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摘要
在宏观市场经济不景气的情形下，区域竞争加剧，大型综合的购物中心不断涌入，
以及网上商店异常迅速的发展，使我国传统商业企业面临着生存和发展的形势更加严
峻。员工是企业宝贵的财富，充分调动员工工作的积极性，实现服务创新成为商业企
业的核心工作。本文采用了文献阅读、访谈、案例研究三种方法来探索企业内部营销
行为如何影响员工工作满意度，为 D 公司实施内部营销战略提供借鉴作用。

在回顾国内外大量文献综述的基础上，本文通过介绍 D 公司车场礼宾、厂商员工、
客诉处理中心员工三个典型岗位的内部营销案例，阐述了个体代表与组织者在应用内
部营销理论中存在多方面的障碍，并从车场管理、员工关怀、晋升渠道、厂商员工管
理、特色化服务等方面深入剖析了实施内部营销管理的必要性。最终本文在员工培训、
内部沟通、激励机制、组织支持等方面提出了内部营销措施。实践结果表明：
第一， 开展多维的员工培训，有利于提高员工专业技能。

第二， 建立多渠道的沟通机制，有利于提高员工工作效率和服务质量。

第三， 制定特色的长期激励机制，有利于充分调动员工工作积极性。

第四， 实施组织支持策略，有利于营造人性化的企业文化氛围。

论文最后阐明，有效的内部营销方案有利于积极推进员工关系管理，提升员工服
务质量，最终实现员工满意、员工忠诚，并推动顾客满意和顾客忠诚。

关键词：员工关系管理；内部营销；员工满意 ；员工忠诚Abstract
Abstract: The traditional commercial enterprises is facing the competition
of existing and developing under the background macroeconomic environment,
with the fierce regional competition, the influx of large comprehensive
shopping center, but also shopping on the internet develops unusually
rapidity. The staff is a valuable treasure of the company which it is the core
work by motivating staff positivity to realize service innovation. The paper
provides three methods of reading of literatures, interview and case study
to explore how internal marketing behavior influences on customer satisfaction,
then to use as reference by implementing interior marketing strategies in D
company.
Based on reviewing the literatures published at home and abroad, this paper
which introduces about the cases of interior marketing at three typical posts
of protocol officers in the car park, staffs of associated enterprises and
clerks of customer complaints handing center in D company, indicates some
barrios to adopt a theory of interior marketing between individual people and
organizers, and deeply analyses the necessary of applying interior marketing
management in some respects of parking management, care of employee, channel
promotion, staff management of associated enterprises and personalized
services. Finally, it is putted forward interior marketing measures in the
fields of staffs training, internal communication, excitation mechanism and
organization supports.
The results are pointed as bellow. First，it is a useful professional skill
staff learned by cultivating to multidimensional training. Second, establish
a multi-communication channel is propitious to promote employees’ work
efficient. Third, it is favorable to mobilize all positive factors among
staffs to creat incentive mechanism in the long run. Lastly, it is in favor