人们通常把营销理解为只针对外部顾客所进行的营销。实际上,营销的理念不仅包括外部营销,还包括对企业内部人员所进行的内部营销,因为只有建立了内部忠诚,才能有外部忠诚。对于酒店企业来讲,内部营销就显得更为重要。因为对于消费者来说,酒店员工的行为举止直接影响着他们对服务质量的感知和评价。只有具备服务意识和顾客导向意识的员工,才能提供顾客满意的高质量服务。因此,酒店企业要想抓住外部市场,首先必须把握住内部市场,做好内部营销工作。 People generally understand marketing as marketing only to external customers. In fact, the concept of marketing includes not only external marketing, but also internal marketing to insiders in the organization because external loyalty can only be achieved if internal loyalty is established. For the hotel business, internal marketing is even more important. Because for the consumer, the behavior of hotel staff directly affects their perception and evaluation of service quality. Only employees with service awareness and customer orientation can provide high quality service to customers. Therefore, hotel companies want to seize the external market, we must first grasp the internal market, good internal marketing.