隨著時代的演進，企業組織對於員工的重心也因時空背景的不同而有所改變，從早期視員工為機械的科學管理學派，漸漸地演變成重視員工於企業中的角色，或是將員工納入到整個生產經營的過程，一反過往，變為員工由下而上的參與式管理。於此越來越重視員工為主體的潮流中，內部行銷首先提出將員工當作企業第一批顧客的想法，亦即強調「將服務工作銷售到員工市場以吸引最好的員工」，此外，並更進一步主張「滿足消費者之前，必需先滿足員工」。
個案A公司成立於1991年，公司員工約8000人，且每年營業額達到近100億的規模，至今於台灣與大陸共擁有18個生產據點。在2008年時，由於想要瞭解各地廠區員工即時的想法與需求，在董事長的支持之下，建立了內部行銷導向的虛擬社群，累積至今，點閱率高達340287次，此一虛擬社群亦成為該公司通過CG6004通用版公司治理制度評量認證獲獎的要件之一。是故，本研究之主要目的乃在於探討此一虛擬社群對企業員工所造成的影響。本研究將使用Levitt所提出的鑽石模式，將影響的部份分為技術、任務、人員與組織四個方向來進行瞭解，經由訪談與逐字搞分析後，得到以下結論：
一、此一虛擬社群可以促使管理階層進行流程上的改善，並且可以將經驗於廠區間互相分享。此外，亦可促成組織內的交流、回饋與溝通。
二、此一平台可讓員工抒發意見與情緒，並且得到適當地回饋，並給予管理階層人員機會來進行引導、溝通，或是相關政策制度調整。
三、根據員工在此一平台上的反應，企業可以給予調整福利制度，行政流程、硬體設施，或是促進管理階層思考、反省與瞭解組織內部的現狀，進行再教育，以及改善組織氣氛之機會。
四、由於技術的議題不適合在半公開的虛擬社群內討論，且個案公司另有討論技術的平台，是故於此研究中，並無發現此一內部導向虛擬社群對於企業於技術上之影響。

Founded in 1991, the A case company turned into a broad-based enterprise with annual revenue of NT$ 8 billion and more than 500 sets of production equipments. In 2008, for the purpose of understanding what employee are thinking about, chairman Hsu asked the human resourece department to build a internal marketing virtual community on internet to gather everyone’ s opions. In this study, we tried to use the diamond model to analysis the effect of internal marketing virtual community on employees. The conclusions as follows:
1.This internal marketing virtual community can facilitate the changes of the work flow and increase the interactions, feedbacks and communications between managers and employees. Besides, it also let everyone share their experiences more conveniently.
2.This internal marketing virtual community can let all emplyees express their opinions and emotions. At the same time, managers can also have the opportunities to understand and give some appropriate adjustments.
3.According to the response of the employees in this platform, A company can adjust the welfare system, administrative processes and hardware system. At the same time, it also can stimulate managers to reflect and understand the internal status.
4.The technical issues are not suitable for discussion in the public virtual community, and the A company has another platform for the discussion on technical problems. So we didn’t find any influence in the technical dimension in the research.

一、中文部分
方世榮（2009）。關係行銷。台北市：五南。
尚榮安（譯）（2001）。R. K. Yin著。個案研究（Case study research）。台北市：弘智文化。
林東清（1995）。影響企業引進資訊科技成效之組織因素。管理評論，14（2），59-84。
林東清（2008）。資訊管理：e化企業的核心競爭能力。台北市：智勝文化。
林東清、林鉦棽（1994）。影響資訊系統引進成敗的多層次模式之探討。工業工程學刊，11（4），163-172。
林東清、黃貞芬（1995）。資訊系統開發生命週期之人員衝突研究。中山管理評論，3（1），126-150。
唐福元（2008）。建構虛擬社群之顧客關係管理-應用科技接受模型分析租屋資訊部落格。華梵大學工業工程與經營資訊學所碩士論文。未出版，新北市。
孫志鴻（2003，11月）。架構在網路服務技術上的整合式災害管理資訊系統。論文發表中國文化大學舉辦之「第一屆數位地球」國際研討會，台北市。
高木榮、周立偉、蔡美文、孟乃欣、羅瑞寬、王顏和、賴金鑫（2001）。復健科門診資訊管理系統使用現況及需求調查。中華復健醫誌，28（2），57-62
張玲星、顏河清（2006）。電腦化過程參與成員認知差異之研究 －以科技框架分析。資訊管理展望，8（1），27-44。
曹中天（2002）。資訊管理系統。台北市：頂茂。
郭生玉﹙2002﹚。心理與教育測驗。台北市：精華。
黃貞芬、林東清（2002）。資訊部門的權力基礎與決策影響力之現況分析：結合定性法與定量法。資訊管理學報，9（1），81-106。
黃國隆（1986）。中學教師的組織承諾與專業承諾。政治大學學報，53（1），55-84。
萬榮水、梁瑞文（2007）。虛擬社群形成之意義及其衡量指標之探討：以網路書店為例。資訊社會研究，13（1），295-317。
葉至誠（2000）。社會科學概論。台北市：揚智文化。
廖述良、高正忠、余瑞芳、張揚祺、張益誠（2003）。永續台灣資訊網之發展與建立。永續台灣簡訊，5（1），1-16。
趙胤芝（2002），企業創新專案關鍵成功因素之研究－以ERP之導入為例，輔仁大學管理學研究所碩士論文，未出版，新北市。
齊德彰（2003）。服務業內部行銷策略導向、工作滿足與工作績效之關係─臺灣國際觀光旅館為實證。國立台北大學企業管理學系博士論文，未出版，台北市。
劉鐘智（2003）。內部行銷及加盟者之工作滿意度與顧客導向關係之研究－以統一超商為例。雲林科技大學企業管理研究所碩士論文，未出版，雲林縣。
潘慧玲（2003）。教育研究的取徑：概念與應用。台北市：高等教育。
蔡邦居、蔡清田、鄭文芳、謝卓君（譯）（2004）。J. R. Fraenkel & N. E. Wallen著。教育研究法/規劃與評鑑（How to design and evaluate research in education）。台北市：麗文。
蕭富峰（1997）。內部行銷。台北市：天下遠見。
龍仕璋（2001）。組織變革對技術融合效果之影響：以先進製造技術為例。交通大學經營管理研究所博士論文，未出版，新竹市。
謝典龍（2004）。企業資訊入口網站與資訊同步化之關係建構與推導，私立銘傳大學碩士論文，未出版，台北市。

二、外文部分
Aagaard, L., Stenver, D. I. & Hansen, E. H. (2008). Structures and processes in spontaneous ADR reporting systems: A comparative study of Australia and Denmark. Pharm World, 30(5), 563–570.
Adler, R. P., & Christopher, A. J. (1998). Internet community primer overview and business opportunities. Retrived August 23, 2011, from http://www.digiplaces.com/
Agarwal, R. & Sinha, A. P. (1996). Cognitive fit in requirements modeling: A study of object and process methodologies. Journal of Management Information Systems, 13(2), 137-163.
Ahmed, P. K., Rafiq, M., & Saad, N. M. (2003). Internal marketing and the mediating role of organization competencies. European Journal of Marketing, 37(9), 1221-1241.
Bak, C. A., Vogt, L. H., George, W. R. & Greentree, I. R. (1994). Managementby team：An innovative tool for running a service organization through internal marketing. Journal of Services Marketing, 8(1), 37-47.
Bell, S. J., Menguc, B. & Stefani, S. L. (2004). When customers disappoint: A model of relational internal marketing and customer complaints. Academy of Marketing Science, 32(2), 112-126.
Berry, L. L. (1981). The employee as Customer. Journal of Retail Marketing, 3(1), 25-28.
Berry, L. L., &. Parasuraman. A (1991). Marketing Services: Competing through quality. New York: Free Press.
Bostrom, R., & Heinen, S. (1977). MIS problems and failures: A socio-technical perspective. Part II: the application of sociotechnical theory. MIS Quarterly, 1(3), 11-28.
Bowen, D. E., & Lawler III, E. E. (1992). The empowerment of service workers: what, why, how & when? Salon Management Review, 33(3), 31-39.
Cahill, D. J. (1995). The managerial implications of the learning organization: A new tool for internal marketing. Journal of Service Marketing, 9(4), 43-51.
Casalóa, L. V., Flaviánb, C. & Guinalíub, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities Evidence from free software communities. International Journal of Information Management, 30(4), 357–367.
Chris, M., Miriam, M., Kevin, O., & Ashok, G. (2004) Making real sense of sirtual communities. Retrived August 13, 2011, from http://www.pricewaterhousecoopers.com
Conduit, J., & Mavondo, F. T. (2001). How critical is internal customer orientation to market orientation. Journal of Business Research, 51(1), 11-24.
Fetterman, D. M. (1989). Walking in rhythm: Anthropological concepts. In D. M. Fetterman (Ed.), Ethnography: Step by step (pp. 16-30). Newbury Park, CA: Sage Publications.
Flipo, P. J. (1986). Service firms: Interdependence of external and internal marketing strategies. Journal of European Marketing, 20(8), 55-68.
George, W. R. (1977). The retailing of services-A Challenging Future. Journal of Retailing, 53(3), 85-97.
George, W. R., & Gronroos, C. (1989). Developing customer-conscious employee at every level internal marketing. In C. A. Congram & M. L. Friedman (Eds.), Handbook of services marketing (pp. 85-100). New York: AMACOM.
Giddens, J., Fogg, L., & Carlson-Sabelli, L. (2010). Learning and engagement with a virtual community by undergraduate nursing students. Undergraduate learning and engagement with a virtual community, 58(5), 261-267.
Goodhue, D. L. & Thompson, R. L. (1995). Task-technology fit and individual performance. MIS Quarterly, 19(2), 213–236.
Greene, W. E., Walls, G. D., & Schrest, L. J. (1994). Internal marketing: The key to external marketing success. Journal of Services Marketing, 8(4), 5-13.
Grönroos, C. (1981). Internal-marketing: an integral part of marketing theory. In J. H. Donnelly & W. E. George (Eds.), Marketing of Science, American Marketing Association Proceedings Series (pp. 236-238). Chicago: American Marketing Association.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
Gronroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Asia-Australia Marketing Journal, 2(1), 9-30.
Grönroos, C. (2000). Service management and marketing - A customer relationship management approach, (2nd ed.). New York: Wiley
Gummesson, E. (1992). Using internal marketing to develop a new culture: The case of ericsson quality. Journal of Business & Industrial Marketing, 2(3), 23-28.
Hagel, J., & Armstrong, A. G. (1997). Net gain:Expanding markets through virtual communities. The Mckinsey Quarterly, 1(1),140-153.
Hamann, R. (1999). Introduction to virtual communities research and cybersociology. Cybersociology Magazine, 2(1), 13-15.
Heeks, R. (2002). Information systems and developing countries: Failure, success, and local improvisations. Information Society, 18(2), 101-112.
Heskett, J. L., Jones, T. O., Lovemen, G. W., Sasser, E. W., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2), 164-174.
Huang, H. T., & Chen, C. L. (2009). Emerging organizational structure for knowledge-oriented teamwork using genetic algorithm. Expert Systems with Applications, 36(10), 12137-12142.
Hwang, I. S. ＆ Chi, D. J. (2005). Relationships among Internal Marketing, Employee Job Satisfaction and International Hotel Performance: An Empirical Study. International Journal of Management, 22(2), 285-294.
Johnson, E. M., ＆ Seymour, D. T. (1985). The impact of cross selling on the selling. Journal of Management, 14(4), 547-557.
Johnson, E. M., Scheuing, E. E., & Gaida K. A. (1986). Profitable services marketing. Homewood, IL: Dow-Jones Irwin.
Joseph, W. B. (1996). Internal marketing builds service quality. Journal of Health Care Marketing, 16(1), 54-59.
Jou, J. Y., Lin Y. L., & Wu, C. H. J. (1999). The relationship between the internal marketing orientation and organizational commitment-taking nursing personal as an example. Proceedings of 1999 International conference on comparative management, Taiwan, 451-464.
Kitchin, R. (1998). Cyberspace. West Sussex, UK: John Wiley.
Komito, L. (1998). The net as a foraging society: Flexible communities. The Information Society, 14(2), 97-106.
Kotler, P. (1972). Ageneric concept of marketing. Journal of Marketing, 36(1), 346-354.
Kotler, P. (1980). Marketing management: Analysis, planning and control (4th ed.), Englewood Cliffs, NJ: Prentice-Hall, Inc.
Kotler, P. (2000). Marketing management: The millennium edition. Englewood Cliffs, NJ: Prentice Hall.
Kowalski, E. & Walley, P. (1993). Employee Receptivity to total Quality. The International Journal of Quality＆ Reliability Management, 10(1), 23-38.
Leavitt, H. J. (1965). Applied organizational change in industry: Structural, technological and humanistic approaches. Chicago: Rand McNally
Lee, F. S. L., Vogel, D. & Limayem, M. (2003). Virtual Community Informatics: A Review and Research Agenda. Journal of Information Technology Theory and Application, 5(1), 47-61.
Lings, I. N. (2000). Developing the domain of internal market orientation and its consequences for market orientation and performance. Proceedings of the 10th EIASM Workshop on Quality Management in Services, Birmingham, 1-19.
Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers Trust in virtual communities and its effect on consumers' purchase intention. Electronic Commerce Research and Applications, 9(4), 346–360.
Markus, M. L. (1983). Power, politics, and MIS implementation. Communication of the ACM, 26(6), 430-444.
Martin, A. R. (1992). Creating and maintaining service culture. International Journal of Quality and Reliability Management, 9(1), 9-19.
Mckitterick, J. B. (1957). What is the marketing management concept? In M. B. Frank (Ed.), The frontiers of marketing thought and action (pp.71-82). Chicago: America Marketing Association,
Orlikowski, W. J. （1996）. Improvising organizational transformation over time: A situated change perspective. Information Systems Research, 7(1), 63-92.
Piercy, N. & Morgan, N. (1991). Internal marketing: The missing half of the marketing programme. Long Range Planning, 24(2), 82-93.
Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. New York: Haper Perennial.
Richardson, B. A. & Robinson, C. G. (1986). The impact of internal marketing on customer service in a retail bank. The International Journal of Bank Marketing, 4(5), 3-30.
Romm, C., Pliskin, N., & Clarke, R. (1997). Virtual communities and aociety: Toward an integrative three phase model. International Journal of Information Management, 17(4), 261-270.
Sasser, W. E., & Arbeit, S. P. (1976). Selling jobs in the service sector. Business Horizons, 19(3), 61-65.
Sergeant, A. & Frenkel, S. (2000). When do customer contact employees Satisfy Customers?. Journal of Service Research, 3(1), 18-34.
Stake, R. (1995). The art of case study research. Thousand Oaks, CA: Sage.
Tansuhaj, P., Randall, D. & McCullough, J. (1988), A services marketing management model: Integrating internal and external marketing functions. The Journal of Services Marketing, 2(1), 31-38.
Thomas, D. R. E. (1978). Strategy Is Different in Service Industries. Harward Business Review, 56(4), 158-165.
Varey, R. J. (1995). Internal marketing: A review and some interdisciplinary research challenges. International Journal of Service Industry Management, 6(1), 40-63.
Wachter, R. M., Gupta, N. D. J. & Quaddus, M. A. (2000). IT takes a village: virtual communities in support of education, International Journal of Information Management, 20(6), 473–489.
Winter, P. J. (1985). Getting your house in order with internal marketing: A marketing prerequisite. Health Marketing Quarterly, 3(1), 69-77.
Yang, Y. F., Yeh, H C., & Wong, W. K. (2010). The influence of social interaction on meaning construction in a virtual community. British Journal of Educational Technology, 41(2), 287-306.