Higher Internal Marketing Research

Internal marketing study of universities and colleges in the paper is to apply the internal marketing theories in the study of human resource management in universities and colleges. The internal marketing is a new concept in marketing produced in the 70's of 20 centuries, is basic thought that applies marketing theories in organizing inner management, it regards employee as the internal customer and regards job as the product, drawing on, developing, encouraging, keeping high character employee by offering " job product" to content the demand of employee. The internal marketing has been studied a lot in theories and evidences, but haven't seen in universities and colleges, the paper is a beneficial try in the internal marketing theories application. Universities and colleges in our country is to be placed in period of big development and replace current, it is the most important to attract and to keep elitist in each universities and colleges, it is the urgent mission to reform system of management in inner in each universities and colleges, the paper remoulds a new mode of human resource management with the marketing theories, and provide a new way of thinking and method of development and reformation in universities and colleges. The paper bases on basic theories of marketing and present condition of universities and colleges in our country as the foundation of study, researching by theories and literatures.The paper is divided into five chapters, the main content is as follows:Chapter I, preface. This describes the clue of this subject and the backgrounds, contents, ways of studies.Chapter II, a study of basic theories in internal marketing. First, the paper tallies up the origin, development ,present condition of internal marketing, and establishs internal marketing definition according to theories and literatures, then researchs the internal marketing strategy according to 4p marketing mix, and analyze the market investigation, subdivide and position of the internal marketing, finally discusses the theoretical differentiation between the internal marketing and human resource management.Chapter III, characteristics of universities and colleges and the importance of the internal marketing. This part analyzes the characteristics of organization and employee, defines internal marketing in universities and colleges and analyzes its importance; finally discusses the importance of internal marketing in universities and colleges.Chapter IV, a marketing investigate, subdivides and position of internal marketing. First This part analyzes marketing investigate of universities and colleges, including the environment and the employee investigate, among them employee's need is a core; then subdivides employee into four kinds basic types, and again subdivide personnel of teaching and scientific research; finally discusses the targetmarket fixed position of employee and " job product" fixed position in universities and colleges.Chapter V, strategy of internal marketing mix. First, product strategy, the main contents of" job product" of universities and colleges includes the salary, supporting job environment, a mode of people-oriented management, helping the employee realize ego study, ego development, ego realize demand, work safety, the society guarantees mechanism, softhearted management, vision of universities and colleges etc.. Second, the price strategy, it analyzes the list price problem, discusses application of train, encourages, the results investigate in the price strategy. Third retail the strategy, it discusses retail strategy distinguish four kinds of marketing object: the graduate student, introducing talent, current employee, part-time the teacher. Finally, promotion strategy, it discusses promotion strategy distinguish for the latent employee and the current employee, and analyzes important function of the public relations in " job product" promote sales in universities and colleges.