内部营销理论及实践之初步研究摘要近年来，社会经济中的服务份额的不断增加、企业的管理变革也在不断的加剧、企业执行力的重要性也日益的凸现。所以，具有以上功能的内部营销理论也受到了越来越多营销学者的关注.’但是尽管如此，这一理论仍然存在着诸多问题。本文在查阅了诸多相关内部营销文献后，对现有的内部营销理论进行了系统的分析。在这个基础之上，我认为内部营销与外部营销之间的差别主要在于营销对象的差异，而这种差异是以组织的边界为界限的，即内部营销是以组织的内部人员为营销对象，而外部营销则是以组织之外的人员为营销对象.所以，我们将所有以组织内部人员为直接对象的、与营销相关的活动，都纳入到内部营销的范畴。关键词：内部营销背景缺陷对策AbstractInrecentyears,thesocialeconomyintheserviceshareincreasesceaselessly,thereformofenterprisemanagementalsoisinceaselessaggravate,theenterprise'sexecutionisbecomingincreasinglyprotrudingshows.So,withthefunctionoftheinternalmarketingtheoryhasattractedmoreandmorescholarsattention.'butnevertheless,thistheorystillisexistingalotofproblem.Onthebasisofmanyrelatedinternalmarketingliterature,ontheexistinginternalmarketingtheorytoundertakesystemsanalysis.Onthisbasis,Ithinktheinternalmarketingandexternalmarketingdiffermainlyinmarketingobjectdifferences,andthisdifferenceisaboundaryforboundaries,i.e.internalmarketingistoorganizeinternalstafffortargetedmarketing,andexternalmarketingistoorganizeoutsidepersonnelformarketingobjects.So,wewillalltointernalstaffforthedirectobject,andmarketingrelatedactivities,areincorporatedintothescopeofinternalmarketing.Keywords:internalmarketingbackgrounddefectsCountermeasures目录1引言............................................................................................................................41.1内部营销的意义.............................................................................................41.2内部营销的产生背景.....................................................................................52我国企业内部营销的现状概述................................................................................53我国企业内部营销活动中存在问题.........................................................................63.1不分内部营销与外部营销的先后轻重..........................................................63.2方式方法过于单一..........................................................................................63.3内部营销人才缺乏..........................................................................................73.4内部营销管理存在缺陷..................................................................................74解决问题的对策........................................................................................................84.1摆正内部营销与外部营销的关系..................................................................84.2科学开展内部营销..........................................................................................84.3企业培养内部营销人才..................................................................................94.4加强企业危机内部营销管理........................................................................115结论...........................................................................................................................12参考文献......................................................................................................................131引言1.1内部营销的意义作...
