内部营销理性思辨及运作模型研究

Study on Rational Thoughts and Operation Model of Internal Marketing

内部营销是企业对顾客满意理解的进一步延伸,是市场竞争发展的必然。企业顾客满意的最终实现必须借助于内部营销策略首先实现员工满意,员工满意后才能为外部顾客提供更好的服务。通过对内部营销概念演进阶段的追溯与总结,对内部营销进行了深入挖掘,归纳出内部营销的五个本质特征。在分析内部营销与企业整体竞争力关系的基础上,指出内部营销是外部营销活动成功的保障,并构建了内部营销的运作模型,从主要运作流程和附着在主流程上的影响因素方面进行了模型分析。

Internal marketing is an extension of the understanding of CS to enterprises, and it is the necessity of the development of market competition. The achievement of CS is dependent on ES by internal marketing tactics, and then the employees can provide best service to external customers. By tracing the developing stages of concepts of internal marketing, the five essential characteristics about intermal marketing are explored. On the basis of analysis of the relationship between internal marketing and the competitiveness of an enterprise, this article points out that internal marketing is the guarantee of the success of external marketing. At last, the operation model of internal marketing is constructed and analyzed from two aspects： the main operation process and the influential factors attached to the main process.