作为服务企业内部营销实践的重要内容,品牌内化是让员工了解品牌理念并提高其参与行为的关键,然而目前的研究对于服务企业品牌内化与员工参与行为的关系并没有得出一致的结论;对服务企业内部营销作用于员工参与行为的中间路径的探讨也并不多见。本文对银行、移动、联通、电信、保险等服务企业的272名员工进行了调查,从员工心理感知的角度,结合营销学、心理学及人力资源管理相关理论,提出并分析了服务企业内部营销的三个维度对员工感知价值及员工参与行为的不同影响。运用“刺激—认知—反应”的理论范式,提出并验证了员工感知价值在服务企业品牌内部营销作用于品牌内化员工参与行为过程中的中介作用。研究结果发现,品牌内部营销的各维度对员工感知价值的作用均有所不同。通过员工感知价值的部分中介作用,服务企业的品牌内部营销不同程度地对品牌内化员工参与行为起正向影响。本文最后讨论了研究的理论贡献,并为服务企业如何提高员工的参与行为提供了相应的建议。 As an important content of internal marketing practice in service enterprises, brand internalization is the key to let employees understand the brand concept and improve their participation behavior. However, the current research does not reach the same conclusion about the relationship between brand internalization and employee participation in service enterprises There is also not much discussion on the middle path of employee internal participation in service enterprise’s marketing. This paper investigates 272 employees in banking, mobile, China Unicom, telecom and insurance service companies. From the perspective of employees’ psychological perception, this paper combines marketing, psychology and human resources management theory to propose and analyze the internal marketing of service enterprises The three dimensions have different effects on employee perceived value and employee participation. Using the theoretical paradigm of “stimulus-cognition-response”, this paper proposes and verifies the mediating role of employee perceived value in the process of service-brand branding and internal employee participation. The results show that all the dimensions of brand internal marketing have different effects on employee perceived value. Through the intermediary role of perceived value of employees, the internal marketing of the brand of service enterprises positively affects the internalized employees’ participation in different degrees. At the end of this article, we discuss the theoretical contributions of the research and provide suggestions for how service enterprises can improve employee participation.