摘要
对在我国这一具有深刻人情关系性质的经济领域中,企业实施内部营销战略时所凸显的问题和应用障碍进行了分析总结,并基于人际关系文化的特征,结合国外内部市场关系营销理论策略部分的先进研究成果,提出了适宜本土企业实现内部营销目标的策略组合,指出内部营销应用的灵魂在于文化工具的运用,为本土企业增强内部凝聚力、提高组织综合实力提供了一定的借鉴。
This article points out that one possible key to the solution to the problems found in domestic enterprises which embrace relationship marketing is to consider the Chinese-styled interpersonal relationship.To conclude,based on the intersection of the Chinese interpersonal relationship and the western theory of the internal marketing,the author puts forth several lines of tactics and suggestions for domestic enterprises to realize their marketing targets,which could be used by enterprises to improve their unity as well as competitiveness.
出处
《山西农业大学学报（社会科学版）》
2010年第5期578-581,共4页
Journal of Shanxi Agricultural University:Social Science Edition
基金
山西省社会科学界联合会重点课题:大力发展服务业研究(SSKLZDKT2009034)
关键词
人际关系文化
关系营销
内部营销
Culture of interpersonal relationship
Relationship marketing
Internal marketing
