The Application Of Internal Marketing To Human Resources Management Of Putian Tobacco Company

With China's accession to the WTO and the development of economic globalization,the environment of tobacco industry has changed much.Overseas tobacco enterprises expand the market included market,brand and human recourses in China gradually.To deal with the challenge,strengthen core competitiveness,tobacco industry,which was steady in the past,has adjusted strategy and reengineered business process to gain the profit.With the reform of China Tobacco,municipal tobacco companies have turned to be the main part in sale net,and effective human recourses management is the important way to get competitive advantage.To aim the problems of employee satisfaction,communication channel and training system,the paper take internal marketing theory to promote the improvement of management level,then solve the problems above.Because of the limitation in the tobacco industry,the method would be useful for the development of the company and the business process in some extent.Based on the analysis of Putian Tobacco Company,the paper design the Human recourses management model and special implementation project stemmed from internal marketing theory.Not only can the project improve the performance level,but also have a reference.In this paper,literature review and case analysis methods are used.ChapterⅠintroduce the research background,research ideas and research significance;chapterⅡreview literature of internal marketing;chapterⅢanalyze current situation and problems of Human recourses management;chapterⅣanalyze the application of internal marketing to human recourses management,further,design the model and project;chapterⅤis the conclusion of the paper.