【作者】 牛倩；

【导师】 李向阳；

【作者基本信息】 哈尔滨工业大学 ， 企业管理， 2007， 硕士

【摘要】 本文的内部营销是指:公司高层管理者运用营销的理论和方法,向公司内部各部门各员工营销公司现阶段正在实施的质量管理体系、将要贯彻的新的质量管理体系标准、将要进行的变革,以及公司的质量愿景等。是把内部营销单纯当作一种管理工具,研究其在质量管理领域发挥的作用。内部营销可以增加员工对工作的满意度,减少员工对变化的抵制,使之快速接受工作任务、适应变革,追求质量管理体系中各部门和员工之间的合作。本文要做的工作有:分析国内制造业质量管理在新的经济形势下面临的挑战和发展趋势;建立和落实企业质量管理体系的重要意义;提出在制造企业的企业文化中,人本管理成为决定质量管理和其他各种领域管理最终能否取得成功的关键要素,进而确立以人本为基础的内部营销的地位作用;试阐述清楚内部营销和质量管理的关系,并说明内部营销在质量管理体系运行中的作用和意义;通过实地调查了解企业中实施质量管理体系存在的问题,在此基础上设计内部营销的实施模型和方案,给企业管理人员提供一个提高质量管理体系运作的成效的方法,为企业将来在其他管理领域中实施内部营销提供借鉴和思路。企业运用内部营销作为管理工具,将有效加强内部人员的信息沟通、消除障碍、加深员工对质量管理体系的正确认识、减小变革阻力、提高管理效率,并且可以争取员工认同和积极付出,使企业上下协力做好体系工作,不断迎接新的挑战。本文试图将内部营销运用到体系工作的落实中去,将营销的7要素组织起来,以一个整体方案的形式以解决企业体系中存在的问题。更多还原

【Abstract】 The internal sale of this paper denotes, the company’s manager utilization of the senior level sale theory and method, show stage to company’s internal each department and each employee sale company the new quality management system that will be adopted, implement new standard, the transform that will go on, as well as the quality of company’s future is willing scene etc.. Internal sale sheet will be the role that a kind of management tool develops in enterprise quality field biggest melt.This paper will be had by the work of doing: Analyzing the domestic quality management of manufacturing industry under new economic atmosphere face tendency and challenge; Establishing and implementing the important meaning of enterprise quality management system; Putting forward when making the corporate culture of enterprise, the factor that person manages becomes decision such as quality management with other various management fields last whether get successful crucial essential factor, and then establish to be basic internal sale with person position role; Trying to elaborate the relation of clear internal sale and quality management, and explain meaning and the role of internal sale in quality management system operation; Through the investigation enterprise on-the-spot understanding in enterprise the problem of implementing quality management system existence.Enterprise utilization internal sale will be linked up as management tool in the information of reinforced internal people, deepening the correct knowledge of employee for transform, the raising of reducing little resistance and integration management resource efficiency, striving for employee identification, striving for employee help, making enterprise various levels of government make new work jointly, and meeting new challenge.更多还原