嵌入服务利润链的永康中小民营企业内部营销对策探究

Internal Marketing Solution Research on Medium and Small Sized Private-run Enterprises of Yongkang Involving Service Profit Chain

我国民营经济在改革开放后发展迅速,同时也暴露出管理落后等问题,造成员工满意度和忠诚度较低,影响了企业的营销绩效。以永康中小民营企业为例,将内部营销理念导入制造行业,通过问卷调查和深度访谈分析目前永康中小民营企业存在的问题,据此在嵌入服务利润链模型的内部营销理论指导下,借助类似营销技术提出了在永康中小民营企业内实施内部营销活动的策略组合,以期提升员工满意度,最终提升企业营销绩效。

The private-run economy of our nation enjoys a fast development after the reform and opening policy,yet it reveals problem like backward management,thus leading to a low staff satisfaction and loyalty and impact on the marketing performance of enterprises.This article takes medium and small sized private-run enterprises for example,introducing internal marketing into the manufacture sector,and analyses the problems existed in medium and small sized private-run enterprises of YongKang via questionnaire and depth interview.With the similarity of marketing technology,it provides internal marketing strategy mix in medium and small sized private-run enterprises of YongKang to promote the staff satisfaction level and at length improve the enterprises＇ marketing performance.