| 企业内部市场关系营销的应用与策略分析 |
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| 引用本文： | 刘文华.企业内部市场关系营销的应用与策略分析[J].山西农业大学学报(社会科学版),2010,9(5):578-581. |
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| 作者姓名： | 刘文华 |
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| 作者单位： | 太原科技大学经济与管理学院,山山太原030024 |
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| 基金项目： | 山西省社会科学界联合会重点课题 |
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| 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。
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| 关 键 词： | 人际关系文化 关系营销 内部营销 |
The Application and Strategic Analysis of Relationship Marketing Within Businesses |
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| LIU Wen-hua.The Application and Strategic Analysis of Relationship Marketing Within Businesses[J].Journal of Shanxi Agricultural University:Social Science Edition,2010,9(5):578-581. |
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| Authors: | LIU Wen-hua |
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| Institution: | LIU Wen-hua(School of Economy and Management,Taiyuan University of Science and Technology,Taiyuan Shanxi 030024,China) |
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| Abstract: | 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. |
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| Keywords: | Culture of interpersonal relationship Relationship marketing Internal marketing |
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