Study On The Implementation Of Internal Marketing

Internal marketing is regarded as a method to improve the quality of service. Customersatisfaction promote quality of service is an important factor, Service product "inseparable""volatility" in nature, the objects of service providers "people" become very important. Thus,some scholars put forward "to make customer satisfaction, we must make the employeesatisfaction”, Then they put forward "will work as a product, the employees as customers"point of view, this is the origin of the internal marketing theory.Enterprise leaders often require employees to commit the organization’s goals, however,real problem is: what organizational commitment is, it worth my time? In today’s world, moreand more people have more and more freedom to choose their own work and working way.So, what enterprise advocates, support what, promise what for commitment to that isrelationship. Internal marketing, the emphasis is the employee as the management center, tomeet the spiritual needs and material of employees, at the same time, to achieve their businessgoals. Therefore, study on the internal marketing enterprises, establishing excellent enterpriseculture, and achieve common development of employees and enterprises, has great theoreticalvalue and practical significance.This paper focuses on the enterprises to carry out this theme of internal marketing,research the theory method, the method of literature review and case analysis. Firstly, thispaper discussed the new topic of internal marketing, expounds the origin of the developmentof internal marketing, and combed the domestic and foreign internal marketing literature,listed three process of internal marketing development experience, and makes comment onrelated researches, and illustrates the theoretical and practical significance of internalmarketing. Secondly, the internal marketing, and based on the relevant theoretical knowledgeis carried out; the essence of internal marketing is the management of people, so we needmore theoretical support. And on the basis of the above listed internal marketingimplementation steps, and the research of internal marketing, segmentation, positioning, theinternal marketing products for the design, product level logical loop process is proposed. Thecore interests of products to meet the most urgent needs of employees according to the actual situation of enterprises, to promote the staff to pursue the core products of higher level.Employee satisfaction can stimulate staff’s spontaneity and creativity, so as to realize thedevelopment of enterprises in the staff common efforts, the development of enterprises andbetter able to meet the needs of staff. Finally, the Wanda Group as an example to illustratethe specific measures and the impact of internal marketing. Then cases were summarized,attention should be paid to expound the enterprise in the implementation of internal marketingmanagement activities of the problem. In practice the management activities of enterprises ofour country put forward their own proposals, at the same time, pointed out the shortage of thepaper.