Application study of internal marketing in the Hangzhou

Daily Press Group of enterprise culture construction

Abstract: Media industry suffers from increasingly fierce competition

with market opening-up, rising network media, audience saturation and

diversified development of media group. Thus, enterprise culture

construction of the industry is newly challenged by diversified industrial

structure, diversified personnel structure and diversified culture system.

Excellent enterprise must be guided by excellent enterprise culture.

Enterprise culture construction level has become an important factor to

decide whether the media group can be developed continuously in fierce

industry competition or not.

Internal marketing theory was originated in the United States since

1970s, which experienced three development stages of staff motivation

and satisfaction, customer orientation, strategy implementation/change

management. The theory has been applied in many industries. Study of

domestic internal marketing was started late in China. Domestic experts

pay more attention to generalized application exploration of combining

internal marketing with other fields and disciplines. Application of

internal marketing in enterprise culture construction belongs to a method

for enterprise to prompt enterprise culture inwards, which is used for

guiding enterprise overall valueand employee individual value jointly.

Internal marketing theory also refers to a humanistic philosophy for

casting employee life significance by marketing means. It essentially

aims at penetrating enterprise value and culture concept into the

enterprise by enterprise management level, thereby forming cultural

marketing and value-oriented management.

The author adopts internal marketing theory as core concept based

on experience in media industry management post for many years, who

tries to apply internal marketing theory into enterprise culture

construction of media industry. Necessity and feasibility of introducing

enterprise culture construction based on internal marketing theory in

media group are explored through combining employee questionnaire in

the group and analyzing enterprise culture construction status. Marketing

hi

硕士学位论文
目录

目录

觀 II

Abstract Ill

@录 V

第1章绪论 1

1.1研宄的背景
1

1.2研究的意义
2

1.3研究的依据与方法
3

1.4研究框架及结构安排
4

第2章相关理论综述
6

2.1内部营销理论
6

2.1.1内部营销研究的理论背景
6

2.1.2内部营销理论的概念和发展历程
7

2.1.3内部营销的内容

10

2.1.4国内外研宄成果
11

2.2企业文化的概述
13

2.2.1企业文化的定义

13

2.2.2企业文化的发展
14

2.2.3企业文化对企业发展的意义
芯 16

2.3内部营销理论与企业文化价值理论的联系
17

2.3.1内部营销运用于企业文化的理论基础
17

2.3.2内部营销与企业文化价值理论的联系
19

第3章杭报集团企业文化建设的现状与存在问题分析
22

3.1杭报集团企业文化概况
22

3.1.1集团概括
22

3.1.2集团企业文化概况
22

3.2杭报集团企业文化建设现状分析
25

3.2.1传统文化阻碍企业文化建设深入
25

3.2.2企业文化建设表象化不入人心
26

3.2.3企业文化缺乏特色未成为领袖精神
27

3.2.4杭报集团员工满意度和职业生涯意义调查
27

3.3集团企业文化建设存在的问题与原因分析
30

3.3.1企业文化建设存在的问题
30

V

硕士学位论文
Abstract

perspective is introduced in media demand, relation model of enterprise

culture construction and internal marketing in media industry is

constructed. The author tries to construct internal marketing method

strategies, thereby promoting group enterprise cultural construction,

driving the group in establishing core value system, enhancing teamwork,

promoting work effectiveness, accelerating group mechanism innovation

and transformation, improving group management process, and creating

harmonious working atmosphere. Consensus can be achieved between the

employee own development vision and group strategic objectives,

thereby driving group strategy and forming employee loyalty culture,

which has practical significance in optimizing media group management

system and improving core competitiveness.

It is believed in the paper that enterprise management staff should

realize culture guidance by moral marketing ethics in front of the

objective fact 'per capita reading capacity is less than one book in China

at present (except text book)' according to deeper understanding, thereby

employees can perceive lifetime workplace value and life meaning, and it

is the responsibility and obligations of enterprise management level at

present.

In addition, the paper has reference effect on group intending to

apply the concept of internal marketing to promote enterprise culture.

Keywords: internal marketing; enterprise culture; media group;

employee value; life meaning

IV

内部营销在杭州日报报业集团企业文化建设中的应用研究

摘要:随着文化市场开放,网媒的兴起,受众的饱和以及传媒集团的

多元发展,媒体行业的竞争日益激烈。传媒集团的企业文化建设正面

临着产业结构多元、人员结构多元、文化体系多元带来的全新挑战。

优秀的企业必定有优秀的企业文化引领,企业文化建设的优劣,已成

为传媒集团能否在激烈行业竞争中引领集团持续发展的重要原因。

内部营销理论起源于上世纪70年代的美国,经历了员工激励和

员工满意、顾客导向、战略执行/变革管理三个发展阶段,并在诸多

行业应用。国内内部营销的研宄起步较晚,国内专家注重内部营销与

其他领域、学科结合的广义应用探索。内部营销在企业文化建设中的

应用,是企业向内推广企业文化的一种手段,是企业整体价值观和员

工个体价值观相结合的一种引领,是企业通过营销手段铸造员工生命

意义的一种人文哲学。其本质是企业管理者把企业价值观和文化理念

渗透到企业内部,形成文化营销和价值导向的管理。

本文作者根据多年媒体行业管理岗位的经验,以内部营销理论为

核心思想,尝试将内部营销理论应用于媒体行业的企业文化建设中。

在结合本集团员工问卷调查和企业文化建设现状分析的基础上,探宄

在媒体集团企业文化建设中引入内部营销理论的必要性和可行性,并

尝试架构媒体行业的企业文化建设和内部营销的关系模型,运用内部

营销方法、策略促进集团企业文化建设,以推动集团核心价值体系的

建立,增进团队凝聚促进办事效能,改善集团管理流程,推进集团战

略实行,促进机制创新转型,营造和谐工作氛围,让员工自身的发展

愿景与集团的战略目标达成共识,形成员工忠诚文化。这对媒体集团

管理制度优化和核心竞争力的提高具有实践意义。

本文以为,从更深层次理解,在现阶段国人人均读书不足一本的

客观现实面前(教科书除外),企业管理者运用道德营销伦理实现文

化引领,让员工感知人生的职场价值与生命意义,是现阶段企业管理

者的责任和义务。

此外,本文对拟应用内部营销理念推广企业文化的集团具有借鉴

作用。

关键词:内部营销;企业文化;传媒集团;员工价值;生命意义

II

硕士学位论文 目录

3.3.2企业文化建设存在问题的原因分析
33

第4章基于内部营销的杭报集团企业文化建设模型及策略
36

4.1引入内部营销改善企业文化建设的必要性
36

4.2内部营销应用于集团企业文化建设的模型
37

4.2.1基于内部营销的企业文化建设的结构模型
37

4.2.2内部营销在集团企业文化建设中的实现基础
39

4.3应用内部营销实现以人为本文化建设的策略
41

4.3.1通过员工满意实现人本文化
41

4.3.2通过部门协调合作实现人本文化
42

4.3.3通过沟通与激励推动以人为本文化形成
43

4.3.4凭借内部营销策略实现集团与员工价值双赢
44

第5章基于内部营销的杭报集团企业文化建设方案实施
45

5.1遵循顾客导向建立勇于担当的价值体系
46

5.2整合部门协作增强凝聚促进效能
47

5.3运用双向沟通健全上下沟通机制
50

5.4鼓励全员参与促进机制创新与转型
53

5.5应用心灵营销实现价值双赢
55

5.5.1建设愿景统一的文化价值体系
55

5.5.2应用道德伦理营销,引导员工生命价值观
56

5.6完善企业文化,保持持久竞争力
59

5.7方案实施过程中采取的措施和保障
60

5.7.1方案实施采取的配套措施
60

5.7.2方案实施的保障
62

第6章研究结论与展望
64

6.1主要结论
64

6.2研究展望
65

66

, 69

雜 71

VI

硕士学位论文
第1章绪论

I 第1章绪论

1.1研究的背景

中国加入WTO以来,纸质新闻传媒行业受到市场经济冲击,国内多家