A Study On Internal Marketing Management Of Pawning Enterprise

The concept of"Internal Marketing"was first forwarded in 1970's, which served as a management tool to structure and promote the competitive power of Service Enterprises. Currently, it is not limited to service industry and has been extended to more areas. It is becoming the focus of attention in academia and business community. Internal Marketing not only has been proved in theory but also has achieved a certain effect in practice.Pawning enterprise is a special service trade. Viewed from the characteristics, it is necessary and significant to implement internal marketing. The paper sums up the theory of internal marketing by studying the literature on it, and apply this theory to pawning enterprise. It hopes to enlighten pawning enterprise in studying and using internal marketing. The paper not only usefully tries in the internal marketing theories application, but also provides guidance for internal management of pawn enterprise.The paper study the management of internal marketing in pawning enterprise by the means of literature reviewing,theory with practice and case analysis. The following is the main content of this thesis:Firstly, It mainly introduces the backgrounds, the aim and significance, the content and ways of studies; Then,On the basis of summarizing the previous study about internal marketing, It explains its definition and establish implement model. In addition, it analyzes of the relationship between internal marketing and external marketing,human resource management; Next, It not only begins with the theoretical and practical basis of implementing internal marketing in pawn, but also states the significance of implementing in pawn broking; Then,Implementation of internal marketing in pawn enterprise, The main content is a more detailed description of the implementation steps in pawn broking on the basis of the model: establish internal marketing idea, inside market survey, inside market segmentation and positioning, internal marketing strategy, evaluation of internal marketing; Next,Case--the implementation of internal marketing in Qingdao JX pawn shop, It explains the details of implementation in this pawn shop; Finally, it includes the thesis's conclusion and shortage and direction in the future.