In the process of enterprise development, the integration of marketing resources is a very important link. Over the years, most domestic business operators have understood marketing as a marketing campaign targeted at external customers, but they have neglected another layer of corporate marketing, namely internal marketing. In a sense, the marketing of people inside the company is even more important.

What is internal marketing? The well-known American economist Christian once called it: "The company is promoted to employees who are internal consumers." Internal marketing is essentially through the effective operation of enterprises, employees and employees before they successfully achieve the goals of the external market. The internal exchange enables employees to recognize the company's values ​​and better encourage employees to serve the company.

Many famous big companies in the world have paid great attention to internal marketing. For example, Ford Motor Company has widely implemented the “employee purchasing plan” internally so that employees can own cars produced by the factory. Many large commercial retail companies, such as Wal-Mart, also encourage employees to spend in their own stores by offering them discounts. These practices related to internal marketing are actually treating employees as consumers. They can first reflect the customer's psychological and market demand orientations through employee consumption, so as to lay a solid foundation for effectively expanding external markets.

Internal marketing is not a single link. For any enterprise, internal marketing will directly affect external marketing. why? The reason is simple: Internal marketing is directly geared to employees and provides services directly to employees. If internal marketing of a company is done well, it is actually creating internal benefits and providing value guidance for internal employees. This will inevitably mobilize internal employees. Employees are motivated to create more value for the company. At the same time, through the internal marketing process, employees can more easily feel the needs of external customers, and then look for the best combination of these needs. Therefore, from another perspective, internal marketing is also an enterprise's human resources management from the perspective of marketing.

Of course, internal marketing is not the final outcome. Internal marketing is used to better promote external marketing. The ultimate development of enterprises must still rely on the development of external markets. If companies in the marketing process, both inside and outside, then the development of the enterprise will inevitably booming.