A Study Of Internal Marketing's Impact On Staff Satisfaction And Enterprise Performance

In this article, we take the service and production of automobile parts as the scope of study, considering the features of automobile parts market and managerial activities of automobile parts enterprises, we work over the inducement of internal marketing strategy and activities adopted by automobile parts enterprises,and the innovation and changes on human resource concepts and management strategy.In recent years, automobile parts market has grown up as a typical market with furious competition, and the competition focuses not only on products and services, but also on human resources, the competition promotes the companies to improve their management level. As an advanced managerial thinking and system, internal marketing has been proved effective in service industry. The author tries to probe into the implementation of internal marketing on automobile parts enterprises, its effectiveness, so as to provide a gist for other enterprises' internal marketing practice.In this article we adopt the methodology of case study. Considering the general features of automobile parts industry, we take two typical automobile parts enterprises for example, analyzing the different internal marketing acts of each enterprise: How do they format and implement internal marketing strategy and improve external customer satisfaction by improving internal customers' satisfaction, thereafter the enterprise can adapt to the change of internal and external environment so as to bear off competitive advantage. The main harvests of this study are: Internal marketing can increase the satisfaction of staff in automobile parts enterprises, so that the customer satisfaction and overall enterprise performance can be improved; due to the differences of business concepts and management style between two enterprises, joint ventures and state-owned enterprises are quite different on understanding, implementing of internal marketing, the discriminations are also different. On some aspects they can learn from each other, on other aspects they need to improve themselves; the effectiveness of internal marketing can be improved by designing and implementing proper business culture.These outputs are very valuable for those manufacturing enterprises, which want to increase customer satisfaction by implementing internal marketing concepts and methodologies so as to improve management quality.