The Application Of Internal Marketing In Human Resources Management Of STS Company

Service product, being indivisible from product provider and consumer, givesstaffs the most core status in the process of providing it. The competitiveness of aservice enterprise is to some extent the competitiveness of the human resources of anenterprise. How to stimulate the positivity and initiative of the staffs and to improve thequality of service perceived by the customers and then to improve the competitivenessof the enterprises hereby become the key factors for them to win the market. This hasbeen given an excellent explanation by the Internal Marketing Theory from the aspectof staff-customer value chain. The Internal Marketing Theory is a philosophy andmethod for the enterprises’ operation and management. It regards staffs as the internalcustomers of the enterprises and the realization of the staffs’ satisfaction and theestablishment of the customer orientation consciousness as a pathway and theachievement of the external marketing goal of the enterprises as the ultimate purpose. Itcan be said that it’s the internal marketing and the external marketing which constitutejointly the whole marketing system of the enterprises. The internal marketing, havingthe function of operation and management, has been widely applied in the aspect ofhuman resources management of the enterprises. By using external marketing tools suchas STP and4PS to conduct demand analysis and market segmentation to the staffs andprovide products and prices that conform to the staffs’ requirements, it has established amanagement platform that effectively combined the function of the enterprises’ humanresources management, the tools and the staffs’ requirement and the strategies of theenterprises. This essay carries a research on the basis of the realistic guiding meaningand function of the internal marketing to the human resources management of theenterprises.This essay, by using comprehensively the method of literature review, theoryinstructing practice and investigation and survey, taking STS company which is at thephase of transformation and restructuring as an example to conclude and comment thetheory of internal marketing and the relative theories, analyze the difficulties in themanagement of human resources that STS is facing, indicate the reasons of its problemsto propose a method for the company to carry out the internal marketing of humanresources management and thereby reconstructs the integrated model of the human resources management system of STS. Furthermore, the essay conducts a subdivision,targeting and location of the internal market of STS company’s human resources by STPstrategy and redesigns the product, price, channel and sales promotion of it by applyingthe4PS strategy. On account of the problems that might be encountered in the processof implementing the internal marketing of human resources, this essay conducts ananalysis and provides solutions to the problems. By researching the internal marketingof STS company’s human resources, it has effectively solved the problem of humanresources that confronting the company, which contribute to the improvement of thestaffs’ satisfaction and the establishment of customers-oriented strategies andconsequently increases the enterprise’s competitiveness. In addition, the researchpresented in this essay can provide a reference for the same type of enterprises toimplement internal marketing management of human resources which therefore has themeaning of reference for the model innovation of human resources management.