Internal Marketing Strategies Based On Employee's Satisfaction

With more and more severe competition of human resource, high rate of employee flow out has become an important problem which has made managers worried. The loss of investment in human resource due to employee flow out has influenced the spirit of other employees, even the development strategy of the enterprise. To improve the employee's satisfaction so that to improve the quality of internal marketing will be the key factor to gain profit.This paper will analyze the main factors and relevant indicators of internal marketing which will influence the employee's satisfaction. Whether the internal marketing will be succeed or not depends on the employees' satisfaction, and there are 8 main factors in all the indicators of internal marketing. They are stimulative and growth factors, resource/condition and its matching to personal capacity, enterprise culture and communication, job attraction, management support, welfare fairness, job intension, and stakeholders' influence.Stimulative and growth factors includes such indicators as reasonable salary, reasonable and fair welfare, fair opportunity of promotion, admit ion to job fulfillment. Resource/condition and its matching to personal capacity factor includes degree of job matching employee, job condition and environment, family environment (support from family members), job achievement. Enterprise culture and communication factor includes goal, regulation, culture of enterprise and if it is suitable to employees, democratic participation, job shuffle, communication within department, communication with other departments, communication to customers. Job attraction includes job challenge, job meaning, and job interesting. Management support includes leader's capacity, leader's attitude, communication between leader and employees, support from enterprise, job responsibility. Welfare fairness includes welfare comparison. Job intension includes working time, leisure time, and job quantity. Stakeholders' influencement includes colleagues' influence and family members' acknowledgement.In the 8 main factors, stimulative and growth factors, enterprise culture and communication, job attraction, management support, welfare fairness are the main factors of internal marketing which distinctly influence the internal marking.This paper put emphasize on marketing to employees, and to broad the concept of marketing. Furthermore, this paper analyze how the internal marketing influences the satisfaction of employee by experience method, and gives some advices to internal marketing which will help to reduce the employees' flow rate and make marketing strategy. This research is meaningful to enterprise management especially to human resource management.