First to attract employees and then to attract customers.docVIP

 PAGE \* MERGEFORMAT 6 First to attract employees and then to attract customers The service industry how to carry out marketing work? The scholars in the discussion of this issue, with particular emphasis on service enterprises to employees involved in internal marketing, external marketing to the customer are engaged in, while the interaction between employees are marketing together to provide service to customers. In view of the service facilities of the business of marketing not only on the customers, but also, and in-house staff who, which is slightly different from tangible product marketing. Internal marketing of the two levels of so-called ‘internal marketing’ refers to the enterprise through a variety of means, ‘motivate creative enthusiasm to join the workforce, to the collective spirit of cooperation to provide customers with quality service. The main purpose of internal marketing is that through proper marketing, so that internal staff to understand, support for external marketing activities. For example, to win the support of policy makers, access to fully cooperate with other departments to strive for marketing programs enable the smooth operation of relevant personnel commitments; to act by the concept of ‘we have been so handled’ progressive change ‘in order to succeed, we need the best ways handled ‘. In accordance with克劳思诺斯 perspective, internal marketing plan can be divided into two levels: strategic and tactical internal marketing internal marketing. In the former case, internal marketing program is designed to formulate a scientific management methods, and orderly movements of personnel policies, corporate culture, principles and direction, a clear planning process, employees take the initiative to stimulate awareness of customer service. As for the tactical internal marketing activities, more emphasis on skills and details, including: regular or irregular training courses, internal communications, and briefing sessions, seminars, tea pa