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论文编号：	2743
作者编号：	2120082444
上传时间：	2010/11/27 9:32:33
中文题目：	内部营销理论在企业管理中的应用研究
英文题目：	Competing in mainland China’s consumer electronics market has never been easy: rampant price wars caused by over capacity have squeezed profit margins to some of the lowest levels in the world. And as if things were not bad enough for manufacturers, a wave of consolidation among large retail chains is turning up the heat.
指导老师：	刘建华
中文关键字：	内部营销 价值传递 竞争优势
英文关键字：	Internal Marketing Value Transmission Competitive Edge
中文摘要：	摘 要 随着经济全球化趋势的不断深入以及信息技术的飞速发展，企业之间的竞争已经从区域竞争扩大到全球竞争；从产品质量和价格的竞争发展到服务的竞争；从品牌的竞争延伸到企业文化和战略的竞争；由于企业所面临的竞争环境日趋复杂和多元，企业如何塑造独特的竞争优势、如何取悦并长期保留顾客已成为当前企业生存和发展的关键。 本论文以OT公司为研究对象，通过探讨内部营销理论和思想在企业内部管理中的应用，以寻找提升企业管理水平、增强企业内部凝聚力和创新能力以及塑造企业独特的核心竞争能力的方法。根据OT公司的现状，本论文将从目标公司的人力资源管理、企业文化建设和企业战略变革三个方面来分析内部营销理论是如何帮助目标企业获取竞争优势的，通过三方面的研究我们可以正确地认识内部营销理论的重要性和必要性以及如何针对OT公司有效地实施内部营销。 OT公司在内部管理中存在很多问题，这些问题已经严重威胁到企业的生存和发展，为了帮助企业改善困境并有针对性地解决问题，本文将从上述三个主要方面研究内部营销改善企业内部管理的作用机理，并希望通过内部营销的有效实施帮助企业走出困境并获得长期发展。本研究通过优化目标企业的人力资源管理，将内部员工视为企业最宝贵的资产，通过吸引、发展、刺激、保留有价值的员工，将公司价值传递给外部顾客、取悦并保留顾客，从而保证企业不断获利并长期发展。本研究通过内部营销来塑造企业独特的文化法，成功地将外部营销理念和方法应用在企业内部，通过相互协调的组合营销策略，充分激发员工的工作积极性和服务意识，在企业内部逐步形成以服务为导向的企业文化氛围，使外部营销更加有效地进行并从根本上提升企业产品和服务的竞争力。本研究通过内部营销服务于目标企业战略实施和变革，可以帮助企业通过组织变革、内部制度设计以及企业文化塑造等方法最大化满足员工需求，充分激励员工并发挥其自身最大价值，通过满意的内部员工将企业价值传递给外部顾客，并最终取悦顾客。 关键词：内部营销 价值传递 竞争优势
英文摘要：	Abstract With the deepening of economic globalization and the rapid development of information technology, competition among enterprises has expanded from regional competition to global competition; from product quality and price to service competition; from brand extension to the enterprise cultural and strategic competition; As businesses face increasingly complex and diverse competitive environment, companies how to create a unique competitive advantage, how to please and long-term customer retention has become the key to survival and development of enterprises. In this thesis, OT Company for the study, by exploring the internal marketing theory and thought in the application of internal management, improve enterprise management level to find and enhance the internal cohesion and innovation, and shaping the core competitiveness of enterprises unique way. According to OT's status, the paper will target the company's human resources management, corporate culture and business strategy to analyze three aspects of change theory of internal marketing is to help the target company to gain competitive advantage, through the three studies we can properly understanding of the importance of internal marketing theory and the need for OT and how effective implementation of internal marketing company. OT in the internal management of the company there are many problems, these problems have been a serious threat to the survival and development, to help enterprises improve their plight and targeted to solve the problem, this article will study the three main areas to improve the internal management of internal marketing mechanism of action and hope that through the effective implementation of internal marketing to help companies out of the woods, and long-term development. The objectives of the enterprise by optimizing human resources management, internal staff as the company's most valuable asset, by attracting, developing, exciting and keep valuable employees, the value of the company passed to external customers, to please and retain customers, to ensure enterprises are profitable and long-term development. In this study, internal marketing to shape the company's unique culture method, the successful external marketing concepts and methods used in the enterprise, through the coordinated combination of marketing strategy, fully stimulate staff motivation and sense of service, in-house and gradually form service-oriented corporate culture, the external marketing more effectively and ultimately improve business competitiveness of products and services. In this study, internal marketing services in the target company strategy implementation and change, can help companies through organizational change, internal systems design and shaping corporate culture and other methods that best meet the needs of employees, and fully motivate employees and develop their maximum value, through the satisfaction of internal Staff will be passed to the external customer business value, and ultimately to please customers. Key Words：Internal Marketing Value Transmission Competitive Edge
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