Empirical Study On The Interior Marketing Management Of D Company In The New Business Climate

The traditional commercial enterprises is facing the competitionof existing and developing under the background macroeconomic environment,with the fierce regional competition, the influx of large comprehensiveshopping center, but also shopping on the internet develops unusuallyrapidity. The staff is a valuable treasure of the company which it is the corework by motivating staff positivity to realize service innovation. The paperprovides three methods of reading of literatures, interview and case studyto explore how internal marketing behavior influences on customer satisfaction,then to use as reference by implementing interior marketing strategies in Dcompany.Based on reviewing the literatures published at home and abroad, this paperwhich introduces about the cases of interior marketing at three typical postsof protocol officers in the car park, staffs of associated enterprises andclerks of customer complaints handing center in D company, indicates somebarrios to adopt a theory of interior marketing between individual people andorganizers, and deeply analyses the necessary of applying interior marketingmanagement in some respects of parking management, care of employee, channelpromotion, staff management of associated enterprises and personalizedservices. Finally, it is putted forward interior marketing measures in thefields of staffs training, internal communication, excitation mechanism andorganization supports.The results are pointed as bellow. First，it is a useful professional skillstaff learned by cultivating to multidimensional training. Second, establisha multi-communication channel is propitious to promote employees’ workefficient. Third, it is favorable to mobilize all positive factors amongstaffs to creat incentive mechanism in the long run. Lastly, it is in favor of creating friendly culture atmosphere for corporate to implementorganization support strategies.It is reached the conclusion that efficient interior marketing plans arepropitious to propel positively employee relation management, promote qualityof service for staffs, achieve employee satisfaction and loyalty, and pushon customer satisfaction and loyalty.