基于文献计量的内部营销研究进展分析

内部营销作为服务企业改善服务质量的一种方法已逐步运用到企业内部管理活动中,学界对此颇有研究。为了探究我国内部营销研究的脉络与思路,给今后内部营销在非营利组织领域的应用研究提供参考和启示,选取中国期刊全文数据库的文章,运用文献计量学和统计方法并结合文献内容,从文献量、发表年代、著者和主题等方面对1990年以来国内关于内部营销的研究进行了分析。结果发现研究还存在不够深入、体系不够完善、缺少对内部营销适用性问题的分析和考证等问题,指出内部营销在非营利组织中的应用值得挖掘。

Bibliometrics- based Analysis of Research Progress of Internal Marketing

As an important philosophy and effective method to improve service quality, internal marketing has been widely applied by enterprise management and researched by scholars. Based on properly selected literature from CNKI and applying statistical methods, and bibliometrics, this paper probes into their content, authors, publication year, theme and volume since 1990 on internal marketing analysis for a purpose to better understand the evolution and future of the research on internal marketing especially in the field of non- profit organization. The findings show that the depth, system, empirical evidence or applicability of the research on internal marketing should be further improved.