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论文编号：	2777
作者编号：	2120082458
上传时间：	2010/11/30 14:25:14
中文题目：	提升财税组织绩效的内部营销策略研究
英文题目：	Internal Marketing Strategy Study on How to Improve Fiscal Performance within the Organization
指导老师：	韩德昌
中文关键字：	内部营销;组织绩效;财税组织
英文关键字：	internal marketing organization;organizational performance;tax organization
中文摘要：	由于经济社会的快速发展和财税工作较强的专业性要求，越来越多的地方税务机关认识到了税务干部中流砥柱的作用，我国正大力提倡建立服务型财税机关，而税务组织的所有工作人员作为载体和建设者，在构建服务型机关政府的过程中充当了相当重要的角色。如何提高其工作满意度进而提升整个财税系统的动力及组织绩效就成为了当前重要的工作重点。 应当清楚看到的是，虽然财税组织按照“保增长、渡难关、上水平”的总体要求，充分发挥财税职能作用，努力克服各种困难和不利因素，可财税组织的政风行风方面和税务人员的管理方面都存在着这样那样的问题。因此，建立服务型财税组织，必须强化内部人员的服务意识，从根本上解决他们的思想问题，才能激发出他们的工作热情和积极性，才能为建设好整个财税系统贡献自己的力量。 内部营销作为加强财税系统文化建设的一种手段，作用极为重要。内部营销是将员工视为组织内部顾客的管理哲学，强调员工是管理的中心对象，运用营销的思想和方法为员工提供满足感和附加价值，从而影响员工的态度和行为，提高外部客户满意度，才能更多地为组织创造价值和利润。 财税组织内部的人员和各个部门构成了内部市场。只有达到组织内部人员满意，才能使组织的外部客户达到满意。只有对工作感到满意的员工,才可能以更高的效率为外部客户提供更加优质的服务，并最终达到客户满意。 本文借鉴和参考了大量国内外相关理论和文献，以我国财税组织为主要研究对象，对内部营销提高其组织绩效的策略和方法进行研究。本文在对我国财税组织内部和外部管理现状进行分析的基础上，结合这些问题对财税组织的营销策略做了选择，得出内部营销可以更好地提高组织绩效这样的结论。由于内部营销是个需要落地的过程，本文作为一项应用研究，创造性地提出了针对财税组织的具体策略和实现路径。最后，对我国建设服务型政府又提出了新的要求，做了新的展望。本文对如何提升政府机关绩效具有现实的指导意义。本文的研究所得出的一些方法和路径，具有一定的普适性，希望本文能在管理理论和实践上为我国其他服务型政府组织提供了一些有益的启示和帮助。
英文摘要：	As rapid economic and social development and strong professional requirements for the fiscal work, more and more local authorities realize mainstay role of the tax cadres, China is vigorously advocating the establishment of service-oriented government agencies, and as carriers and builders, all the staff in tax organizations will play a very important role in the process of building the service-oriented government agencies. How to improve their work satisfaction and subsequently promote the power and organizational performance of the whole tax system has become an important focus of the current work. It should be clearly seen, although in accordance with the general requirements of “ensuring growth, tiding over the crisis, lifting the level”, the tax organizations give full play to of finance and taxation functions and overcome various difficulties and disadvantages, yet there are all kinds of problems in the management of tax personnel and political popularity. Therefore, in order to establish the service –oriented taxation organization, the sense of service of the internal people should be strengthened, and fundamental solutions to the problem of their thinking should be found, which enable to stimulate their enthusiasm and motivation and contribute to the building of the whole tax system. As a method to strengthen the cultural development of the tax system, the role of internal marketing is extremely important. Internal marketing is the management philosophy which employees are regarded as customers within the organization, emphasizing that employees are the center of management, providing employees with satisfaction and adding value by use of thinking and method of marketing, thus affecting the attitudes and behaviors of the employees, and improving external customer satisfaction in order to create more value and profit for the organization. Fiscal personnel within the organization and various departments constitute the internal market. Only if people within the organization achieve satisfaction, can the organization’s external customers achieve satisfaction. And only if employees are satisfied with the job, it may be more efficient for them to provide more quality services for the external customers, and ultimately obtain the satisfaction from the customers. With reference to a large number of related theories and literature at home and abroad, this paper, taking China’s tax organization as the main study object, conducts research of the strategies and methods of improving their organizational performance for the internal marketing. Based on current analysis of the internal and external management, this paper makes the choice of marketing strategy for the tax organization, and thus draws a conclusion that internal marketing can improve organizational performance much better. Because the internal marketing is a process of landing, the paper, as an applied research, creatively put forward concrete strategies and implementation path for the tax organizations. Finally, this paper has also put forward new demands and new outlook for building a service-oriented government. This article has practical guidance on how to improve the performance of government agencies. Some methods and paths which are drawn from the research paper have some certain universality, hoping this article will provide some useful inspiration and help for China’s other service –oriented government organizations theoretically and practically.
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