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邮政员工服务质量的好坏严重影响着邮政企业向消费者提供高质量的、稳定的邮政产品。内部营销是基于“员工是企业的第一顾客、赢得员工才能真正赢得顾客”的营销理念,它以提高顾客满意度和忠诚度为目标,对邮政企业具有重要意义。从研究邮政企业内部营销的现状,分析其内部营销的不足,论述邮政企业加强内部营销的必要性,提出邮政企业加强内部营销的策略。
The quality of service of postal employees seriously affects the postal enterprises to provide consumers with high quality and stable postal products. Internal marketing is based on the marketing idea that “employee is the first customer in the enterprise and win the staff to really win customers”. It aims to improve customer satisfaction and loyalty, which is of great significance to postal enterprises. From the research of the present situation of the internal marketing of the postal enterprises, the author analyzes the shortage of the internal marketing, discusses the necessity of strengthening the internal marketing of the postal enterprises and puts forward the tactics that the postal enterprises should strengthen the internal marketing.