Research on the Internal Marketing of Human Resources Department Based on Perspective of Both Supply and Demand

Abstract

Internal marketing is an influential activity inside one organization. The internal marketing by human resources (HR) department is of great significance in promoting products and services and enhancing internal customers' satisfaction. This study has integrated marketing subject and object via the application of Business Model Canvas proposed by Osterwalder and Pigneur. By means of literature research and from the perspective of both supply and demand, it has analyzed how human resources department can take the initiative to meet internal customers' needs in order to achieve department value, and finally has constructed a theoretical model for the internal marketing of HR department and proposed some research prospects.