内部营销对员工品牌内化行为的影响关系与路径研究——以服务型企业为例

Affecting Relationship and Path of Brand Internal Marketing to Employees' Participation in Brand Internalization

基于5个典型案例企业,提出了品牌内部营销的构成要素(品牌培训、品牌沟通和品牌贡献激励),发现品牌内化的结果主要体现为员工的参与意识和参与行为。对保险、银行、酒店、通信4个行业中的113家企业实施问卷调查,分析了以上3个品牌内部营销要素对品牌内化员工参与的影响关系与路径,研究发现品牌培训对品牌内化员工参与意识和参与行为没有显著的影响;品牌沟通和品牌贡献激励2个因素更能有效地影响员工参与品牌内化的意识和行为。

This research interviews 5 case companies and proposes the brand internal marketing factors：,which are brand training,brand communication and brand contribution incentive.We find out that he outcome of brand internalization is the employees＇ awareness and behavior participation.This study conducts a questionnaire survey of 113 companies from communications,insurance,bank and hotel industries,discusses the affecting relationships and paths of the above three brand internal marketing factors on employees＇ participation in brand internalization,and finds out that brand training has no significant effect on employees＇ awareness and behavior participation in brand internalization,and brand communication and brand contribution inspiration can affect significantly employees＇ awareness and behavior participation in brand internalization.These conclusions provide theoretical and managerial advices for corporations to build their brands.