Study On Establishing And Implementing The System Of Internal-Marketing In Enterprises

After having entered the 21st century, the marketing philosophy of business has gradually changed to a new phase of satisfying customers with all-around service. To a great extent, competitive advantages of a company base on the rapid reactive capability in response to the market requirement and its changes. In fact, the focus of market competitions has already changed from internal efficiency to the strategical factor of personnel. As we know, it's impossible to have satisfied customers without the support from internal employees. To some extant, persons have been one of the most important factors for a company's survival and further development In fact, the competitions between companies are competitions between personnel actually. So, "to satisfy customers, satisfy your employees first". Internal marketing (IM) as a kind of managerial concept and method to stir up employees' enterprise, activity and creativity through a series of promotional activities, methods, is a kind of spiritual and activity transform, which helps to improve a company's ability of response to the market. So, in order to establish its competitive advantages and be a market-oriented organization in the new and changing environment, it's necessary for a company to push IM within itself.This study defines IM and the system of internal marketing (IMS) firstly. Then, we clarify the constitution of IMS from both strategic and tactical angle. Furthermore, based on independent research, and the executive experiences of foreign pioneers, we originally point out how a business can carry out internal marketing systematically. At last, we make a deep research on an IM case and indicate something, which should be paid much more attention on during the execution of IM, and it is very important for the success of a company's IM program.