Internal Marketing-Oriented Human Resource Management Change

"Internal Marketing" steps from 1970s. It is a kind of management tool to enhance the competition of Service Enterprises. Under the buyer's market environment where supply exceeds demand, the success of hotels relies much on customer satisfaction. With the development of hotel practices, more and more professionals deem that "No employee satisfaction, no customer satisfaction." And the core of internal marketing is to "produce" employees with customer awareness. This benefits from the concept of regarding employee as internal customer. With the increasing attention to internal marketing, function departments are also brought into its study scope, for example, human resource department. Under such a background, there is a need of analysis internal marketing's application in human resource management, from the aspects of both theory and practice.This thesis is divided into five parts.The first chapter mainly introduces the aim of this study, reviewing the development of relative theories and defining some definitions.The second chapter firstly analyses the actuality and trend of hotel human resource management. And explains the need of human resource management change according to spot check analysis the human resource management of Qingdao three-star hotels and above. Secondly, it gives a systematic summarization to the application of internal marketing in hotel practice. In order to exert internal marketing's full effect on human resource management, it analyses the gap between the development trend and actual operation of internal marketing, and points out its change direction.The third chapter forwards clearly three change paths of internal marketing oriented human resource management. And clarifies internal marketing's function on human resource management and relative operations.The fourth chapter suggests that in order to ensure the successful implementation of internal marketing oriented human resource management change, there must be a sound change support system, including concepts, roles, personnel and structure etc.The fifth chapter summarizes the thesis's value both on theory and practice, and the study insufficiency and direction in the future.Name: Liu De-chao(Tourism Management) Directed by: Li Xiu (Vice Professor)...