Study On Internal Marketing Of CHINA UNICOM Jinan Branch

As the intensely competition of telecom industry in China, the way that those telecom operators compete with each other is changing from price competition into service competition. Because of the competition pressure, China Unicom Jinan Branch put most of its resources into the exploration of external marketing, ignored the internal management. Many problems emerged because of lacking attention on employees. This paper considers Internal Marketing to be an effective way to solving those problems.Base on the Internal Marketing theory of domestic and overseas, this paper analyzed the internal marketing of China Unicom Jinan Branch. First, according to marketing research and analyze, it educed the conclusion that China Unicom Jinan Branch should implement Internal Marketing in three aspects, from company to ordinary employees, from operation department to management unit, from operation department to technology department; then it designed some Internal Marketing policies on internal product, cost and promotion; and then it gave out its thought and result of Internal Marketing Business Process Improvement; at last, this paper also constructed the support system of implementing Internal Marketing including Internal Marketing conception, manager attention, company culture, management system and organization structure.