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内部行销与内部品牌化关係之研究

【中文摘要】:品牌不仅是消费者认识产品的重要媒介,更是帮助顾客减少对产品不确定感。由于不动产对于一般民众而言是属高价位商品,民众的购买决策除了价格及地点的一般项目外,建设公司的品牌也成为民众购买时考量重点。而建设公司在进行企业品牌经营与品牌价值建构的外部行销前,应确保内部员工能进行有效地内部品牌化训练,为企业建立一种从内而外稳固的品牌文化。本研究以企业文化观点探讨如何有效的利用内部行销帮助企业做到内部品牌化,根据研究结果提出11个命题:
1.建设公司认为内部品牌化是一种企业内部文化的建构或再造。
2.建设公司会利用内部品牌化来转化员工思维以及加强员工积极主动的行为。
3.为了形成持续且有系统地规划内部品牌化流程,建设公司在进行内部品牌化时,多以人力资源部门负责。
4.建设公司对内部品牌化的认知会对内部品牌化具有显着的正向影响。
5.建设公司透过内部沟通进行内部品牌化时,多以正式会议以及打造一个开放式的轻鬆沟通环境为主。
6.领导者积极涉入内部品牌化的流程,可加深员工对品牌的承诺,有助于内部品牌化之执行。
7.建设公司透过教育训练进行内部品牌化时,认为专业性教育训练比概念性品牌教育训练更能传达品牌精神。
8.建设公司人事管理与品牌关联此部分是需要加强的,招募时以专业为主,绩效评估及奖励措施则无关品牌的考量。
9.建设公司在让透过员工涉入外部沟通进行内部品牌化时,认为自售会比代售更容易让员工了解公司品牌精神,并直接传达给顾客。
10.建设公司对内部品牌化的认知会对内部行销具有显着的正向影响。
11.建设公司所採用的内部行销对内部品牌化具有显着的正向影响。
【英文摘要】:The brand is not only the important medium, but also the guaranty of quality for customers to decrease the anxiety of products. Besides, the real estate is classified as high-priced products, so except the price and location which are general items of consumers’ purchasing decision, the brand of construction company is also the one of key points when people purchase the construction programs. Before construction companies progress the external marketing which is corporate brand management and brand value building, they should make sure their internal employees can internalize the branding effectively and set up a strong brand value for these companies from inside to outside. Therefore, this study intends to probe how to accomplish internal branding perfectly by internal marketing from the view of corporate culture and proposes 11 propositions basing on the research result as follow:
1.The construction company considers the internal branding is a kind of building or recreating of corporate culture.
2.The construction company adopts internal branding to transform employees’ thinking and enhance their active behavior.
3.In order to form a system which can plan internal brand process persistently and systematically, the construction company always assigns this work to HR department.
4.The awareness of internal branding which the construction companies possess will have positive effect on internal branding.
5.When the construction company adopts the internal communication to do the internal branding, formal meetings and creating an open and easy environment to communication are the common ways.
6.When the leaders involve into the process of internal branding, it is helpful to implement the internal branding and raise employees’ brand promise.
7.When the construction company adopts the internal communication to do the internal branding, the professional technical trainings convey the brand spirit more than general brand training.
8.The personnel management in the construction company doesn’t connect with brand and need to be improved. Recruiting is basing on professional.
9.When the construction company adopts the employee involvement in external communication to do the internal branding, selling the project by itself would let employees realize the brand spirit more than selling through the real estate company.
10.The awareness of internal branding which the construction companies possess will have positive effect on internal marketing.
11.The internal marketing which the construction companies adopt will have positive effect on internal branding.
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  • 来源:中山大学;作者:黄圣谕
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