内部营销:人力资源管理的新实践

Internal Marketing:New Practice of Human Resource Management

内部营销主要内涵是把员工当顾客,重视、激励员工,进而促进跨部门的整合,减少变革上的障碍,组织内部营销与员工工作满足、组织承诺、顾客导向、组织绩效等均有显著相关系性,该管理哲学近年来受到企业经营管理者的重视,在人力资源成为企业最重要资源的今天,内部营销与人力资源管理的互动过程,既为人力资源管理创造了新的实践领域,又在人力资源管理实践过程中,提升了内部营销的绩效,实现组织目标。

Organizational internal marketing views employees as customers, values them and motivates them. Furthermore, it increases the cross-functional integration and reduces the resistance to change. It is found that organizational internal marketing has the positive relationship with job satisfaction, organizational commitment, customer orientation, and organizational performance. Besides, it has a negative relationship with employee＇s turnover intention. Human resource management becomes more important than ever. Interactive process linking internal marketing to human resources management, not only create a new practice areas for human resources management, but enhance the performance of the internal marketing to achieve organizational goals in the course of human resources practice.