전략경영 측면의 서비스업 인터널마케팅에 관한 연구 = A Study on Internal Marketing of Service Companies focused on Strategic Management

다국어 초록 (Multilingual Abstract)

Changes in the overall environment of service companies can seriously affect service companies' management. The basic premise of the strategic management concept is that strategic planning is the managerial process of developing and maintaining an optimal 'fit' between the deployment of an organization's resources and the opportunities in its changing environment.
Internal marketing is marketing activity for the employees in the organizations. It sees the employees as the internal customer and the job as the internal product. Looked at from this perspective, the job must satisfy the needs and wants, and solve the problems of the employees. It's overall objective is to develop motivated and customer-conscious personnel.
The purpose of this study is to provide efficient internal marketing strategies in the service companies focused on strategic management. Therefore, the suggestions of efficient internal marketing strategy are as follows:
1. The subdivision on internal customers' investigation.
2. MBO(management by objectives) strategy for different employees.
3. Strategic incentive policy.
4. Strategic internal support systems.
5. The settle of strategies for the changes in service companies' environment.