内部营销理论及其运用

Theory and Application of Internal Marketing

内部营销的发展经历了员工激励和员工满意阶段、顾客导向阶段、战略执行/变革管理阶段三个阶段,内部营销理论在企业内部管理活动中的运用领域在不断扩大。本文在对内部营销理论的发展进行完整回顾的基础上,探讨了内部营销在人力资源管理、知识管理及全面质量管理中的运用。

The development of Internal Marketing theory has three phases: Employee Motivation and Satisfactory, Customer Orientation Strategy Implementation/Change Management. Internal Marketing theory is continuously expanding its application in enterprise internal management. On the basis of reviewing the overall development of internal marketing theory, this paper argues its application in HRM, Knowledge Management and TQM.