBC is one of the largest banking and financial services organizations in the world. HSBC’s international network comprises around 9,500 offices in 85 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa.
With listings on the London, Hong Kong, New York, Paris and Bermuda stock exchanges, shares in HSBC Holdings plc are held by around 200,000 shareholders in some 100 countries and territories. The shares are traded on the New York Stock Exchange in the form of American Depositary Receipts.
Through an international network linked by advanced technology, including a rapidly growing e-commerce capability, HSBC provides a comprehensive range of financial services: personal financial services; commercial banking; corporate, investment banking and markets; private banking; and other activities.
History 历史
The HSBC Group has an international pedigree which is unique. Many of its principal companies opened for business over a century ago and they have a history which is rich in variety and achievement. The HSBC Group is named after its founding member, The Hong Kong and Shanghai Banking Corporation Limited, which was established in 1865 to finance the growing trade between China and Europe.
汇丰集团拥有独一无二的国际血统。它的许多主要公司在一个多世纪前开业，它们的历史丰富多彩，成就卓著。汇丰银行集团是以其创始成员香港上海汇丰银行有限公司命名的，该公司成立于1865年，旨在为日益增长的中欧贸易提供资金。
Internal Marketing in HSBC BANK 汇丰银行内部营销
1. Target Base Promotion Offers 目标群体促销优惠
Under one of the Policies of the Bank, it provides the promotion depending upon the target which is met by the employees on the quarterly basis. The employees who will achieve the target get the Incentive and the next month foreign tours. For example on the target of the 8account opening, if any employee opens 10 accounts then he is given next month foreign trip. Thus the prompt target based promotion builds up employee’s motivation to give better services to the customer
根据银行的一项政策，它根据员工每季度达到的目标提供晋升。将达到目标的员工将获得奖励，并在下个月获得国外旅游。例如，在8个账户的目标上，如果任何员工开设了10个账户，那么他将在下个月进行国外旅行。因此，及时的基于目标的提升会增强员工为客户提供更好服务的动机
2. Hierarchal form of Management 管理的分层形式
HSBC BANK have a hierarchal form whereby each employee is answerable to one of the senior and this makes the obligation on the employees to motivate one to the other . The burden of business is transferred from one employee to the other in such a way that each one is responsible for the other performance.
This way each internal customer is able be keep under the eye of its superior. Moreover the communication link which is important for a service industry is possible with the help of the this management system.
汇丰银行有一种分级形式，每个员工都要对其中一名高级员工负责，这使得员工有义务相互激励。业务负担从一名员工转移到另一名员工，每个员工对另一名绩效负责。
这样，每个内部客户都能在其上级的监督下工作。此外，在这个管理系统的帮助下，对于服务业来说非常重要的通信链路是可能的。
3. Event Management 项目管理
Under this head various events are organized from time to time in the banks to lure the high professionals for example Sales Tax Advocates, Income Tax Advocates and the Chartered Accountants etc so that external marketing could be more effective. Now the responsibilities of these events are on the internal customers and if they organize these events successfully it add on the credibility and the profitability of the internal customers and they are awarded with the various recognition prizes and awards for there effective leadership skills. This also helps to build up a relationship between the internal and external employees.
在这种情况下，银行不时组织各种活动，以吸引高级专业人士，例如销售税倡导者、所得税倡导家和特许会计师等，从而使外部营销更加有效。现在，这些活动的责任落在内部客户身上，如果他们成功组织这些活动，将增加内部客户的可信度和盈利能力，他们将因其有效的领导能力而获得各种认可奖和奖项。这也有助于建立内部和外部员工之间的关系。
4. On The Roll Training 轮转训练
High focus is always there on the training aspect of the internal customers. Training of the employees are given due importance from time to time and with the touch points of Human Resources for example whenever Bank want to design training schedule for its internal customers, it design it in the Five –star hotels with all the luxuries there out with all the facilities away from there routine work so this enables the internal employees to be stress-free and grasp the training modules practically. As an HR policy this enables the employees to increase in there efficiency and feel free from the routine work. As a result the employees will be able to add on more practical knowledge to it , when they return to there work. This is one of the prominent factor of the foreign Banks that they stress on the training module of the internal employees , which give them a chance to be more interactive with the other professionals of other branches and if they facing any problem they can sort out with the help of the various training modules
高度重视内部客户的培训方面。员工的培训不时得到应有的重视，并与人力资源部的接触点保持一致，例如，无论何时，只要银行想为其内部客户设计培训计划，它在五星级酒店里设计，所有的豪华设施都在那里，日常工作也不在那里，这样内部员工就可以轻松地掌握培训模块。作为一项人力资源政策，这使员工能够提高工作效率，摆脱日常工作。因此，当员工返回工作岗位时，他们将能够增加更多的实践知识。这是外资银行的一个突出因素，他们强调内部员工的培训模块，这使他们有机会与其他分行的其他专业人员进行更多的互动，如果他们面临任何问题，他们可以借助各种培训模块进行解决
5. Strong Management Information System 强大的管理信息系统
Strong MIS base is one of the basic strength of any Foreign Bank, So in HSBC Bank also holds a good MIS system for example here the reporting system is so designed so as to provide no chaos among the internal employees and they can easily report to there seniors online only.
强大的MIS基础是任何外资银行的基本实力之一，因此汇丰银行也拥有一个良好的MIS系统，例如，这里的报告系统的设计是为了确保内部员工之间没有混乱，他们可以轻松地在网上向高级员工报告。
6. Online Tests/Quizzes/Learning Modules 在线测试/测验/学习模块
These tests are specially designed for every class of the employees in the HSBC so as to increase the handling efficiency of the internal customers with the help if of the case studies and the real life examples. Some of them are basic modules and they have to be cleared by the internal customers and some are there just to give them ranking by the HR professional which add-on to the character sketch of the employees and help them to be rated accordingly.
这些测试专为汇丰银行的每一类员工设计，以便在案例研究和实际案例的帮助下提高内部客户的处理效率。其中一些是基本模块，必须由内部客户进行审核，有些只是为了让人力资源专业人员对其进行排名，将其添加到员工的角色草图中，并帮助他们进行相应的评级。
7. Systematic Employees coding 系统化员工编码
Under this head the internal customers (employees) are given the Employee Code and the People Shop Code. Employee code is given to the employees so as to assess their performance, rating grading whereas the PS is given to the facility of the HR department so that the various online tests, HR activities n be handled conveniently. Thus we can see that how effectively the separate identification no for the Human resource convenience is given which benefit each and every internal customer separately.
在这个标题下，内部客户（员工）将获得员工代码和人员商店代码。员工代码提供给员工，以评估他们的绩效和评级，而PS则提供给人力资源部门的设施，以便方便地处理各种在线测试和人力资源活动。因此，我们可以看到，为人力资源的便利提供的单独标识是如何有效的，从而分别使每个内部客户受益。
8. Excellent Information Technology 优秀的信息技术
HSBC Bank has tied up with SAP in Asia to enhance the financial institution’s bank corporate client integration system targeted for use globally.
The improved system also has the potential to enable the exchange of richer information between HSBC and its business customers, according to the bank. HSBC currently offers a service that provides corporate clients access to an automated host-to-host system to facilitate secure transactions. Called HSBC Connect, the service enables the back-end systems of the bank and its enterprise customers to communicate seamlessly and securely.
汇丰银行（HSBC Bank）已在亚洲与SAP合作，以增强该金融机构面向全球使用的银行-企业客户集成系统。
据汇丰银行表示，改进后的系统还有可能在汇丰与其商业客户之间交换更丰富的信息。汇丰目前提供一项服务，为企业客户提供对自动主机对主机系统的访问，以促进安全交易。该服务被称为汇丰Connect，使银行及其企业客户的后端系统能够无缝、安全地进行通信。
9. Recreational Activities 娱乐活动
Time to time recreational activities are designed for the internal customer so as to decrease the stress of the employees. For example visit to Jim Corbett Park with full fledged facilities are provided to the employees. Thus as a foreign Bank internal marketing strategy they always focus on the Human resource aspect of the internal employees by provided the employee friendly environment with the help of the various recreational activities.
不时为内部客户设计娱乐活动，以减轻员工的压力。例如，员工可以参观吉姆·科贝特公园，那里设施齐全。因此，作为外资银行的内部营销战略，他们始终注重内部员工的人力资源方面，通过各种娱乐活动为员工提供友好的环境。
10. Employees Rating 员工评级
HSBC BANK has full-proof rating system whereby the employees are divided into the four categories as 1st 2nd 3rd and 4th .The level of the employees are rated according to this rating. Currently 1st batch rating is not given in HSBC India but it have been achieved by the international HSBC superiors.
汇丰银行有完整的证据评级系统，根据该系统，员工分为第一、第二、第三和第四四类。员工级别根据该评级进行评级。目前，汇丰印度没有给出第一批评级，但已由汇丰的国际上级完成。
11. Customer Friendly Environment 客户友好型环境
As a internal customer friendly environment the internal customers are given flexible time allotment which makes the environment of the Bank more friendly. Basic amenities being a service sector is well considered in the foreign banks which actually amounts to the total increased efficiency
作为一个内部客户友好环境，内部客户可以灵活分配时间，使银行的环境更加友好。作为服务部门的基本设施在外国银行中得到了充分考虑，这实际上相当于提高了效率
American Express Service India Ltd 美国运通服务印度有限公司
Certain facts 事实确认
A survey wad conducted by India Today in which 20 most reputed foreign banks were surveyed on certain parameters and American Express ranked 6th in Employee Satisfaction. (Source: India Today , June 2008 issue)
American Express ranks 9th in the list of Fortune 500 companies.It comes under the A++ Category.
《今日印度》（India Today）进行的一项调查显示，20家最知名的外资银行在某些参数上进行了调查，美国运通（American Express）在员工满意度方面排名第六。（来源：《今日印度》，2008年6月号）
美国运通在《财富》500强企业中排名第9。它属于A++类别。
Service Blueprint of American Express. Following are the steps involved in making their credit cards available to their customers:-1) Call to customer 2) Appointment 3) Meet customer 4) Documentation 5) Employee back to office 6) Prepare Dispatch 7) Send an E-mail to the processing department 8) Verification 9) Dump (rejection) 10) Card Approval 11) Card Issue 12) Payment 1) Call to customer :-A prior database is prepared of the prospective customers and they are called randomly by the tele callers of American Express. The details are narrated to them over the phone and those interested are promptly followed up.
美国运通服务蓝图。以下是向客户提供信用卡所涉及的步骤：-1）致电客户2）预约3）会见客户4）文档5）员工返回办公室6）准备派遣7）向处理部门发送电子邮件8）验证9）转储（拒绝）10）卡审批11）发卡12）付款1）致电客户：美国运通的电话呼叫员随机呼叫潜在客户。通过电话向他们讲述细节，并立即跟进感兴趣的人。
2) Appointments :-The tele callers fix an appointment of the Relationship Officers with the interested customers.
预约：-来电者与感兴趣的客户预约关系专员。
3) Meet Customer :-A venue and time is decided according to the convenience of the customers and the Relationship Officer meets the customer as per the appointment fixed.
会见客户：-根据客户的方便程度确定地点和时间，客户关系官按照约定的时间会见客户。
4) Documentation:- The Relationship officer asks the pre-requisites like personal details, type of credit card desired , what all are previously held by the prospect, etc. and the Relationship officer is required to verify all the details.
文档：-客户关系官询问先决条件，如个人详细信息、所需信用卡类型、潜在客户之前持有的所有信息等，并要求客户关系官核实所有详细信息。
5) Employee back to office:-The relationship officer comes back to the office after collecting all the relevant details and prepares a summary of the case.
员工返回办公室：-关系专员在收集所有相关细节并准备案例摘要后返回办公室。
6) Prepare Dispatch :-The Relationship officer prepares a soft copy as well as a hard copy to be sent to the processing department.
准备派遣：-关系专员准备一份软拷贝和一份硬拷贝，发送给处理部门。
7) Send an E-mail to the processing department :- The soft copy is mailed by the Relationship Officer to the processing department.
向处理部门发送电子邮件：-关系专员将软拷贝邮寄给处理部门。
8) Verification:- The processing Department checks for the authenticity of the prospective client. They search their past records as to whether or not they have had any prior contact with the prospect. If in case it is revealed that their has been a prior association and the prospect was a defaulter in that case then they come in the category of “Cibil” clients.
验证：-处理部门检查潜在客户的真实性。他们搜索他们过去的记录，以确定他们之前是否与潜在客户有过任何接触。如果在这种情况下，有人透露他们以前是一家关联公司，而潜在客户是违约者，那么他们属于“Cibil”客户类别。
9) Dump (rejection) :- The Cibil clients are simply rejected.
转储（拒绝）：-Cibil客户端被拒绝。
10) Card Approval:-A list of those customers is prepared who can be granted the credit cards.
信用卡审批：-准备好了可以获得信用卡的客户名单。
11) Card Issue:- Thereafter, the card is issued to the customers.
发卡：之后，发卡给客户。
12) Payment :-The bank sends the statement to the customers after one month and the customers are supposed to make their payment within a span of 45 days.
付款：-银行在一个月后向客户发送对账单，客户应在45天内付款。
Hierarchy of American Express 美国运通等级
Internal Marketing In American Express Bank 美国运通银行的内部营销
The responsibility of dealing with the customers at American Express is on two people 与美国运通的客户打交道的责任由两个人承担
Recruitment:招聘
Both the telecallers and Relationship Officers are hired through consultants. However, holding an M.B.A. degree is a must for the Relationship Officer. In case the person does not hold an M.B.A Degree then he is expected to have served in the same industry for a period of not less than 3 years.
The Relationship Officer is expected to have a dynamic personality, excellent Communication skills, good motivator, should have good convincing powers, etc. All these attributes are necessary because the Relationship Officer is the person who makes the direct contact with the prospective customers. He has the maximum “Encounters” with the customers.
电话接线员和关系专员都是通过顾问聘用的。然而，拥有MBA学位是关系官的必备条件。如果此人未持有MBA学位，则他应在同一行业工作不少于3年。 客户关系官应具有活跃的个性、出色的沟通技巧、良好的激励能力、良好的说服力等，所有这些都是必要的，因为客户关系官是与潜在客户直接接触的人。他与顾客的“接触”最多。
Training:培训
The American Express bank has hired an International body, which provides training in Bangalore and Delhi in the five star hotels. The duration of training is 10-15 days. Training is provided at all the levels. The new employees are told about the history of the company, the company profile, their services, customer profile, area/location, market share, competitors and industry associates. It is basically a knowledge enhancing session.
The trainer asks the new employee to deal with him as a customer. These will provide relevant insight as to how he reacts to customer queries and such training prepares him for crucial service encounters.
美国运通银行聘请了一家国际机构，在班加罗尔和德里的五星级酒店提供培训。培训时间为10-15天。各级都提供培训。新员工被告知公司的历史、公司概况、他们的服务、客户概况、地区/位置、市场份额、竞争对手和行业伙伴。这基本上是一次提高知识的会议。
培训师要求新员工作为客户与他打交道。这些将提供有关他如何应对客户询问的相关见解，此类培训将为他应对关键的服务接触做好准备。
Appraisal:评价
The Appraisal System at American Express is Target – Achievement oriented. The KPAs and KRA’s are predefined.
A target of 21 points is given to them in a month on the basis of their dealing with the Externals and Internals. Externals are first time users and Internals are those that had a previous association.
美国运通的评估体系是以目标为导向的。KPA和KRA是预定义的。
根据他们处理外部和内部事务的情况，在一个月内给他们21分的目标。外部用户是第一次用户，内部用户是以前有关联的用户。
If a deal is done with Externals they get 3 -1/2 points and if with Internals they get 1 point. In the end their appraiser combines all the points and on the basis of that they are given rewards, promotions, demotions, counseling, training, etc, as the case may be. Employees are also appraised on the basis of the category they belong to:
G – TargetsM – Interpersonal Skills
G1 M1 – Targets over achieved and excellent interpersonal skills.G2 M2 – 100% achievement of targets and good interpersonal skills.G3 M3 – 50%– 60% achievement of targets and average interpersonal skills.G4 M4 – Targets not achieved and poor interpersonal skills.
如果与外部公司达成交易，他们得3-1/2分，如果与内部公司达成交易则得1分。最后，他们的评估师将所有的分数合并在一起，并根据具体情况给予奖励、晋升、降级、咨询、培训等。
员工也根据其所属类别进行评估：
G–目标M–人际技能
G1 M1–目标是成就卓越的人际交往技能。G2 M2–100%完成目标和良好的人际交往能力。G3 M3–50%–60%的目标达成率和平均人际交往能力。G4 M4–目标未实现，人际交往能力差。
Culture :-Core Culture :- Quality, cleanliness, service and price.“ The paramount idiom in American Express is total customer satisfaction”.There is no job pressure and since the employees are highly satisfied and motivated sothey service they provide to the customer is also very satisfactory.
文化：-核心文化：-质量、清洁、服务和价格。“美国运通最重要的成语是顾客完全满意”。没有工作压力，而且由于员工非常满意和积极，所以他们为客户提供的服务也非常令人满意。
Strategies for Internal Marketing Adopted By American Express Bank Ltd.美国运通银行有限公司内部营销策略
FAIR PRACTICES CODE FOR CREDIT CARD OPERATIONS 信用卡业务公平规范
American Express Bank Ltd. (hereinafter referred to ‘the Bank’) has a reputation for customer service and sound compliance. The Bank has various policies and procedures that govern its business activities and operations. Further, the Bank has compliance and other internal programs designed to ensure compliance with laws and regulations of countries where it does business. This Fair Practice Code (hereinafter referred to as ‘the Code’) for credit card operations is designed to guide and demonstrate the Bank’s commitment to fair and ethical management of its business activities operations related to issuance of cards, customer service and other related activities.
美国运通银行有限公司（以下简称“本行”）在客户服务和良好合规方面享有声誉。本行有管理其业务活动和运营的各种政策和程序。此外，本行还制定了合规和其他内部计划，以确保其业务所在国的法律法规得到遵守。本信用卡业务公平操作守则（以下简称“守则”）旨在指导和证明本行致力于对其与发卡、客户服务和其他相关活动相关的业务活动进行公平和道德管理。
BANK’S VISION AND OPERATING PRINCIPLES 银行愿景和经营原则
Vision:愿景
To become the world’s most respected service brand. 成为世界上最受尊敬的服务品牌。
Operating Principles:工作原理
We must provide a superior value proposition to Everything we do shouldØWe must achieve Best-in-Class EconomicsØcustomersØour BrandØsupport the American Express
我们必须为我们所做的一切提供卓越的价值主张我们必须实现一流的经济效益客户我们的品牌支持美国运通
BUSINESS ETHICS AND COMPLIANCE WITH THE LAW 商业道德和遵守法律
The Bank and its employees shall ensure that ethical conduct shall permeate all our business dealings and relationships.
In a rapidly evolving credit card business, the Bank and its employees shall ensure ethical conduct in offering products and services, business activities, operations and customer services.
本行及其员工应确保道德行为渗透到我们的所有业务往来和关系中。
在快速发展的信用卡业务中，银行及其员工应确保在提供产品和服务、业务活动、运营和客户服务方面的道德操守。
The Bank shall conduct its business in accordance with applicable laws and regulations 本行应根据适用法律法规开展业务
The Bank has competent individuals managing regulatory affairs and advising business leaders about compliance requirements. The Bank has a sound compliance program to ensure high level of compliance to applicable laws and regulations.
本行有胜任的个人管理监管事务，并就合规要求向业务领导人提供建议。本行有完善的合规计划，以确保高度遵守适用法律法规。
CARDS – SALES AND MARKETING 卡片–销售和营销
The Bank shall provide full and complete disclosure of products and services, their features and costs to enable a prospective customer to make an informed decision / choice
银行应全面、完整地披露产品和服务、其特点和成本，以使潜在客户能够做出知情的决定/选择
The Bank shall provide information on:银行应提供以下信息
Applicable fees 适用费用
Key features of our products and services 我们产品和服务的主要特点
particulars,详情
Documents required with regard to identity, contact 身份、联系所需文件
and other charges How a customer’s personal information§employment, financial standing, etc.以及其他费用客户的个人信息如何？就业、财务状况等
Terms 条款
Details of Bank contact for seeking additional information 寻求更多信息的银行联系人详细信息
shall be used billing and payment, 寻求更多信息的银行联系人详细信息
and conditions related to fees and interest charges, other aspects related to maintenance and§renewal, termination procedures and card accounts.
与费用和利息相关的条件、与维护和§续期相关的其他方面、终止程序和卡账户。
management of 管理
The Bank’s advertising and marketing campaigns shall use truthful and whole statements about Bank’s products and services
The Bank shall ensure that the whole of an advertisement is truthful, shall inform customers of costs and obligations as well as benefits and features. The advertisements may not mislead by using tricky or clever wording.
The Bank shall have a Code of Conduct for its agents and others who sell, distribute or otherwise market Bank’s card products.
The Bank shall ensure that all agents who sell, distribute or otherwise market Bank’s card products have a Code of Conduct for their dealings with prospective customers and Cardmembers. The Bank shall have monitoring process in place to review the agent’s compliance to this code, at regular intervals.
本行的广告和营销活动应使用关于本行产品和服务的真实完整的陈述
本行应确保整个广告真实，并告知客户成本和义务以及利益和特点。广告不得使用狡猾或巧妙的措辞来误导他人。
银行应为其代理人和销售、分销或以其他方式营销银行卡产品的其他人制定行为守则。
本行应确保所有销售、分销或以其他方式营销本行卡产品的代理人在与潜在客户和持卡会员进行交易时均遵守行为准则。银行应制定监控程序，定期审查代理人遵守本规范的情况。
CARD OPERATIONS AND CUSTOMER SERVICE 银行卡业务和客户服务
The Bank shall have effective processes and systems to ensure quality in operations and customer service
银行应拥有有效的流程和系统，以确保运营和客户服务的质量
The Bank shall maintain effective processes and systems to maintain quality in following card operations activities:
银行应维持有效的流程和系统，以保持以下卡业务活动的质量：
Timely§ Dispatch§decision to customers§processing for applications and communication of communication to inform about§of credit card in a secured mode and follow-up Availability of contact centers such as telephone service§issuance of card
centers for customers to contact for information or queries
on products, services and related subjects
Timely dispatch of credit card statements
Timely processing of payments received from credit card
customers
Receipt and satisfactory disposition of customer
correspondences and complaints
The Bank may have processes to honor customers’ choices and preferences during the period of customer relationship
及时向客户发送/决定/处理申请和通信，以安全模式通知信用卡以及后续联系中心的可用性，如电话服务发卡
客户联系中心以获取信息或查询
关于产品、服务和相关主题
及时发送信用卡对账单
及时处理信用卡付款
客户
客户的接收和满意处置
通信和投诉
在客户关系期间，银行可能有尊重客户选择和偏好的流程
根据某些条款和条件，
The Bank may have processes to honor customers’ choices with regard to the following, subject to certain terms and conditions:
Change of payment modes within types offered by the
Bank
Opting out from receipt of Bank’s marketing and
promotional materials
Voluntary termination of credit card facility
The Bank shall treat customers with respect and dignity during collection efforts
The Bank has policies and employee training programs to guide employees to exhibit courteous and fair behavior during collection efforts. The Bank shall ensure that all collection and recovery agents have a Fair Practice Code for their dealings with the customers.The Bank shall have monitoring process in place to review the agent’s compliance to this code, at regular intervals.
银行可能有流程尊重客户在以下方面的选择：
支付模式在
银行
选择不接受银行的营销和
宣传材料
自愿终止信用卡贷款
在收款过程中，银行应尊重和尊重客户
本行有政策和员工培训计划，引导员工在收款过程中表现出礼貌和公平的行为。银行应确保所有托收和追回代理人与客户的交易都有一个公平行为守则。银行应制定监控程序，定期审查代理人遵守该守则的情况。
CUSTOMER PRIVACY 客户隐私
The Bank shall safeguard the privacy, confidentiality and security of customer data entrusted with it.
本行应保护其委托的客户数据的隐私、保密和安全。
The Bank has privacy principles to ensure that the customer information collected is relevant, accurate and confidential. The Bank has adequate standards to protect customer accounts and information. These standards allow customers to remove their names from lists used for mail, telephone and online marketing. All employees shall be trained in customer privacy principles as appropriate to their work.
本行有隐私原则，以确保收集的客户信息是相关、准确和保密的。银行有足够的标准来保护客户账户和信息。这些标准允许客户从用于邮件、电话和在线营销的列表中删除他们的姓名。所有员工应接受适合其工作的客户隐私原则培训。
FAIR COMPETITION 公平竞争
The Bank shall comply fully with the letter and spirit of laws designed to preserve free and open competition
The Bank strongly supports vigorous but fair competition.
The Bank shall make completely factual and truthful statements about our own products or those of our competitions, whether in advertising or in speaking to customers or others
The making of false or misleading statements about our competitors is inconsistent with our reputation for integrity. The Bank and its employees shall deal fairly and honestly with all customers and suppliers.
银行应完全遵守旨在维护自由和公开竞争的法律的文字和精神
世行强烈支持激烈但公平的竞争。
无论是在广告中，还是在与客户或其他人交谈时，银行都应对我们自己的产品或我们竞争对手的产品做出完全真实的陈述
对我们的竞争对手做出虚假或误导性的陈述与我们的诚信声誉不符。银行及其员工应公平、诚实地对待所有客户和供应商。
COMPLIANCE WITH THE CODE 遵守规范
This is a non-statutory code and the Bank shall take efforts to adhere to it during normal operating environment. The Bank shall not be held responsible for non-compliance due to force major conditions and other reasons for which the Bank enjoys privilege and right over the code. This code does not in anyway prevent the Bank from exercising its rights and discharging its duties and obligations under law, regulations, agreement, terms and conditions, etc. in force and varied from time to time.
这是一项非法定规范，本行应在正常运营环境中努力遵守。对于因不可抗力的重大条件和其他原因导致的不遵守行为，本行不承担任何责任，本行享有对该守则的特权和权利。本守则并不妨碍本行根据现行法律、法规、协议、条款和条件等行使其权利和履行其义务。
Process Of On-Line Marketing through excellent Internal Marketing Practices At American Express Bank 美国运通银行通过卓越的内部营销实践进行在线营销的过程
Information Collection 信息收集
If the customer is not registered for any online service from American Express, he can browse the Site anonymously. They do not collect personal information — such as the customer’s name, address, phone number or e-mail address — if you are only browsing this site. American Express does, however, use “cookies” to collect information about how our site is used. Information, such as the server your computer is logged onto, the customer’s browser type (for example, Netscape or Internet Explorer), and whether the customer responded to an American Express banner ad or e-mail is collected and tracked in aggregate and not linked to you personally. They use this information to measure response rates to banner ads and e-mail offers.
如果客户没有注册美国运通的任何在线服务，他可以匿名浏览网站。如果您只浏览本网站，他们不会收集个人信息，例如客户的姓名、地址、电话号码或电子邮件地址。然而，美国运通确实使用“cookies”来收集有关我们网站使用方式的信息。信息，例如您的计算机登录的服务器、客户的浏览器类型（例如，Netscape或Internet Explorer），以及客户是否响应了美国运通的横幅广告或电子邮件，都是收集和跟踪的，与您个人无关。他们使用这些信息来衡量横幅广告和电子邮件报价的响应率。
Registration for Online Products and Services 在线产品和服务注册
If the customers want to apply for or take advantage of our online products or services, the Bank will need them to give us some personal information, including their e-mail address and account number. The bank only collect information about the customer, which they need to process application, to service accounts and other needs, to offer new products and services, and to satisfy legal requirements. The Bank will also use this information for purposes such as correspondence, site registration, allowing customers to check your statement or other account details online, to make a purchase, or to participate in online surveys etc. The Bank will also share such information with our affiliates and other for the purposes described elsewhere in this Statement.
如果客户想申请或利用我们的在线产品或服务，银行将需要他们向我们提供一些个人信息，包括他们的电子邮件地址和帐号。银行只收集有关客户的信息，他们需要这些信息来处理申请、服务账户和其他需求、提供新产品和服务以及满足法律要求。本行还将将此信息用于通信、网站注册、允许客户在线查看您的对账单或其他账户详细信息、进行购买或参与在线调查等目的。本行还将与我们的附属机构和其他机构共享此类信息，以用于本声明其他地方所述的目的。
Quality of Information 信息质量
The Bank uses advanced technology, documented employee procedures and internal monitoring to help ensure that the personal information is accurate and up-to-date. In addition, they require high standards of quality from credit reporting agencies and others who provide us with information about prospective customers or other services.
本行使用先进的技术、记录在案的员工程序和内部监控，以帮助确保个人信息准确和最新。此外，他们要求信用报告机构和其他向我们提供潜在客户或其他服务信息的机构提供高标准的质量。
Security 安全
Before you can send confidential personal information or account information to us on an American Express Web site, we require that a “secure session” is set up using Secure Socket Layer (SSL). About SSL and the safety and confidentiality of personal information transmissions over the Internet. They use a range of security processes to protect the confidentiality and security of your personal information
在您可以在美国运通网站上向我们发送机密个人信息或帐户信息之前，我们要求使用安全套接字层（SSL）设置“安全会话”。关于SSL和互联网上个人信息传输的安全性和保密性。他们使用一系列安全流程来保护您的个人信息的机密性和安全性
CONCLUSION 结论
In this section, we attempt to review the important and role of internal marketing in foreign banks of India. Service sector contributes major part of gdp of India. And is one of the most sectors which have too much potential in the sector. There is approx 10% growth in financial sector every year. And hence it’s very important to have continues reforms in that area.
在本节中，我们试图回顾印度外资银行内部营销的重要性和作用。服务业占印度gdp的大部分。这是该行业中潜力最大的行业之一。金融部门每年大约有10%的增长。因此，在这一领域继续进行改革是非常重要的。
India’s leading bank is SBI, there are number of public and private banks too having good market. Still a number of people didn’t want to go on for banks because of fear of all the different technicalities and other factors. It’s in mind of customers that they have to run from 1 place to other without any result and there money in not secure. So now banks are paying more stress in internal marketing.
印度最大的银行是SBI，也有许多公共和私人银行拥有良好的市场。尽管如此，仍有许多人不想继续为银行工作，因为他们担心各种不同的技术和其他因素。在客户的心目中，他们必须从一个地方跑到另一个地方而没有任何结果，而且那里的钱是不安全的。因此，现在银行在内部营销方面付出了更大的压力。
With the liberalization of economy few foreign banks have entered in India and with that new techniques of marketing are growing. This study is to know the internal marketing of foreign banks especially American bank and HSBC. Foreign banks pays quite stress on the internal marketing because in services customer have to deal with employees directly and its quite important to have a proper selection process too. In service sector more than marketing word of mouth plays important role, a satisfied customer will lead to many more customers. And foreign players are quite good in implementing this concept in there work process. Now Indian banks are laso using the concept of internal marketing effectively.
随着经济的自由化，很少有外国银行进入印度，随着市场营销的新技术不断发展。本篇essay旨在了解外资银行尤其是美国银行和汇丰银行的内部营销。外资银行非常重视内部营销，因为在服务业中，客户必须直接与员工打交道，而且有一个适当的选择过程也非常重要。在服务业中，口碑比营销更重要，一个满意的客户会带来更多的客户。外国选手在工作过程中很好地实施了这一概念。现在，印度银行正在有效地运用内部营销的概念。本站提供各国各专业essay代写或指导服务，如有需要可咨询本平台。