内部营销——一种以人为本的人力资源管理新视野

通过回顾内部营销自1981年提出至今的相关文献,发现内部营销的研究存在三种不同的视野:即市场营销流派、人力资源管理流派和一般管理流派。立足于这三大流派的交集:“员工就是顾客”这一基准点,笔者认为“员工就是顾客”在本质上是一种以人为本的人力资源管理新视野,并在此基础上阐述了以人为本的人力资源管理新视野与传统人力资源管理视野之间的区别。

Internal Marketing: A New Humanism-Orientation Perspective for Human Resource Management

Based on the review of the literature of internal marketing since Berry(1981) proposed,the author argues that different scholars mean differently when they discuss internal marketing,which can be classified marketing school,human resource school and general management school.Then,based on the cornerstone,"The employee as customer",the author suggests the nature of internal marketing is a new humanism-orientation perspective for HRM.Finally,the author compares the traditional perspective for HRM with this new perspective.