Research On The Effect Of Internal Marketing On Organizational Effectiveness

Domestic enterprise's survival and development environment has entered into a ‘new era' with China's economy entered into a period of ‘new normal'.In macro view,GDP growth is slowing,and we are facing the challenge of adjusting industrial structure and digesting the strong economic stimulation policy that had implemented in earlier time.In medium view,the rapid rise of the internet enterprise has overturned the traditional business model,and promoted enterprise's transformation.In micro view,individual under the internet era has more distinct personality,stronger independence and lower conversion cost.Briefly speaking,in new area,the marketing environment is becoming more complicated,the competition is becoming more fierce and the need for transformation is more urgent,which puts forward new requirements for enterprise's especially traditional enterprise's marketing and human resource management.Therefore,internal marketing that put forward in the 1970 s is attracting more and more enterprises as a tool of strategy implementation and transformation management.However,researches on internal marketing are mainly focusing on dividing dimensions of internal marketing in different ways and testing the influence of internal marketing on a single variable such as loyalty,satisfaction or performance,etc.And these researches' background was usually generalized.There is no research about the relationship of internal marketing and organizational effectiveness.So this paper is significative.This paper puts forward the concept of integrated internal marketing that fit in the transformation and its six activities(strategy and change,marketing orientation,salary system,internal communication,training,authorization)based on the current environment by referring to the theories of internal marketing and integrated marketing communication.And builts a triangle model of enterprise strategy-marketing orientation-internal management.Then it takes traditional enterprises as research object and tests the relationship of integrated internal marketing and organizational effectiveness in economic transformation empirically.The statistics results show that the six internal marketing activities have positive influence on organizational effectiveness expect the training.Furtherly,we verifies that integrated internal marketing is the high-order factor of its six dimensions with second-order CFA model,namely,integrated internal marketing is a systematized internal marketing activity.Then on thebasis of this,it's confirmed that integrated internal marketing have positive influence on organizational effectiveness.finally,this paper puts forward some pieces of management advice for enterprise manager according to research conclusions and tries to provide new perspective for traditional enterprises in current marketing environment especially in economic transformation.