Study On Internal Marketing Among Supply Chain Enterprises

To satisfy the need of supplying fast and qualified products and service to market, and more importantly, to adjust to all different and rapidly changing requests, it is necessary to manage the whole supply chain in the whole situation, realizing the synchronization and centralization of it. Carrying out such management used to rely on such hard measures as information technology, process design, contract management and regulation supervision, but it is of no help to maintain the flexibility of the supply chain applying these measures mechanically and singly. It is quite necessary, to deal with the relationships between the employee and the chain, the enterprises, the enterprise and the chain, and all the relations within an enterprise on the chain, to take the idea of internal marketing into consideration.By analyzing the theories on supply chain and internal marketing, the thesis confirms that the core enterprise of the supply chain carrying out the internal marketing is a good solution for all the problems in present supply chain management. On the basis of study, the thesis provides a module for internal marketing of supply chain enterprises, which contains four stages, e.g. enterprise selection, products design, marketing and enterprise participation. The basic purpose of internal marketing is to build up long-term stable of cooperative relation with right companies in the supply chain. The cooperative colleague decides development level and competition level of supply chain directly. The supply chain culture is a main product of marketing in the supply chain, having to unify a cultural supply chain will break the bottleneck that the former supply chain manages, making the supply chain have a faster market contingency an ability, with higher product satisfaction rate. During marketing, the core enterprises will use various methods such as information communication, authorization etc. to come to marketing supply chain culture, and to unify a cultural purpose finally. At the last part of the thesis, the author takes the internal marketing of the DELL as an example of the former study.