内部营销与以人为本的企业文化（Internal marketing and enterprise culture based on human）.docVIP

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内部营销与以人为本的企业文化（Internal marketing and enterprise culture based on human）.doc

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内部营销与以人为本的企业文化（Internal marketing and enterprise culture based on human）

内部营销与以人为本的企业文化（Internal marketing and enterprise culture based on human） On the one hand, the internal marketing connotation of people-oriented corporate culture, provide marketing techniques and methods for the implementation of a people-oriented corporate culture, internal marketing theory such as the research of internal marketing, internal market segmentation and marketing strategy and other marketing techniques and methods in the enterprise to achieve employee satisfaction, which is the embodiment of people-oriented. First, internal marketing theory review The origin and development of internal marketing are based on the assumption that satisfied employees have satisfied customers, and if they want to win customer satisfaction, they should first satisfy their employees. Western scholars early understanding of internal marketing is to employees as internal customers, such as Gronroos (1981): the definition of internal marketing is to sell the company to internal customers - employees, high satisfaction employees will encourage companies with market oriented and customer-oriented, effective service delivery requirements and incentive have the customer orientation of employees. Day Wensley (1983) argues that companies must be viewed as markets in order to understand marketing within the organization. In this market, exchange occurs between employees and organizations, and employees as internal customers of organizations are a widely accepted paradigm of internal marketing (Berry, 1981; Cahill, 1995; Gronroos, 1990). Berry and Parasuraman (1991) considers employees as internal customers. They believe that internal marketing is to attract, develop, motivate and retain quality employees and meet their needs with the product of work. With the development of internal marketing theory and practice, some scholars have redefined the internal marketing. Rafiq and Ahmed (1993) of the internal marketing employees will put forward different views for the customers point of v