基于契约违背的内部营销风险管理

Internal Marketing Risk Management Based on Contract Violation

内部营销作为一种新兴的管理哲学与战略执行工具越来越受到人们的重视,但是由于内部营销实践与员工心理契约之间关系紧密,客观上容易导致内部营销效果不显著。对于组织来说,一方面需要树立起足够的内部营销风险管理意识,另一方面需要认真寻找合适的风险管理对策。在未来取向上,坚持内部营销与人力资源管理整合应作为一个基本思路。

As a new managerial philosophy and a strategic tool,internal marketing has been attracted more and more attention,but due to the close relationship between internal marketing practice and psychological contract,the effect of internal marketing in practice is actually not remarkable.In order to improve this,it's significant for an organization to take measures as follows:firstly,to create enough internal marketing risk consciousness among employees;secondly,to seek appropriate risk man- agement countermeasures accordingly.In the future,integrating internal marketing and human resource management should be view as a basic train of thought.