Internal Marketing Research In The Service Application

Our country has already joined WTO, the service trade will be totally opening to the outside world in the near future Under the large-scale service company overbearing competition pressure abroad, domestic enterprises only perfect the management idea that "people first "constantly, change the r leadership of the staff and administrator in the traditional, treat the staff for the attitude of serving, establish partnership with staff, which could base on of the keen competition on the horizonInternal marketing, which make a start on the seventies first, is introduced in order to structure and promote the competitive power of the service trade. This text attempts in drawing lessons from the research results foundation of the foreign internal marketing theory, does an annotation and defines to the definition of internal marketing, discusses the implementation strategy tactics and support system of internal marketing It hopes to enlighten home service enterprise about the management idea and administrative skill in studying and using internal marketingThe following is the structure of this text:Chapter one: Having introduced the meaning of a subject and domestic and international state of scholar's study on internal marketing, the author has put forward the definition of internal marketing and three kinds of meaning, and has analyzed the difference between internal marketing and human resources managementChapter two: From the point of the characteristic of service quality and service profit chain, combining the function of internal marketing, explain the necessity of service trade implementation internal marketingChapter three: Drawing lessons from the relevant theory of external marketingmanagement, author has proposed the implementation strategy of internal marketingand describe the implementation step separately, which is establishing internalmarketing idea, inside market survey, inside market segments, inside marketorientation, internal marketing product designChapter four: Drawing lessons from 4C tactics of external marketing theory, proposeEPC tactics of internal marketing, namely the staff, price, communicatingChapter five: explain the support system of internal marketing, such as organizingculture, institutional framework, information technology, etc...