摘  要：以往的企业强调“顾客就是上帝”，而忽视员工的需求。随着社会的不断发展与进步，人们对服务质量的要求也越来越高。发展至今，企业的营销包括了外部营销和内部营销两个方面。这两个营销是两个相对的概念。内部营销通过满足员工需求，来吸引、激励、发展和留住有能力的的员工。内部营销的目的是通过使内部员工满意从而来调动员工的积极性，使员工更好地为顾客服务，提高顾客满意度，使他们发展成为忠诚的顾客，从而提高企业的长久利润。通过对海底捞（南京江宁店）内部营销的分析，找出其内部营销过程中存在的问题，并提出相应的建议，以此来使企业更具竞争力和提高品牌价值。

关键词：内部营销，员工满意度，顾客满意度

Abstract：Previous companies have stressed that "The customer is king" and ignored the needs of employees. With the continuous development and progress of society, people's demand for service quality is higher and higher. To date, the marketing of enterprises includes two aspects: external marketing and internal marketing. These two marketing are two relative concepts. Internal marketing attracts, motivates, develops and retains competent employees by meeting the needs of employees. The purpose of internal marketing is through the meet the needs of the internal staff to mobilize the enthusiasm of employees, make employees better service for the customer, improve customer satisfaction, so that they become loyal customers, thus enhances the enterprise the profits for a long time. Of haidilao (nanjing jiangning store) internal marketing analysis, find out the problems existing in the process of internal marketing, and puts forward corresponding Suggestions, in order to make enterprises more competitive and improve the brand value.

Keywords：Internal marketing,employee satisfaction,customer satisfaction

目 录

1  引言 3

1.1  研究背景及意义 3

1.2  海底捞简介 3

2  相关理论与研究现状 3

3  调查方法 4

4  海底捞（南京江宁店）内部营销的措施 4

4.1  多元化的收入激励 4

4.2  海底捞“一家人”氛围 6

4.3  尊重信任员工，“愿景”留人 7

5  海底捞（南京江宁店）内部营销过程中存在的问题 7

5.1  “计件工资”的不合理 7

5.2  企业缺乏高素质管理的人才 8

5.3  员工晋升制度的不公平性 8

5.4  授权制度往往会被私用 9

6  门店内部营销过程中问题解决建议 9

6.1  完善工资制度 9

6.2  培养和招聘高素质的管理人才 9

6.3  完善员工晋升制度 10

6.4  控制授权制度使用并监督使用范围 10

结论 11

参考文献 12

致谢 13

附录 海底捞内部营销研究以南京江宁店为例:http://www.chuibin.com/guanli/lunwen_205697.html