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从内部营销概念的提出,其30多年的发展历程可划分为员工激励与满意、顾客导向、战略实施等三个阶段。通过分析不同阶段内部营销的概念内涵与侧重点,从员工满意、顾客导向和部门协作三个方面,构建企业内部营销质量综合评价指标体系,并根据评价指标特点,提出采用结构方程模型,来量化测评内部营销质量水平,从而准确把握内部营销质量水平与员工激励、服务意识、过程效率之间的互动关系。最后,以某钢铁贸易公司为例,开展内部营销问卷调查和质量测评,通过实证分析验证理论模型的有效性。
From the concept of internal marketing put forward, its 30 years of development can be divided into employee incentive and satisfaction, customer orientation, strategic implementation of the three stages. By analyzing the connotation and emphasis of internal marketing in different stages, this paper constructs the comprehensive evaluation index system of internal marketing quality from the aspects of employee satisfaction, customer orientation and departmental cooperation. According to the characteristics of evaluation index, this paper proposes to adopt the structural equation model to quantify Evaluation of the quality of internal marketing level, so as to accurately grasp the level of internal marketing and employee motivation, service awareness, the interaction between the efficiency of the process. Finally, take a steel trading company as an example, carry out internal marketing questionnaire survey and quality evaluation, and verify the validity of the theoretical model through empirical analysis.