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題名 信義房屋內部行銷作為與員工心理擁有感表現之探究
An Exploratory Study on Internal Marketing and Employee Psychological Ownership within Sinyi Realty Incorporation
作者 呂至穎
Lu, Chih Yin
貢獻者 溫肇東
Wen, Chao Tung
呂至穎
Lu, Chih Yin
關鍵詞 內部行銷
員工心理擁有感
組織與品牌溝通
信義房屋
Internal Marketing
Employee Psychological Ownership
Organizational and Brand Communication
Sinyi Realty Incorporation
日期 2014
上傳時間 3-Feb-2015 10:26:58 (UTC+8)
摘要 在台灣以服務型為導向的企業都致力於滿足客戶與顧客的需求，以求提升利潤，其中，帶給顧客滿足的重責大任幾乎都是由員工來執行；然而，近年來越來越常聽聞員工的福利與權益收到忽視甚至遭到擠壓。由此推論，一個不快樂的員工如何提供令顧客滿意的服務呢？因此，除了重視外部行銷以外，更是要強調內部行銷的落實。所謂內部行銷就是企業如何將公司及工作有效地行銷給員工，就如同將產品與服務行銷給外部顧客一般。

台灣的房仲產業競爭激烈，並強調顧客至上，而在這樣的情況下，公司仍否會重視對員工的照顧是本篇欲討論的重點。本研究以台灣本土房仲產業─信義房屋為研究對象，旨在探討其內部行銷作為與員工的心理擁有感表現。信義房屋目前為全台規模最大的房仲公司，創辦人周俊吉先生除了強調提供給顧客最優質的服務以外，也重視公司的永續經營與發展。此外，信義房屋是唯一一家上市的房仲公司並且連續被天下雜誌評選為天下企業公民。本研究採用半結構式深度訪談去發現公司的內部行銷作為，並進一步探究公司內部員工對公司本身以及信義房屋品牌的心理擁有感表現。
Service-oriented companies mostly focus on carrying out external marketing which aims to provide best services to external customers. Traditionally speaking, this way seems to ensure higher revenue for companies. However, they are inclined to overlook the importance of employees who are reckoned as internal customers when applied to internal marketing. Nowadays, it is argued that focusing only on external customers would not ensure prosperity of the company. The application of internal marketing, clearly the opposite concept of external marketing, aims to sell the jobs and the company to its employees. More and more companies, especially service-oriented ones, acknowledge that the firm itself is supposed to bring satisfaction to its internal customers in accord with organizational objective before delivering satisfaction to external customers since most financial transactions occur between employees and customers. Specifically speaking, behaviors of employees have direct influences on customers and their ensuing consuming perceptions. In this regard, service firms should put much more emphasis on application of internal marketing.

This study chooses Sinyi Realty as the research target in an attempt to explore its practices of internal marketing and ensuing performances of employee psychological ownership. Realty companies in Taiwan intensively compete with each other and thus put more emphasis on external customers. As for Sinyi Realty, a locally-developed and large-scale realty company, its founder and chairman Mr. Chou, Chun-Chi not only focuses on providing best services, but emphasizes sustainable management which is different from making fast money addressed by other realty companies. Besides, it is worth mentioning that it is the only listed realty company in Taiwan and has been awarded by Excellence in Corporate Social Responsibility many times. In this regard, this study adopts semi-structured in-depth interview to discover the real situation of internal marketing within the company. Most importantly, this study aims to explore performances of psychological ownership toward the company and the corporate brand among employees of Sinyi Realty. In fact, it follows two questions which are “how much do you feel the company is yours?” and “to what extent do you view the corporate brand as part of extended-self?”

According to the case analysis, application of internal marketing found in Sinyi Realty exerts huge influences on employee psychological ownership, and also the impact of other critical factors cannot be underestimated. Based on the facts and discussion above, there are 8 derivative propositions in total that explicitly explain the relationships between internal marketing and psychological ownership; and other 3 propositions also manifest their close relations with psychological ownership for the organization and the corporate brand. Though these 11 derivative propositions are not discreetly examined by quantitative research method, they indeed present a general situation of Sinyi Realty and provide different research aspects for future study. At last, 4 managerial implications are proposed in expectation of enhancing the degree of psychological ownership among employees of Sinyi Realty by means of improved application of internal marketing.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
101461005
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101461005
資料類型 thesis
dc.contributor.advisor 溫肇東zh_TW
dc.contributor.advisor Wen, Chao Tungen_US
dc.contributor.author (Authors) 呂至穎zh_TW
dc.contributor.author (Authors) Lu, Chih Yinen_US
dc.creator (作者) 呂至穎zh_TW
dc.creator (作者) Lu, Chih Yinen_US
dc.date (日期) 2014en_US
dc.date.accessioned 3-Feb-2015 10:26:58 (UTC+8)-
dc.date.available 3-Feb-2015 10:26:58 (UTC+8)-
dc.date.issued (上傳時間) 3-Feb-2015 10:26:58 (UTC+8)-
dc.identifier (Other Identifiers) G0101461005en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/73299-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 101461005zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 在台灣以服務型為導向的企業都致力於滿足客戶與顧客的需求，以求提升利潤，其中，帶給顧客滿足的重責大任幾乎都是由員工來執行；然而，近年來越來越常聽聞員工的福利與權益收到忽視甚至遭到擠壓。由此推論，一個不快樂的員工如何提供令顧客滿意的服務呢？因此，除了重視外部行銷以外，更是要強調內部行銷的落實。所謂內部行銷就是企業如何將公司及工作有效地行銷給員工，就如同將產品與服務行銷給外部顧客一般。

台灣的房仲產業競爭激烈，並強調顧客至上，而在這樣的情況下，公司仍否會重視對員工的照顧是本篇欲討論的重點。本研究以台灣本土房仲產業─信義房屋為研究對象，旨在探討其內部行銷作為與員工的心理擁有感表現。信義房屋目前為全台規模最大的房仲公司，創辦人周俊吉先生除了強調提供給顧客最優質的服務以外，也重視公司的永續經營與發展。此外，信義房屋是唯一一家上市的房仲公司並且連續被天下雜誌評選為天下企業公民。本研究採用半結構式深度訪談去發現公司的內部行銷作為，並進一步探究公司內部員工對公司本身以及信義房屋品牌的心理擁有感表現。		zh_TW
dc.description.abstract (摘要) Service-oriented companies mostly focus on carrying out external marketing which aims to provide best services to external customers. Traditionally speaking, this way seems to ensure higher revenue for companies. However, they are inclined to overlook the importance of employees who are reckoned as internal customers when applied to internal marketing. Nowadays, it is argued that focusing only on external customers would not ensure prosperity of the company. The application of internal marketing, clearly the opposite concept of external marketing, aims to sell the jobs and the company to its employees. More and more companies, especially service-oriented ones, acknowledge that the firm itself is supposed to bring satisfaction to its internal customers in accord with organizational objective before delivering satisfaction to external customers since most financial transactions occur between employees and customers. Specifically speaking, behaviors of employees have direct influences on customers and their ensuing consuming perceptions. In this regard, service firms should put much more emphasis on application of internal marketing.

This study chooses Sinyi Realty as the research target in an attempt to explore its practices of internal marketing and ensuing performances of employee psychological ownership. Realty companies in Taiwan intensively compete with each other and thus put more emphasis on external customers. As for Sinyi Realty, a locally-developed and large-scale realty company, its founder and chairman Mr. Chou, Chun-Chi not only focuses on providing best services, but emphasizes sustainable management which is different from making fast money addressed by other realty companies. Besides, it is worth mentioning that it is the only listed realty company in Taiwan and has been awarded by Excellence in Corporate Social Responsibility many times. In this regard, this study adopts semi-structured in-depth interview to discover the real situation of internal marketing within the company. Most importantly, this study aims to explore performances of psychological ownership toward the company and the corporate brand among employees of Sinyi Realty. In fact, it follows two questions which are “how much do you feel the company is yours?” and “to what extent do you view the corporate brand as part of extended-self?”

According to the case analysis, application of internal marketing found in Sinyi Realty exerts huge influences on employee psychological ownership, and also the impact of other critical factors cannot be underestimated. Based on the facts and discussion above, there are 8 derivative propositions in total that explicitly explain the relationships between internal marketing and psychological ownership; and other 3 propositions also manifest their close relations with psychological ownership for the organization and the corporate brand. Though these 11 derivative propositions are not discreetly examined by quantitative research method, they indeed present a general situation of Sinyi Realty and provide different research aspects for future study. At last, 4 managerial implications are proposed in expectation of enhancing the degree of psychological ownership among employees of Sinyi Realty by means of improved application of internal marketing.		en_US
dc.description.tableofcontents ACKNOWLEDGEMENT i
ABSTRACT ii
TABLE OF CONTENT iv
LIST OF FIGURES AND TABLES vi

Chapter 1 Introduction 1
1.1 Background and Research Motives 1
1.2 Research Objectives and Questions 5
1.3 Research Framework 6
1.4 Significance of Study 8
Chapter 2 Literature Review 11
2.1 Internal Marketing 11
2.1.1 Investment in Employee Development 17
2.1.2 Corporate Culture 19
2.1.3 Organizational Communication 21
2.1.4 Brand Communication 25
2.2 Employee Psychological Ownership 28
2.2.1 Organizational Psychological Ownership and Brand Psychological Ownership 29
Chapter 3 Research Methodology 34
3.1 Research Methods 34
3.2 Research Procedures 36
3.3 Respondents and Research Instrument 39
3.3.1 Respondents 39
3.3.2 Research Instrument---Interview Design 41
Chapter 4 Case Analysis 44
4.1 Introduction to Sinyi Realty 44
4.2 Analysis of Internal Marketing 47
4.2.1 What to Sell 50
4.2.2 How to Sell 66
4.3 Analysis of Employee Psychological Ownership 81
4.3.1 Organizational Psychological Ownership 82
4.3.2 Brand Psychological Ownership 90
4.4 Relations between Internal Marketing and Employee Psychological Ownership & Derivative Propositions 95
Chapter 5 Conclusion 110
5.1 Conclusion 110
5.2 Managerial Implications 113
5.3 Suggestions for Future Study 119
References 122
Appendix A: Previous Designed Questions 135
Questions Regarding Internal Marketing 135
Questions Regarding Employee Psychological Ownership 138
Appendix B: Interview Guide 141
(English Version) 141
(Chinese Version) 142		zh_TW
dc.format.extent 1827028 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101461005en_US
dc.subject (關鍵詞) 內部行銷zh_TW
dc.subject (關鍵詞) 員工心理擁有感zh_TW
dc.subject (關鍵詞) 組織與品牌溝通zh_TW
dc.subject (關鍵詞) 信義房屋zh_TW
dc.subject (關鍵詞) Internal Marketingen_US
dc.subject (關鍵詞) Employee Psychological Ownershipen_US
dc.subject (關鍵詞) Organizational and Brand Communicationen_US
dc.subject (關鍵詞) Sinyi Realty Incorporationen_US
dc.title (題名) 信義房屋內部行銷作為與員工心理擁有感表現之探究zh_TW
dc.title (題名) An Exploratory Study on Internal Marketing and Employee Psychological Ownership within Sinyi Realty Incorporationen_US
dc.type (資料類型) thesisen
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