The Study On The Influence Of The Employee Brand Internalization On The Employee Job Performance

In recent years,the rapid development of modern service economy makes the service market competition enter a new stage--the new era of brand competition.Both from theory or practice,it has been proved that the service brand competitive success not only depends on external marketing and publicity,but rely on the internal staff to be able to actively contribute to the brand of the will,and the actual operation of the construction of the enterprise brand and participation.The internalization of employee brand can help strengthen this sense of identity and enhance the competitiveness of service enterprises.However,this internalization is more about the importance of its role in the development of the organization.If you want to really improve your loyalty,you should pay more attention to the personal development of your employee.The improvement of employee' performance is the best reflection of their personal development.According to the principle of person-organization fit,it is of great significance to study the relationship and influence mechanism between employee brand internalization and employee job performance,and to enhance the brand competitiveness of service enterprises.Based on the theory of self-consistency and brand identity,this paper has built a model of the influence mechanism of employee brand internalization on job performance.The model studies the influence and action mechanism,and is composed of four variables: internalization of employee brand,individual-organization match,job performance and brand identity.Brand internalization consists of three dimensions: brand communication,brand training and brand motivation.This article uses the empirical analysis method,in order to era biotechnology(shenzhen)co.,LTD employee as the research object,eventually paid-in 212 valid questionnaires,using SPSS20 software for statistical methods to analyze the model after verified.In this paper,based on the empirical analysis it is concluded that: firstly,employee brand internalization of three dimensions-brand communication,brand training and incentives have varying degrees of significant effects on job performance,the brand communication on relevant to job performance.Secondly,person-organization fit plays an important role in regulating the brand internalization of service staff and job performance.Thirdly,brand identity plays an intermediary role between the internalization of service staff and job performance.In this paper,the mechanism analysis employee brand in the process of internalization,the employee's personal-organization matching degree higher is,easier the brand perception.Accordingly,this identity will promote to improve work performance.According to the above conclusion,based on the brand internalization,advocate starting from person-organization concept,put forward enterprise establishing effective communication mechanism,reasonable scientific incentive mechanism and perfect training system.