Application Study Of Internal Marketing In The Hangzhou Daily Press Group Of Enterprise Culture Construction

Media industry suffers from increasingly fierce competition with market opening-up, rising network media, audience saturation and diversified development of media group. Thus, enterprise culture construction of the industry is newly challenged by diversified industrial structure, diversified personnel structure and diversified culture system. Excellent enterprise must be guided by excellent enterprise culture. Enterprise culture construction level has become an important factor to decide whether the media group can be developed continuously in fierce industry competition or not.Internal marketing theory was originated in the United States since1970s, which experienced three development stages of staff motivation and satisfaction, customer orientation, strategy implementation/change management. The theory has been applied in many industries. Study of domestic internal marketing was started late in China. Domestic experts pay more attention to generalized application exploration of combining internal marketing with other fields and disciplines. Application of internal marketing in enterprise culture construction belongs to a method for enterprise to prompt enterprise culture inwards, which is used for guiding enterprise overall valueand employee individual value jointly. Internal marketing theory also refers to a humanistic philosophy for casting employee life significance by marketing means. It essentially aims at penetrating enterprise value and culture concept into the enterprise by enterprise management level, thereby forming cultural marketing and value-oriented management.The author adopts internal marketing theory as core concept based on experience in media industry management post for many years, who tries to apply internal marketing theory into enterprise culture construction of media industry. Necessity and feasibility of introducing enterprise culture construction based on internal marketing theory in media group are explored through combining employee questionnaire in the group and analyzing enterprise culture construction status. Marketing perspective is introduced in media demand, relation model of enterprise culture construction and internal marketing in media industry is constructed. The author tries to construct internal marketing method strategies, thereby promoting group enterprise cultural construction, driving the group in establishing core value system, enhancing teamwork, promoting work effectiveness, accelerating group mechanism innovation and transformation, improving group management process, and creating harmonious working atmosphere. Consensus can be achieved between the employee own development vision and group strategic objectives, thereby driving group strategy and forming employee loyalty culture, which has practical significance in optimizing media group management system and improving core competitiveness.It is believed in the paper that enterprise management staff should realize culture guidance by moral marketing ethics in front of the objective fact ’per capita reading capacity is less than one book in China at present (except text book)’ according to deeper understanding, thereby employees can perceive lifetime workplace value and life meaning, and it is the responsibility and obligations of enterprise management level at present.In addition, the paper has reference effect on group intending to apply the concept of internal marketing to promote enterprise culture.