企业内部营销对组织有效性的影响研究

发布时间：2018-04-17 10:44

本文选题：内部营销 + 整合内部营销　；参考：《合肥工业大学》2017年硕士论文

【摘要】：随着中国经济进入“新常态”,国内企业的生存发展环境也进入了“新时期”。宏观上,中国GDP增长速度放缓,同时面临着产业结构调整和消化前期强刺激政策的挑战;中观上,互联网企业的快速崛起颠覆了传统企业的商业模式,推动了企业的变革转型;微观上,互联网时代下的个体个性更加鲜明,独立性增强,工作转换成本降低。总而言之,新时期的企业市场环境愈加复杂,竞争愈加激烈,由此带来的变革需求愈加紧迫,对企业特别是传统企业的营销和人力资源也提出了新的要求,因而自上世纪70年代兴起的内部营销理论作为战略执行和变革管理的工具,正在被越来越多的企业所重视。然而关于内部营销的研究目前大多集中在针对不同维度划分的内部营销对忠诚度、满意度、绩效等单一结果变量的影响,研究背景通常也被一般化,尚未有文献讨论当前环境下的企业内部营销对组织有效性的影响,故本研究具有重要的意义。本文以当前传统企业面临的经济和市场环境为背景,借鉴内部营销和整合营销传播理论,提出了与企业所处环境相匹配的整合内部营销概念及其六项活动(战略及变革、市场导向、薪酬奖励、内部沟通、培训发展、充分授权),构建了企业战略—市场导向—内部管理三角模型。并将工业制造业企业作为研究对象,探讨了内部营销活动和整合内部营销对组织有效性的影响。研究结果发现,六项内部营销活动除培训发展外均对组织有效性有正向显著影响;通过二阶验证性因子分析,整合内部营销作为六项活动的高阶因子的合理性得以验证,即整合内部营销是系统化了的内部营销活动;在此基础上,论证了整合内部营销对组织有效性的影响也是显著的。最后,根据研究结论对企业管理者提出管理建议,力图为当前市场环境下特别是处于转型期的传统企业提供新思路。
[Abstract]:As China's economy enters the "new normal", the survival and development environment of domestic enterprises has also entered a "new period".Macroscopically, the growth rate of GDP in China is slowing down, and at the same time facing the challenge of adjusting industrial structure and digesting the strong stimulus policy in the early stage, the rapid rise of Internet enterprises has subverted the business model of traditional enterprises and promoted the transformation of enterprises.Micro-level, under the Internet era, the individual personality is more distinct, the independence strengthens, the job conversion cost reduces.In a word, the market environment of enterprises in the new era is becoming more complex and the competition is becoming more intense, and the need for change brought about by it is becoming more and more urgent. The marketing and human resources of enterprises, especially those of traditional enterprises, have also been put forward new requirements.Therefore, as a tool of strategic implementation and change management, the internal marketing theory, which has arisen since 1970s, is being paid more and more attention by more and more enterprises.However, most of the research on internal marketing is focused on the impact of internal marketing on loyalty, satisfaction, performance and other single outcome variables according to different dimensions. The research background is also generally generalized.There is no literature on the impact of internal marketing on organizational effectiveness in the current environment, so this study is of great significance.Based on the current economic and market environment faced by traditional enterprises, and referring to the theory of internal marketing and integrated marketing communication, this paper puts forward the concept of integrated internal marketing and its six activities (strategy and transformation), which match the environment of enterprises.Market orientation, compensation reward, internal communication, training development, full authorization, a triangular model of enterprise strategy, market orientation and internal management is constructed.Taking the industrial manufacturing enterprises as the research object, this paper discusses the influence of internal marketing activities and integration of internal marketing on organizational effectiveness.The results show that all of the six internal marketing activities have a positive and significant impact on organizational effectiveness except the development of training, and the rationality of integrating internal marketing as a higher order factor of the six activities can be verified by second-order confirmatory factor analysis.That is to say, integrated internal marketing is a systematic internal marketing activity, and on this basis, it demonstrates that the influence of integrated internal marketing on organizational effectiveness is also significant.Finally, according to the conclusion of the research, the paper puts forward management suggestions to the managers of enterprises, and tries to provide new ideas for the traditional enterprises in the current market environment, especially in the transition period.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F425

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