内部营销理论及实践之初步研究
摘 要
近年来，社会经济中的服务份额的不断增加、企业的管理变革也在不断的加剧、企业执行力的重要性也日益的凸现。所以，具有以上功能的内部营销理论也受到了越来越多营销学者的关注.’但是尽管如此，这一理论仍然存在着诸多问题。本文在查阅了诸多相关内部营销文献后，对现有的内部营销理论进行了系统的分析。在这个基础之上，我认为内部营销与外部营销之间的差别主要在于营销对象的差异，而这种差异是以组织的边界为界限的，即内部营销是以组织的内部人员为营销对象，而外部营销则是以组织之外的人员为营销对象.所以，我们将所有以组织内部人员为直接对象的、与营销相关的活动，都纳入到内部营销的范畴。
关键词： 内部营销 背景 缺陷对策
Abstract
In recent years, the social economy in the service share increases ceaselessly, the reform of enterprise management also is in ceaseless aggravate, the enterprise’s execution is becoming increasingly protruding shows. So, with the function of the internal marketing theory has attracted more and more scholars attention. ‘ but nevertheless, this theory still is existing a lot of problem. On the basis of many related internal marketing literature, on the existing internal marketing theory to undertake systems analysis. On this basis, I think the internal marketing and external marketing differ mainly in marketing object differences, and this difference is a boundary for boundaries, i.e. internal marketing is to organize internal staff for targeted marketing, and external marketing is to organize outside personnel for marketing objects. So, we will all to internal staff for the direct object, and marketing related activities, are incorporated into the scope of internal marketing.
Key words: internal marketing background defects Countermeasures
目 录
1 引言……………………………………………………………………………………………………………. 4
1.1 内部营销的意义………………………………………………………………………………… 4
1.2 内部营销的产生背景…………………………………………………………………………. 5
2 我国企业内部营销的现状概述…………………………………………………………………….. 5
3我国企业内部营销活动中存在问题………………………………………………………………. 6
3.1不分内部营销与外部营销的先后轻重…………………………………………………. 6
3.2方式方法过于单一……………………………………………………………………………… 6
3.3内部营销人才缺乏……………………………………………………………………………… 7
3.4内部营销管理存在缺陷………………………………………………………………………. 7
4 解决问题的对策………………………………………………………………………………………….. 8
4.1摆正内部营销与外部营销的关系………………………………………………………… 8
4.2科学开展内部营销……………………………………………………………………………… 8
4.3企业培养内部营销人才………………………………………………………………………. 9
4.4加强企业危机内部营销管理……………………………………………………………… 11
5结论…………………………………………………………………………………………………………… 12
参考文献………………………………………………………………………………………………………. 13
