A Preliminary Study On The Implement And Theory Of Internal Marketing

By referring to many western literatures on Internal Marketing, the author presents the definition and three meanings of Internal Marketing, i.e., internal marketing is a philosophy, a thought and practice of human resource management, and a mechanism of cooperation in the organization. Then other relative concepts are discussed. Afterward, using the relative theories of external marketing management, the author puts forward the implement model of internal marketing and several key steps in the process of internal marketing implement, i.e., building up the concept of internal marketing, internal market research, internal market segmentation, internal market positioning, internal market product design and promotion. Furthermore, the author proposes that the change of business environment and the revolution of information technology make 揑nternal Marketization?possible and feasible. In the meantime, the author analyses several important aspects in the implement of internal markets, i.e., redesign the organization structure and establish the relevant mechanism, improve the management style, strengthen the consciousness of internal consumers and suppliers, and facilitate the cooperation system. At the last part, the author draws the preliminarily conclusion and presents the orientation in future researches. In the appendix, the author uses the method of case study to analyze the successful implement experiences of internal marketing in Sears and Haier.