Successful Internal Marketing Factors on Entrepreneurial of Small and Medium Enterprises in China

Li Ling

Internal marketing -- China

Small business -- Management -- China

Business continuity planning -- China

Transformational leadership -- China

Entrepreneurship -- China

The purposes of this research are 1)To explore internal marketing, organizational commitment, change leadership and business continuity and their components, 2) To analyze the direct and indirect effects of internal marketing, organizational commitment and transformational leadership on business continuity, and 3) to find the internal marketing factors that affect the business continuity of industrial SMEs in Guangxi, China. Qualitative and quantitative research methods were adopted in this study, and the data collection tools included in-depth interviews and questionnaires. Through in-depth interviews with experts, the internal marketing factors affecting the business continuity of small and medium-sized enterprises were found, and an effective and reliable questionnaire was developed. 505 samples were collected. Descriptive statistics, mean and inferential statistics, confirmatory factor analysis, path analysis and structural equation modeling (SEM) are used. The research shows that: 1) Internal communication has the greatest impact on internal marketing, continuous commitment has the greatest impact on organizational commitment, moral model has the greatest impact on transformational leadership, and social responsibility has the greatest impact on business continuity. 2) The results of confirmatory factor analysis show that internal marketing, organizational commitment and transformational leadership all have significant influence on business continuity, but the degree of influence is different. Transformational leadership has the strongest impact on business continuity, indicating that a leader's ability to inspire and change plays a key role in a company's sustainable operation. 3) This study constructs a structural equation model of internal marketing, organizational commitment and transformational leadership on business continuity. The path analysis results show that all paths have significant positive effects and support all hypotheses. Among them, transformational leadership has the greatest impact on organizational commitment, while internal marketing has the weakest direct impact on business continuity, but it is still significant. The research shows that internal marketing significantly promotes the organizational commitment of employees by enhancing their sense of participation and identity, and further improves the business continuity and innovation ability of enterprises. Therefore, the following suggestions are put forward: 1) Enterprises should establish a strong cohesive corporate culture through internal marketing, reduce employee mobility, and lay the foundation for long-term stable development of enterprises. 2) Focus on training managers with transformational leadership characteristics, stimulate the creativity and responsibility of employees, and promote the innovation and competitiveness of enterprises. 3) Enterprises should enhance employees' organizational commitment by providing career development opportunities and enhancing employees' professional identity, and improve the stability and performance of enterprises. In short, companies can ensure competitive advantage in a dynamic market environment through a combination of internal marketing, organizational commitment, and transformational leadership. The research findings provide theoretical support for internal marketing in improving employee performance, enhancing organizational commitment and promoting the sustainable development of enterprises, and provide important implications for the management practice of small and medium-sized enterprises.

Keywords: Internal Marketing, Organizational commitment, Transformational leadership, Business Continuity

Bansomdejchaopraya Rajabhat University. Office of Academic Resources and Information Technology

Chaiyawit Muangmee

Nusanee Meekaewkunchorn

Tatchapong Sattabut

2024

2026-09-22

2026-09-22

2026-09-22

thesis

application/pdf

eng

Bansomdejchaopraya Rajabhat University

Degree of Doctor of Philosophy

Doctoral degree

Business Administration Program (International Program)

Bansomdejchaopraya Rajabhat University