现代内部审计营销策略

Marketing Tactics of Contemporary Internal Audit

现代内部审计职业中,内部审计师面临着各种潜在冲突,在组织中的人际环境也很复杂。内部审计有必要借助营销手段,从组织的利益出发,识别、预期各级管理层的管理需求,通过内部审计服务赢得各级管理层的信任和支持,进一步建立各级管理人员甚至所有成员和内部审计师的良好关系,最终形成融洽的内部审计人际环境。内部审计师应设计并执行内部审计营销策略,这些策略包括了解客户对内部审计的看法、对董事会和高级管理层的营销、对整个组织的营销等。

In contemporary auditing career, internal auditors are confronted with various potential conflicts, besides, their interpersonal relationships within organizations are also rather complicated. Therefore, marketing tactics must be adopted in the internal auditing procedure so as to succeed in identifying, predicting the demands from the managements at all levels for the benefits of the organization and providing effective internal auditing service accordingly to gain their confidence and supports which will be of further help to better the relationships between internal auditors and the managing personnel at all levels or even all members, providing a harmonious interpersonal atmosphere for the internal auditors finally. Internal auditors should develop and implement such internal audit marketing tactics as to collect their clients attitude to internal audit, to market internal audit to the board, to the high-level management and even to the whole organization.