基于内部营销的质量管理体系研究
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摘要
本文的内部营销是指:公司高层管理者运用营销的理论和方法,向公司内部各部门各员工营销公司现阶段正在实施的质量管理体系、将要贯彻的新的质量管理体系标准、将要进行的变革,以及公司的质量愿景等。是把内部营销单纯当作一种管理工具,研究其在质量管理领域发挥的作用。内部营销可以增加员工对工作的满意度,减少员工对变化的抵制,使之快速接受工作任务、适应变革,追求质量管理体系中各部门和员工之间的合作。
本文要做的工作有:分析国内制造业质量管理在新的经济形势下面临的挑战和发展趋势;建立和落实企业质量管理体系的重要意义;提出在制造企业的企业文化中,人本管理成为决定质量管理和其他各种领域管理最终能否取得成功的关键要素,进而确立以人本为基础的内部营销的地位作用;试阐述清楚内部营销和质量管理的关系,并说明内部营销在质量管理体系运行中的作用和意义;通过实地调查了解企业中实施质量管理体系存在的问题,在此基础上设计内部营销的实施模型和方案,给企业管理人员提供一个提高质量管理体系运作的成效的方法,为企业将来在其他管理领域中实施内部营销提供借鉴和思路。
企业运用内部营销作为管理工具,将有效加强内部人员的信息沟通、消除障碍、加深员工对质量管理体系的正确认识、减小变革阻力、提高管理效率,并且可以争取员工认同和积极付出,使企业上下协力做好体系工作,不断迎接新的挑战。本文试图将内部营销运用到体系工作的落实中去,将营销的7要素组织起来,以一个整体方案的形式以解决企业体系中存在的问题。
The internal sale of this paper denotes, the company's manager utilization of the senior level sale theory and method, show stage to company's internal each department and each employee sale company the new quality management system that will be adopted, implement new standard, the transform that will go on, as well as the quality of company's future is willing scene etc.. Internal sale sheet will be the role that a kind of management tool develops in enterprise quality field biggest melt.
This paper will be had by the work of doing: Analyzing the domestic quality management of manufacturing industry under new economic atmosphere face tendency and challenge; Establishing and implementing the important meaning of enterprise quality management system; Putting forward when making the corporate culture of enterprise, the factor that person manages becomes decision such as quality management with other various management fields last whether get successful crucial essential factor, and then establish to be basic internal sale with person position role; Trying to elaborate the relation of clear internal sale and quality management, and explain meaning and the role of internal sale in quality management system operation; Through the investigation enterprise on-the-spot understanding in enterprise the problem of implementing quality management system existence.
Enterprise utilization internal sale will be linked up as management tool in the information of reinforced internal people, deepening the correct knowledge of employee for transform, the raising of reducing little resistance and integration management resource efficiency, striving for employee identification, striving for employee help, making enterprise various levels of government make new work jointly, and meeting new challenge.
本文要做的工作有:分析国内制造业质量管理在新的经济形势下面临的挑战和发展趋势;建立和落实企业质量管理体系的重要意义;提出在制造企业的企业文化中,人本管理成为决定质量管理和其他各种领域管理最终能否取得成功的关键要素,进而确立以人本为基础的内部营销的地位作用;试阐述清楚内部营销和质量管理的关系,并说明内部营销在质量管理体系运行中的作用和意义;通过实地调查了解企业中实施质量管理体系存在的问题,在此基础上设计内部营销的实施模型和方案,给企业管理人员提供一个提高质量管理体系运作的成效的方法,为企业将来在其他管理领域中实施内部营销提供借鉴和思路。
企业运用内部营销作为管理工具,将有效加强内部人员的信息沟通、消除障碍、加深员工对质量管理体系的正确认识、减小变革阻力、提高管理效率,并且可以争取员工认同和积极付出,使企业上下协力做好体系工作,不断迎接新的挑战。本文试图将内部营销运用到体系工作的落实中去,将营销的7要素组织起来,以一个整体方案的形式以解决企业体系中存在的问题。
The internal sale of this paper denotes, the company's manager utilization of the senior level sale theory and method, show stage to company's internal each department and each employee sale company the new quality management system that will be adopted, implement new standard, the transform that will go on, as well as the quality of company's future is willing scene etc.. Internal sale sheet will be the role that a kind of management tool develops in enterprise quality field biggest melt.
This paper will be had by the work of doing: Analyzing the domestic quality management of manufacturing industry under new economic atmosphere face tendency and challenge; Establishing and implementing the important meaning of enterprise quality management system; Putting forward when making the corporate culture of enterprise, the factor that person manages becomes decision such as quality management with other various management fields last whether get successful crucial essential factor, and then establish to be basic internal sale with person position role; Trying to elaborate the relation of clear internal sale and quality management, and explain meaning and the role of internal sale in quality management system operation; Through the investigation enterprise on-the-spot understanding in enterprise the problem of implementing quality management system existence.
Enterprise utilization internal sale will be linked up as management tool in the information of reinforced internal people, deepening the correct knowledge of employee for transform, the raising of reducing little resistance and integration management resource efficiency, striving for employee identification, striving for employee help, making enterprise various levels of government make new work jointly, and meeting new challenge.
引文
1雷鸣,董亚杰.运用内部营销推进企业全面质量管理.商业时代——理论.2005,(12)
2梁威.论内部营销策略组合及其应用模型.现代管理科学.2003,(4)
3朱金桥.郭鹏.基于以人为本理念的企业内部营销系统的构建.中外企业家.2005,(7)、(8)
4 Berry , L , L ,(1981):The employee as customer. Journal of Retail Banking,2003,(March):25~28
5王德胜.内部营销理性思辨及运作模型研究.山东大学学报.2006,(3)
6郭国庆.李祺.内部营销推动员工价值创造.商业研究.2005,(24)
7 Berry,Leonard L,Parasuraman A. Services Marketing Starts from within Marketing management.清华大学出版社. 1992,(Winter),45~61
8朱虹,民营企业内部营销与企业文化创新的探讨.对外经贸大学出版社.2004,23~25
9 Piercy,N and Morgan,N. Internal marketing: The missing half of the marketing programme,Long Range Planning,1991,24,(2):82~93
10高永红.企业质量体系的持续改进和发展途径探讨.天津大学管理学院学报.2003,(6)
11郝丰刚.绩效管理与持续改进——让战略有效执行.清华大学经济管理学院学报.2005,(6)
12黄健宇.论“持续改进”的系统性思考.质量管理.2003,(6)
13陆晓华.持续改进的两种基本途径及实施应注意的问题.山东农机.2004,(4)
14熊先祥.论企业质量管理与持续改进.研究与探讨.2004,(2)
15姚仲.企业发展过程中如何实施持续改进.认证与检测.2004,(9)
16余宛泠,兰嘉庆.持续改进经营的作业管理技术.财会通讯.2005,(2)
17吉姆·韦德.实施ISO9001标准与持续改进.中国质量.2004,(9)
18付锦峰.定点超越在企业持续改进中的应用.郑州经济管理干部学院学报.2003,12,18,(4)
19 PhlipKotler. Marketing Management: Analysis, Planning, Implementation, and Control (KinthEdition).87~94
20 Pascale G. Quester,Amanda Kelly. Internal Marketing Practices in the Australian Financial Sector: an exploratory study Journal of applied management studies. 1999,Vo1.8,No.2,52~61
21 Roger F Brooks,Ian N Lings. Internal marketing and customer driven wave fronts. The Service Industries Journal.1999,Oct
22 Goldenberg,Barton. Preparing your internal marketing efforts. Sales and marketing Management. 1995,Apr.:Vol.147
23 Sasser,W. E and Arbeit,S. F.Se11ing Jobs in the service sector. Business Horizons.1976,June,61~62
24蔡小军.蚌埠卷烟材料厂质量管理体系研究.南京理工大学学报.2004
25 Gronroos,C. Relationship Marketing Logic. Asia-Australia Marketing Journal. 1996,(1):10
26 [美]丹尼斯J.克希尔.内部营销[M ].北京:机械下业出版社.2000
27 David E. Bowen. Market-focused HRM in Service Organizations Satisfying Internal and External customers. Journal of Market-Focused Management. 1996,(1):75~83
28 Dennis J Cahill. Internal Marketing Your Company’s Next Stage of Growth. The Haworth Press.1996,173~186
29张根保.现代质量工程.机械工业出版社.2000,(7),91~97
30张富山.领导层指南——成功的保证.北京:中国计划出版社.2001,174~182
31嵇国光,赵菁.2000版ISO9000族标准培训教材.中国标准出版社.2001,58~61
32罗国英,林修齐.质量管理体系教程.中国经济出版社.2000,121~124
33王灿.基于过程的质量体系信息化管理系统关键技术研究.重庆大学学报.2002
34郎志正.质量管理技术与方法.北京:中国标准出版社.1998,66~67
35温德成等主编.质量管理体系的有效性控制.北京:中国计量出版社.2004,133~154
36 Willian Mc Neese,Carol Marks. The Power of Process Management [C]. Quality Congress ASQ’s Annual Quality Congress Proceedings. Milwaukee.2001:300~311
37 The European Foundation for Quality Management. The European QualityAward. 2001:1~23
38张瑛.质量体系过程增值与有效运行.世界标准化与质量管理.2001,(9):25~26
39杨世元,曹敏.现代信息技术对质量管理发展的影响.世界标准化与质量管理.2000,(4):8~9
40赵华坚,奚立峰.应用防错技术实现质量零缺陷.工业工程与管理.2002,(4):46~49
41陆兵浅.SPC的应用.世界标准化与质量管理.2001,(5):18~21
42 Gronroos,C. Internal marketing: an integral part of marketing theory. Marketing of Services. 1981: 236~248
43王生凤,吴建忠,徐宗昌.试论质量管理研究的发展.科技导报.2002,(11):18~21
44 Grace Au et al. Facilitating implementation of total quality management through information technology. Information and Management. 1999,(36):287~299
45 A.M.Hormozi. Understanding and Implementing ISO9000: A Management’s Guide. SAM Advanced Management Journal.1995:4~11
46 Amy Zucherman. ISO9000 Skepticism: International Standards Organization. Industry Week.1994,243(13):73~79
47 LoJ SK. Application of ISO9000 Quality Management System for Small Sized Companies.225~267
48 Transactions of Nanjing University of Aeronautics and Astronautics.1998,15,(1):100~104
2梁威.论内部营销策略组合及其应用模型.现代管理科学.2003,(4)
3朱金桥.郭鹏.基于以人为本理念的企业内部营销系统的构建.中外企业家.2005,(7)、(8)
4 Berry , L , L ,(1981):The employee as customer. Journal of Retail Banking,2003,(March):25~28
5王德胜.内部营销理性思辨及运作模型研究.山东大学学报.2006,(3)
6郭国庆.李祺.内部营销推动员工价值创造.商业研究.2005,(24)
7 Berry,Leonard L,Parasuraman A. Services Marketing Starts from within Marketing management.清华大学出版社. 1992,(Winter),45~61
8朱虹,民营企业内部营销与企业文化创新的探讨.对外经贸大学出版社.2004,23~25
9 Piercy,N and Morgan,N. Internal marketing: The missing half of the marketing programme,Long Range Planning,1991,24,(2):82~93
10高永红.企业质量体系的持续改进和发展途径探讨.天津大学管理学院学报.2003,(6)
11郝丰刚.绩效管理与持续改进——让战略有效执行.清华大学经济管理学院学报.2005,(6)
12黄健宇.论“持续改进”的系统性思考.质量管理.2003,(6)
13陆晓华.持续改进的两种基本途径及实施应注意的问题.山东农机.2004,(4)
14熊先祥.论企业质量管理与持续改进.研究与探讨.2004,(2)
15姚仲.企业发展过程中如何实施持续改进.认证与检测.2004,(9)
16余宛泠,兰嘉庆.持续改进经营的作业管理技术.财会通讯.2005,(2)
17吉姆·韦德.实施ISO9001标准与持续改进.中国质量.2004,(9)
18付锦峰.定点超越在企业持续改进中的应用.郑州经济管理干部学院学报.2003,12,18,(4)
19 PhlipKotler. Marketing Management: Analysis, Planning, Implementation, and Control (KinthEdition).87~94
20 Pascale G. Quester,Amanda Kelly. Internal Marketing Practices in the Australian Financial Sector: an exploratory study Journal of applied management studies. 1999,Vo1.8,No.2,52~61
21 Roger F Brooks,Ian N Lings. Internal marketing and customer driven wave fronts. The Service Industries Journal.1999,Oct
22 Goldenberg,Barton. Preparing your internal marketing efforts. Sales and marketing Management. 1995,Apr.:Vol.147
23 Sasser,W. E and Arbeit,S. F.Se11ing Jobs in the service sector. Business Horizons.1976,June,61~62
24蔡小军.蚌埠卷烟材料厂质量管理体系研究.南京理工大学学报.2004
25 Gronroos,C. Relationship Marketing Logic. Asia-Australia Marketing Journal. 1996,(1):10
26 [美]丹尼斯J.克希尔.内部营销[M ].北京:机械下业出版社.2000
27 David E. Bowen. Market-focused HRM in Service Organizations Satisfying Internal and External customers. Journal of Market-Focused Management. 1996,(1):75~83
28 Dennis J Cahill. Internal Marketing Your Company’s Next Stage of Growth. The Haworth Press.1996,173~186
29张根保.现代质量工程.机械工业出版社.2000,(7),91~97
30张富山.领导层指南——成功的保证.北京:中国计划出版社.2001,174~182
31嵇国光,赵菁.2000版ISO9000族标准培训教材.中国标准出版社.2001,58~61
32罗国英,林修齐.质量管理体系教程.中国经济出版社.2000,121~124
33王灿.基于过程的质量体系信息化管理系统关键技术研究.重庆大学学报.2002
34郎志正.质量管理技术与方法.北京:中国标准出版社.1998,66~67
35温德成等主编.质量管理体系的有效性控制.北京:中国计量出版社.2004,133~154
36 Willian Mc Neese,Carol Marks. The Power of Process Management [C]. Quality Congress ASQ’s Annual Quality Congress Proceedings. Milwaukee.2001:300~311
37 The European Foundation for Quality Management. The European QualityAward. 2001:1~23
38张瑛.质量体系过程增值与有效运行.世界标准化与质量管理.2001,(9):25~26
39杨世元,曹敏.现代信息技术对质量管理发展的影响.世界标准化与质量管理.2000,(4):8~9
40赵华坚,奚立峰.应用防错技术实现质量零缺陷.工业工程与管理.2002,(4):46~49
41陆兵浅.SPC的应用.世界标准化与质量管理.2001,(5):18~21
42 Gronroos,C. Internal marketing: an integral part of marketing theory. Marketing of Services. 1981: 236~248
43王生凤,吴建忠,徐宗昌.试论质量管理研究的发展.科技导报.2002,(11):18~21
44 Grace Au et al. Facilitating implementation of total quality management through information technology. Information and Management. 1999,(36):287~299
45 A.M.Hormozi. Understanding and Implementing ISO9000: A Management’s Guide. SAM Advanced Management Journal.1995:4~11
46 Amy Zucherman. ISO9000 Skepticism: International Standards Organization. Industry Week.1994,243(13):73~79
47 LoJ SK. Application of ISO9000 Quality Management System for Small Sized Companies.225~267
48 Transactions of Nanjing University of Aeronautics and Astronautics.1998,15,(1):100~104