本研究主要目的在探討人力資源發展部門實施內部行銷作為的現況,並分別從人力資源發展部門針對部門內員工及企業內員工實施內部行銷作為的兩個角度著手。研究方法採用問卷調查法,自編問卷乃彙總文獻探討而來,並經多位學界、業界專家修訂。問卷發放採用商業周刊在1999年出版的「台灣1000大製造業、500大服務業、120大金融業」光碟,以光碟內各公司之人力資源發展部門人員為對象,所得的資料將透過「次數分配」、「百分比」、「平均數」、「標準差」、「T檢定」及「單因子變異數分析」等統計方法加以分析,以獲得最後的結果。 本研究結論如下: 壹、人力資源發展部門實施內部行銷是以行銷觀點管理部門員工的一種哲學,主要內涵為重視員工的價值,透過諸多激勵措施讓員工感到工作滿意,進而由滿意的員工提供優良的服務給企業員工,以達成企業、人力資源發展部門、顧客(企業員工)三贏的局面。 貳、台灣企業人力資源發展部門在部門內實施內部行銷作為的程度很高,表示人力資源發展部門已經運用內部行銷的觀念,進行部門人員的管理工作以及營造具有內部行銷風格的部門文化。 參、人力資源發展部門針對其所發展的訓練課程及服務,實施企業內之內部行銷作為時,必須運用「產品」、「價格」、「通路」、「促銷」作為,以提昇人力資源發展部門的功效。 肆、人力資源發展部門必須善用行銷組合以喚起員工對人力資源發展的關心及注意,並藉此做為和管理階層溝通的工具,以提昇自身在組織中的地位,進而成為其他部門的策略夥伴。 最後根據研究結論提出相關建議事項,以供企業界、人力資源發展部門、學校及後續研究參考。
The purpose of this study was to explore the degree of internal marketing implementation in HRD department. The study was separated into two dimensions: implementing internal marketing to the employees in HRD department and the employees in the enterprises. Data were collected through 400 copies of mailed questionnaire to HRD professionals. The findings were drawn from 102 usable returned questionnaire. The findings of the study are presented as follows: 1.According to the literature review, HRD department should use internal marketing to motivate and satisfy HRD employees. Then HRD employees will satisfy the employees in enterprises with high-quality training programs and services. 2.HRD departments in Taiwan have already used the concept of internal marketing to manage the HRD employees. The degree of internal marketing implementation in HRD department is very high. 3.HRD departments must use the marketing mix ( price ,product, place and promotion) when they development the training program and service for employees in enterprises. Marketing mix will help HRD departments raise their effectiveness. 4.If HRD departments use marketing mix well, employees in enterprises will pay great attention to HRD departments . And marketing mix is a great tool that HRD departments could use to communicate their effectiveness with decision-making managers and upgrade their status in the enterprises. Finally, the study is concluded with related suggestions to HRD executives, schools and possible extension of the study.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。