内部营销理论视角下的高校青年教师满意度调查

Degree of Satisfaction of Young College Teachers:A Perspective from Internal Marketing

依据内部营销理论构建分析框架,对广州市属高校青年教师满意度进行调查,发现青年教师在工作设计、授权、沟通、高校实体环境、校园文化方面基本持认可的态度;但在激励、培训与参与管理方面的不满情绪明显。高校可借鉴市场营销4P理论,从产品、价格、渠道与促销四个维度开展内部营销活动,提高青年教师满意度。

A survey on degree of satisfaction of young college teachers is carried out from the perspective of internal marketing. The result indicates that young teachers feel satisfied with job design, authorization, communication, physical environment and campus culture. However, they feel unsatisfied with motivation, training and participative management. It is pointed out that the satisfaction degree can be enhanced by adopting 4 P＇s in marketing, that is, product, price, place and promotion, to conduct internal marketing.