The Empirical Study On The Relationship Between Internal Marketing And Skilled Employee Satisfaction

Talent is the key factor to the competition among modern enterprises. The enterprises which want to take an invincible position in the market competion must have a strong reserve force of personnel. In order to attract and retain good employees, the enterprises must continuously improve employees satisfaction, in this way, the enterprises can able to maintain the their core competitive capacity and make them become stronger. To the IT industry,which has high-tech, high innovation, skilled employee is the core of human capital. But, as the increasingly fierce competition for talent, the high turnover rate of the skilled employees has been one of the most difficult problems to the Managers. The loss of core IT workers not only make the companies lose human capital, but also undermine other workers' enthusiasm, or increase the strength of competitors, even worse, it can damage a company's long-term development strategy. Now, the key factor to improve the satisfaction of skilled employee is implementation of internal marketing. In this way,it can reduce the core IT employees turnover rate and improve business performance and competitiveness. This article is mainly through empirical research to anaysis the relationship between internal marketing and IT skilled employee satisfaction and give IT enterprises some suggestions to carry out internal marketing effectively. In this way, they can improve the core staff -skilled employee satisfaction and achieve enterprises and employees win-win situation.The innovation of this paper is reflected in the following points:1,In the study area, this paper selected IT skilled staff in China, prior research on internal marketing was basically for all employees in one industry, and basically focused on service industries. Therefore, object of this paper is more focused, and the value reflects better.2,For the framework of models, the skilled staff has different characteristics from the general staff, like they pay more attention to work autonomy. So, in building the dimensions of internal marketing, this paper adds "authorize" dimension. It extends the application of internal marketing.3,For the methods of the study, this paper's research methods is to combine empirical research and theoretical study. The paper analysis the relationship between skilled employees satisfaction and internal marketing, and research how do the dimensions of internal marketing influence skilled employees satisfaction. Domestic and foreign research in this field is blank at present, so this paper expanded the scope of internal marketing research and deepen the study of internal marketing.According to previous studies and skilled employees'features, this paper divides internal marketing into nine dimensions:Training, Motivation and Development, Communication, Management support, job attractiveness, resources/environment match to personal capability, authorization, corporate culture, team spirit. By the investigation of 135 IT companies' skilled employees, who are from Hefei, Shanghai, Jiangsu and other places, the paper uses analysis tools like:correlation analysis, regression analysis,etc.to analysis the relationship between skilled employees satisfaction and internal marketing. The results show that six key factors:motivation and development, communication, job attractiveness, authorization, corporate culture, team spirit, have significant positive impact on skilled employees satisfation. In decreasing impact the arrangement is:job attractiveness, authorization, motivation and development, team spirit, corporate culture, communication.The other three dimensions:Training, management support, resources/environment match to personal capacity have positive effects on skilled employee satisfaction, but the effect was not significant.The results of empirical research proposes specific suggestions on implementation of internal marketing, these suggestions are more scientific and feasible. In authorization, enterprises should create an innovative work environment, and increased focus on skilled employees work opportunities for self-expression.In job attractiveness, enterprises should give skilled employees challenging work and increase their vacation time. In teem spirit, enterprises should create a work environment with a sense of trust. In motivation and development, enterprises should pay more attention to spiritual motivation, like:increase their free time, provide fair opportunity for promotion. In communication,enterprises should improve channels of communication, so that the communication between the lower and the higer, and among colleagues can be effective.