内部营销在人力资源管理中的应用研究综述  

A Review of the Application Research of Internal Marketing in Human Resource Management

作　　者：武晓雯 石小岑[1] WU Xiao-wen;SHI Xiao-cen(School of Management and Economics,Kunming University of Technology,Kunming 650093,Yunnan)

机构地区：[1]昆明理工大学管理与经济学院,云南昆明650093

出　　处：《江苏商论》2024年第1期115-118,共4页Jiangsu Commercial Forum

摘　　要：服务型企业的特点是为外部顾客提供服务型的产品,但是由于服务型产品自身的特性使得服务质量成为企业进行营销活动的起点。但服务是由企业内部员工提供的,因此提高服务质量的关键在于对公司内部人员进行管理。本文通过对内部营销在人力资源管理中的应用相关文献进行收集与分析,发现服务型企业注重人力资源内部营销的原因,明确内部营销对企业人力资源管理的作用,并阐述内部营销在人力资源管理中的应用。The characteristic of service-oriented enterprises is to provide service-oriented products to external customers,but due to the inherent characteristics of service-oriented products,service quality has become the starting point for marketing activities of enterprises.But services are provided by internal employees within the company,so the key to improving service quality lies in managing internal personnel within the company.This article collects and analyzes relevant literature on the application of internal marketing in human resource management,discovers the reasons why service-oriented enterprises focus on internal marketing of human resources,clarifies the role of internal marketing in enterprise human resource management,and elaborates on the application of internal marketing in human resource management.

关 键 词：内部营销 人力资源 管理 

分 类 号：C965[经济管理—人力资源管理]