以「故事敘說」輔助內部行銷實踐之研究

A Study on Using Storytelling as a Means of Facilitating the Practice of Internal Marketing

高文彬(Wen-Bing Gau)

《人力資源管理學報》 9卷1期 (2009/03) Pp. 1-22

https://doi.org/10.6147/JHRM.2009.0901.01

摘要

本論文以一連鎖企業體系爲個案進行研究，試圖了解該組織如何利用「故事敘說(storytelling)」分享隱性知識，進而輔助內部行銷(internal marketing)運作。本研究採用半結構式訪談以及觀察法作爲收集初級資料的主要工具。據分析結果，本文得到如下的結論：使用故事方式以運行內部行銷機制的策略並非單純地發展故事性議題，而是仰賴於企業中溝通、學習以及創新三者的整合。換言之，以「故事」增進管理效能的前提必須考慮組織中社會資源整合的能力。故事發展牽涉到多元的互動意涵，因此能夠傳遞組織價值，並且連結內部行銷運作與個人學習。

關鍵字

內部行銷 ； 知識分享 ； 故事敘說 ； 隱性知識

並列摘要

This research investigates how tacit knowledge is shared in an organization and how employees are involved in the internal marketing system by using the method of storytelling. The researcher focuses on a chain drugstore as a case to study, and attempts to explore how the organization takes advantage of storytelling to facilitate its internal marketing operation. Both semi-structured interview method and observation method are employed in this research. The study concludes a few findings that include: first, using storytelling as a method to facilitate internal marketing should not only develop anecdotic stories, but it also needs to strengthen the association among the abilities of communication, creation and learning. In other words, it is necessary to examine the capability of integration with organizational resources. Secondly, the development of story includes varied interactions which enable organizational value to be shared in the organization. Storytelling can then be viewed as a linkage between internal marketing performance and individual learning.

並列關鍵字

internal marketing ； knowledge sharing ； storytelling ； tacit knowledge

參考文獻

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