Introduction to organizational culture Enterprise vitality ultimately comes from people’s enthusiasm. Only when people’s enthusiasm is mobilized can the enterprise be full of vitality at last. However, people’s enthusiasm is often controlled by people’s value concept. Only when people are willing to do something in value concept, then people have enthusiasm. If people do not agree with the value, they can’t do it right. Although he was passively forced to execute orders to do it, he did not have intrinsic motivation.
Therefore, in order to enable everyone in the enterprise to actively engage in an activity, we must first let him value it first. Therefore, as the value concept that employees believe in, corporate culture will inevitably directly relate to the vitality of the enterprise and exist as the internal source of the vitality of the enterprise. This is the reason why organizational culture is important.Literature reviewDefinition of organizational cultureјAccording to Mohsin & Hafiz Mushtaq (2017), the author defines values as the reflection of the prevailing organizational culture within an organization.
Organizational culture relies on employees ‘perceptions of the organization and its vision, mission and objectives, so it pays attention to the unified mentality of individuals because the organization is the collection of people. Employees’ job descriptions are based on organizational goals, which range from vision, the mission to departmental level, not the individual level. As organizations are assumed to solve problems relating internal integration or external adaptation, So Schneider, B., Ehrhart, M. G., & Macey, W. H. (2013)define it as a setting in which newcomers are trained to think and feel proper way irrespective of myths and stories communicated by people.Definition of internal marketing: Internal marketing is a set of activities which the human resource department use in organizations to efficiently and effectively motivate, educate and train their employees to launch better services to customers. (Tsai, 2014). According to Mohsin & Hafiz Mushtaq, the main goal of the concept is that employees must act as internal customers and visualize their value in the organization. An employee’s good knowledge of the organization and ownership of the organization is considered a milestone for the organization. Second, they must realize that in the internal market of employees and internal suppliers through the relationship coordination, the colleagues and organizations that ultimately realize the demand create the competitive advantage of the organization through the service organization internal market and meet the needs of internal customers. (2017)Resources support author view: In the past literature, the relationship between internal marketing and organizational culture was not explicitly discussed, but internal marketing has important help in the cultivation of organizational culture. It also affects employee behavior, which is important for the development of organizational culture. Organizational culture is considered the cornerstone of organizational performance. According to (Jacobs et al., 2013), in UK hospitals, organizational performance has a strong relationship with the strong culture of the top management team. There are significant differences in organizational culture across time spans, but there are differences in different hospitals. It has been documented that hospitals, as important public sectors, have organizational performance and culture. Previous literature on organizational culture has emphasized this point, that is, organizational culture is very important and effective for business performance. Research by Xenikou and Simosi (2006) shows that only two of the four major cultural characteristics of Greek financial institutions have a strong impact on the financial performance of firms. Gineviius and Vaitk”naite (2006) emphasize the cultural impact of organizational affirmation and cooperation culture. Kotter (2012) also pointed out that organizational culture has a certain positive effect. Methodology Through a large number of analysis of the existing literature, the author concludes that there is a certain relationship between internal marketing and enterprise performance, but people have paid little attention to the intermediary role of organizational culture. The author believes that the intermediary role of culture will enhance the impact of internal marketing on performance and establish a mathematical model to explore how internal marketing plans can contribute to the cultivation of organizational culture and ultimately lead to the improvement of corporate performance.Author’s Findings: There is a significant positive impact of internal marketing on organizational performance and there is a significant positive impact of culture on organizational performance. (Mohsin & Hafiz Mushtaq, 2017) Internal marketing will create a market-oriented corporate culture. Therefore, it will have a positive impact on corporate performance. A large number of studies have shown that there is a certain relationship between internal marketing and corporate performance, but the intermediary role of organizational culture is seldom paid attention to. Therefore, the intermediary role of culture will enhance the impact of internal marketing on performance. The proposed model will further help to explore how internal marketing plans can contribute to the cultivation of organizational culture and ultimately lead to the improvement of organizational performance. This model will help to improve all aspects of human resources practice, and propose new ways of human resources and service development through cultural improvement, so as to improve performance. (Mohsin & Hafiz Mushtaq, 2017)ConclusionThe combination of internal marketing and organizational culture helps to improve the company’s performance. As an intermediary role, organizational culture can strengthen the influence of internal marketing on company performance. Good organizational culture is the soul of an enterprise. When Employees identify with the organization culture of the companyјemployees’ satisfaction can stimulate their spontaneity and creativity. Achieve company mission by achieving multiple short-term goals.Excellent corporate culture is not enough. Only through internal marketing can managers play the role of corporate culture, and ultimately improve the enthusiasm and efficiency of employees, and ultimately improve performance. Nowadays, many enterprises are facing the same problems as Jingdong. The productivity of employees is low and there is no cohesion. At this time, managers should carry out internal marketing, set incentive policy objectives, link the vision of the enterprise with personal goals, so that employees feel the corporate culture and have a sense of pride and identity, employees strive for a goal, so that performance can be improved.