试论企业内部营销产品的设计  

Analysis on Design of Marketing Product Within Enterprises

作　　者：孟庆德[1] 朱秀玲[1] 

机构地区：[1]大庆石油学院计划财务处,163318

出　　处：《中国科技信息》2006年第03B期87-87,共1页China Science and Technology Information

摘　　要：在现代营销体系中有三个主体:企业、员工、顾客,其中企业和员工构成了内部营销的关系。内部营销是一种经营哲学,其思想实质就是“对内营销”,就是企业把内部员工当作顾客,把提高内部顾客的满意度作为企业经营的基础。现代营销理论认为,内部营销是外部营销的基础,雇员的满意程度越高就越有可能建立一个以顾客和市场为导向的公司,公司获得的利润就会越高。因此设计好企业内部营销的产品对企业的生存和发展具有十分重大的意义。本文以让员工满意为宗旨,以企业发展为目标,从内部营销产品的种类到该种产品内容的设计策略上进行了深入详实的探讨。In modern economic structure, marketing system is composed of enterprises, employees and consumers. Enterprises and employees compose marketing relation within enterprises, internal marketing is a sort of business philosophy whose essential is ＂marketing within enterprises＂, regarding employees as consumers, looking upon increasing satisfaction of internal consumers as basis of enterprises marketing. According to modern marketing theory, internal marketing is the basis of external marketing. On condition that employees are very satisfied with their treatment, a corporation guided by consumer and market can easily be established and great profits can easily be gained as well. Therefore, a perfect design of marketing product within enterprises is a matter of great account, which can directly influence existence and development of enterprises. In this paper, with goal of enterprises development and employees satisfaction, an in-depth Exploration is present that involves many issues from kinds of marketing product to design methods of marketing product.

关 键 词：企业管理 市扬营销 产品设计 现代营销体系 企业经营 

分 类 号：F272[经济管理—企业管理]