21世纪企业新的内部营销:变革管理与战略执行观

The New Internal Marketing (IM) for Enterprises in the 21st-Century——Change Management and Strategy Implementation Approach

21世纪企业新的内部营销,我们称之为内部营销的变革管理与战略执行观。很多企业尤其是服务企业虽在进行内部营销,但是,大多仅仅局限于一般化的培训、沟通、激励等手段的应用。实际上,这仍然是将员工看成一个无差异的整体,实行的是大规模营销策略,缺乏对内部市场的细分以及差异化的内部营销组合策略。21世纪企业新的内部营销需要首先细分内部市场,然后针对性地提出相应的内部营销实施组合策略。

The new internal marketing (IM) for enterprises in the 21st-century, as we call it, refers to change management and strategy implementation approach of IM. Though many enterprises, especially service enterprises, are proceeding with IM, they are largely confined to the application of such usual measures as training, communication, motivating, etc. As a matter of fact, this still regards employees as a homogeneous whole and carries out mass marketing strategy, but with a lack of internal market segmentation and differentiated internal marketing strategy mix. The new internal marketing for enterprises in the 21st century first needs internal market segmentation. Then corresponding internal marketing should be proposed for the implementation of strategy mix.