人本管理是指把人视作管理的主要对象和企业最重要的资源。随着工业经济向知识经济的过度,人性化管理在营销的运作中逐渐凸现重要性,人本管理能否实施决定着现代企业管理的成败,这也是党的执政理念“建立科学发现观,以人为本和促进人的全面自由发展观”在企业管理方面的具体体现。本文介绍了如何在营销中更好的运用人性化管理的理念,并提出了实现人性化管理的举措。 Human-based management refers to people as the main object of management and the most important resource of enterprises. With the transition from industrial economy to knowledge economy, humane management gradually highlights the importance of the operation of marketing. Whether human-oriented management can determine the success or failure of modern enterprise management is also the guiding principle of the party’s “establishment of scientific discovery, People-oriented and to promote people’s comprehensive and free development concept ”in the business management of the specific embodiment. This article describes how to make better use of the concept of humane management in marketing and puts forward measures to achieve humane management.