Approaches on Construction Strategies of Psychological Contract Based on Internal Marketing

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The construction of psychological contract plays a significant role in the management of labor relations. This paper proposes a new approach of the construction of psychological contract which is easy to realize by the use of theory of internal marketing. Because of the same core target and similar expectation modes between both of them, labor relations are managed through both internal marketing and psychological contract, which complement each other. The theory of internal marketing provides some methods and approaches for psychological contract, and psychological contract does the guarantee for the smooth implementation of internal marketing. According to the analysis of segmentation procedures and position procedures in internal marketing, staff’s variant needs can get known more clearly. For the purposes of satisfying staff’s needs in their organization, enhancing their loyalty to their organization and realizing trade, relation and self-improvement dimensions in psychological contract, this paper designs some work products in the organization which regard salaries, relations and career planning as the core respectively. In addition, the strategy of promoting, distributing and pricing in internal marketing reflect fixing and distribution of salary, construction of communication platform, and training and encouragement to staff respectively. As a result of the three strategies above, staff’s psychological contract to their organization can be enhanced.