Research On DTXNY's Internal Marketing Strategy

In recent years,with the rapid development of China’s market economy,the internal and external environment of enterprises is constantly changing,and the competition is becoming increasingly fierce.More and more enterprises turn the focus of development to the internal,and internal marketing management is gradually cited by more and more enterprises,and constantly develop it.Internal marketing,as an important part of enterprise marketing management,is different from external marketing.Internal marketing regards employees in an organization as consumers,pays attention to the realization of employee satisfaction,and then cultivates the service consciousness of employees.It is precisely because it pays attention to employee satisfaction and forms the management concept of "employee-centered",which attracts more and more attention from researchers.Meaning.As a traditional energy enterprise,the electric power enterprise is inevitably facing competition in the current environment of economic change,and the electric power enterprise itself is a large internal market.How to find problems from within and gradually improve employee satisfaction is the goal of internal marketing in enterprise management.At the same time,through the study of internal marketing,we can see the value of employees’ contribution to the enterprise from a deep level.Through the delegation of different levels and classifications,we can thoroughly mobilize the enthusiasm of employees,and ultimately achieve win-win situation between enterprises and employees.This paper takes DTXNY company as an example in the period of transformation and reorganization by means of literature research,theoretical guidance and practice,and analyses the difficulties faced by DTXNY company through internal marketing theory,points out the reasons for its existence,and puts forward the internal marketing method of DTXNY company,and rebuilds the human resource management system integration model of DTXNY company.Through STP and 4PS strategy research,subdividing DTXNY internal market,aiming at the problems of low work enthusiasm and weak sense of belonging among employees,this paper puts forward differentiated distinction for different positions,so that we can realize that whether it is to establish the value thinking of "employee-centered" or to emphasize the role of employees in the internal market,fundamentally speaking,internal marketing is just the internal marketing.Employees should be placed at the center of enterprise management.Through the implementation of the system,they can exchange information with enterprises effectively,thus promoting enterprises to achieve a more efficient organization,and striving to create greater value.Through this study,we can see that there is no end point for internal marketing.It will make timely internal adjustments along with the external changes of enterprises.These measures have a positive reference role for the development of similar domestic power enterprises or the implementation of internal marketing management.