企業(yè)雇主品牌建設與營銷策略研究
發(fā)布時間：2018-07-13 14:02
【摘要】： 知識經(jīng)濟時代,企業(yè)競爭的成敗在很大程度上受到人才競爭的左右,吸引與留用人才被視為決定企業(yè)成敗的重要因素之一;同時,隨著市場經(jīng)濟的發(fā)展、勞動力市場的逐漸成熟,員工的自主意識日益增強,傳統(tǒng)上雇主的強勢地位正在被削弱,由此產(chǎn)生的勞動力頻繁流動與企業(yè)人才缺口不斷擴大的矛盾越來越激化,企業(yè)和員工之間的信任產(chǎn)生了危機,失去了相互信任的依托。出于競爭的迫切需要,企業(yè)必須要擁有吸引潛在員工,保留現(xiàn)有核心員工的能力,提高他們對組織、對工作的滿意度,進而增進整個組織的績效。這種能力可以使企業(yè)在人力資源市場上贏得持久性的競爭優(yōu)勢。雇主品牌就是在這樣的背景下產(chǎn)生的,越來越多的歐美企業(yè)開始重視雇主品牌傳遞的信息,并試圖使用品牌建設的方法塑造優(yōu)秀雇主品牌形象來提高企業(yè)對潛在和現(xiàn)有員工的吸引力。因此,創(chuàng)建良好的雇主品牌將成為今后很長一段時間內(nèi)戰(zhàn)略人力資源管理發(fā)展的最根本趨勢。倫敦商學院教授查爾斯·漢迪說:“今后,我們將不再‘尋找工作’,而是要‘尋找雇主’”1。 雇主品牌(Employer brand)是企業(yè)的潛在(包括離職員工)和現(xiàn)有員工將企業(yè)作為工作地的所有功能和情感方面感知的總和,它是繼企業(yè)形象品牌、產(chǎn)品品牌之后的第三種品牌。雇主品牌的概念源于市場營銷管理,它將營銷理念運用于企業(yè)員工2,將員工視為最有價值的客戶,充分了解他們需求,向他們提供與其它企業(yè)雇主不同的價值來吸引和保留優(yōu)秀員工,獲取他們的忠誠。雇主品牌的核心和基礎就是整合各種人力資源策略,向企業(yè)潛在和現(xiàn)有的目標員工展示本企業(yè)雇主品牌獨特的功能性價值、體驗性價值和象征性價值,并努力使其成為具有高知名度、高美譽度的品牌資產(chǎn)。 所謂“最佳雇主”,并非以傳統(tǒng)的資產(chǎn)或經(jīng)濟報酬作為唯一的評價標準,而是將員工在企業(yè)中工作的成就、感受作為主要的評價依據(jù)。翰威特咨詢公司在調(diào)查中指出,員工在一家公司工作有成就感的定義是:不僅員工對公司制度滿意,而且更重要的是讓員工在滿意度之外還有強烈的敬業(yè)動機。它包含三個重要的層面:樂于宣傳——主動對外宣揚公司的優(yōu)點;樂于留下——喜歡留在這家公司;樂于全力以赴——愿意付出更多時間或精力幫助公司達成目標。 缺少雇主品牌意識必會導致企業(yè)組織的分崩離析,并不斷為員工的離職承擔高昂的人力成本。據(jù)調(diào)查,各公司花在人員流動上的成本是支付給雇員年薪的1.5至3倍,56%的經(jīng)理人員和64%的普通員工每年有12次考慮離職,38%的經(jīng)理人員和47%的普通員工不滿意他們的工作3。這是值得任何一個企業(yè)高度重視的問題,無論企業(yè)的大小和強弱都不能成為忽視雇主品牌建設的理由或是借口。 企業(yè)進行雇主品牌建設和雇主品牌營銷目的是為了借助這樣一個良好的平臺,開啟暢通的渠道,從而能夠吸引并留住自己想要的優(yōu)秀人才。 本文通過總結國外學者對雇主品牌研究的分析,主要集中在以下幾個方面: (1)不同的學者從不同的角度和層面來定義雇主品牌,即有學者從利益面來定義雇主品牌,認為其是功能性、經(jīng)濟性和心理利益的總和。也有學者從組織層面定義雇主品牌認為其是區(qū)別于其他競爭者不同的概念;(2)主張將營銷學知識和工具應用于雇主品牌領域,讓現(xiàn)有員工和潛在員工在這里工作會比在其他競爭對手的企業(yè)里更令人滿意;(3)強調(diào)雇主品牌與產(chǎn)品品牌內(nèi)在關聯(lián)性,通過模型分析闡述雇主品牌對建立消費者忠誠的積極意義,因為忠誠的員工才會促進消費者的忠誠;(4)企業(yè)制度建設與雇主品牌的關系,強調(diào)了福利、員工培訓對雇主品牌的積極作用。 綜合國內(nèi)學者的研究成果,大致出現(xiàn)了以下特點:(1)大多數(shù)學者嘗試提出雇主品牌建設的思路,對企業(yè)建設雇主品牌給出了自己的看法和見解,但是未能將思路進行整合,形成一個有效的機制提出,在實際操作層面還有待發(fā)展。(2)對雇主品牌的研究緊密結合營銷理論,從內(nèi)部營銷到全員營銷以及運用4P等營銷理論對雇主品牌進行分析,借鑒營銷理論進行雇主品牌路徑分析。這是一種極為有益的探索,為今后的理論研究提供了研究的思路。(3)對雇主品牌的研究逐漸關注于人力資源和組織行為更深層次的方面,如研究企業(yè)社會責任、心理契約對雇主品牌的影響,對雇主品牌的研究開始進入到冰山之下。 本文正是基于雇主品牌對企業(yè)獲取人才競爭優(yōu)勢的重要作用,通過借鑒市場營銷學理論和管理學理論構建了雇主品牌建設及營銷策略的分析模型進行分析。希望能夠對雇主品牌進行一個深入、系統(tǒng)的分析,同時依據(jù)該模型建立一套具有操作性的雇主品牌評價指標體系,從雇主品牌的戰(zhàn)略制定到戰(zhàn)術執(zhí)行提出一些合理化的建議,以期為企業(yè)提供有益的建議和參考,相信對國內(nèi)雇主品牌的研究和實踐都有較為重要的意義。 本文由緒言、正文(四章)和結束語組成,主要內(nèi)容如下: 緒言部分闡述了本文選題的背景以及對該問題研究的理論與實踐意義。首先對知識經(jīng)濟時代人力資源復雜性、全球人才市場發(fā)生變化等宏觀環(huán)境進行分析,提出了對雇主品牌的迫切需要;接著對國內(nèi)外雇主品牌研究現(xiàn)狀進行綜述,分別概括出國內(nèi)外對雇主品牌研究的特點和進展;最后介紹了本文研究的框架、方法以及創(chuàng)新點。 第一章闡述了雇主品牌的理論基礎。從雇主、雇員等基本概念介紹起,包括與雇主品牌相關的概念,如內(nèi)部營銷等,之后闡述了雇主品牌的價值,區(qū)分了雇主品牌與企業(yè)品牌、產(chǎn)品品牌的關系,明確提出了雇主品牌戰(zhàn)略、雇主品牌營銷的思想。最后闡述了雇主品牌的理論基礎,競爭優(yōu)勢理論和核心競爭力理論為研究雇主品牌的重要性提供了理論基礎;戰(zhàn)略管理理論作為雇主品牌戰(zhàn)略的基礎性理論,為研究雇主品牌戰(zhàn)略提供了思路和工具;品牌理論、內(nèi)部營銷理論以及4R營銷組合理論都是本次研究中借鑒的市場營銷理論運用于雇主品牌的研究中;心理契約理論是人力資源管理領域應用廣泛的一個理論,而雇主品牌本身就是企業(yè)用以搭建與員工心理契約的載體。 第二章介紹了企業(yè)雇主品牌建設與營銷策略的分析模型,將雇主品牌分成建設和營銷兩個方面,旨在深入探討雇主品牌建設的內(nèi)容、構成和雇主品牌營銷策略的制定。首先理清雇主品牌的戰(zhàn)略,分別從雇主品牌環(huán)境分析,了解員工需求并排序以及對雇主品牌戰(zhàn)略進行定位三個方面來清晰化雇主品牌的戰(zhàn)略意圖;接著從企業(yè)文化建設、合理的招聘、公平而有激勵的績效管理體系、良好的培訓和職業(yè)生涯規(guī)劃管理以及承擔社會責任等方面進行基于營銷理念的雇主品牌建設,重點關注企業(yè)的“內(nèi)部品質(zhì)”;最后借鑒4R營銷理論組合,賦予與顧客建立關聯(lián)(Relevancy),提高市場反應速度(Response),關系營銷(Relationship),回報(Reward)四個方面新的內(nèi)涵構成了雇主品牌營銷策略。 第三章借鑒了華信惠悅咨詢公司對雇主品牌進行評價的10個維度并結合前文對雇主品牌建設和營銷策略分析模型,從企業(yè)層面、員工層面和雇主品牌自身層面三個層面設計了雇主品牌評價指標體系。 第四章以西門子公司的雇主品牌策略為例進行了案例分析。 最后是結束語。總結了全文的主要論點,并提出了一些需要深入探討的問題。 本文以歸納分析作為主要的分析方法,文中形成了一些較有新意的研究: 1.論文選題新穎。雇主品牌(Employer Brand)這一概念自1984年才第一次出現(xiàn)在人們的視線中,而關于雇主品牌的正式研究則開始于1997年左右,但大量的研究與實踐從2000年才真正開始。僅從時間上就可以判斷出對雇主品牌的研究是一個非常新的研究領域,大量的研究還處于定性的分析其概念和內(nèi)涵層面。正是出于對雇主品牌研究極富價值的判斷,筆者才選擇了以雇主品牌作為本次研究的內(nèi)容;2.嘗試建立雇主品牌建設及營銷策略的分析模型。由于目前國內(nèi)外尚未對雇主品牌的內(nèi)涵和管理模型形成統(tǒng)一的、完整的研究結論,該模型根據(jù)營銷管理,人力資源管理等方面的知識和工具,將雇主品牌的相關內(nèi)容整合于一個完整的體系中,為后續(xù)研究提供了參考方向;3.建立雇主品牌評價指標體系,從企業(yè)、員工和品牌本身三個層面進行分解,初步對雇主品牌進行了定量研究。目前國內(nèi)外對雇主品牌進行定量化研究很少,雇主品牌的價值和效益很難被評估和測量。本文通過對雇主品牌評價體系的初步嘗試意圖對雇主品牌的價值和效益進行評估和測量,也為今后的研究提供了參考。
[Abstract]:In the era of knowledge economy, the success or failure of enterprise competition is greatly influenced by the competition of talents. Attracting and retaining talents is regarded as one of the important factors to determine the success or failure of the enterprise. At the same time, with the development of the market economy, the labor market is gradually mature, the self-awareness of the employees is increasing, and the strong position of the traditional employers is being exploited. Weak, the contradiction between the frequent flow of labor force and the continuous expansion of enterprise talent gap has become more and more intense. Trust between enterprises and employees has created a crisis and lost mutual trust. For the urgent need of competition, enterprises must have the ability to attract potential employees, retain the existing core staff, and improve their organization, The satisfaction of the job and the performance of the organization can enhance the performance of the whole organization. This ability can make the enterprise win a lasting competitive advantage in the human resource market. The employer brand is produced in this context. More and more European and American enterprises begin to attach importance to the letter of employer brand transfer, and try to use brand building methods to shape the advantages. Thus, creating a good employer brand will be the most fundamental trend in strategic human resource management for a long time. Charles Handy, a professor at London Business School, said: "in the future, we will no longer 'look for work', but 'look for employment'. Lord '1.
The employer brand (Employer brand) is the sum of all the functional and emotional aspects of the enterprise's potential (including the employee turnover) and the existing employees as the working place. It is the third brand following the corporate image brand and the product brand. The concept of the employer brand derives from the marketing management. It applies the marketing concept to the enterprise staff. Job 2, regard employees as the most valuable customers, fully understand their needs, provide them with different values from other employers to attract and retain excellent employees and acquire their loyalty. The core and foundation of the employer's brand is to integrate various human resource strategies to show the employer's employer to the potential and existing target employees. Brand unique functional value, experiential value and symbolic value, and strive to make it a high reputation, high reputation brand assets.
The "best employer" is not the sole criterion of the traditional asset or economic reward, but the achievement of the employees' work in the enterprise as the main basis for evaluation. And more importantly, there is a strong dedication to employee satisfaction. It contains three important aspects: to be willing to publicize - proactively to publicize the strengths of the company; be willing to stay - like to stay in the company; be willing to go all out - willing to pay more time or energy to help the company achieve its goals.
The lack of employer brand awareness will lead to the disintegration of the organization and the high cost of manpower for employee turnover. According to the survey, the cost of staff turnover is 1.5 to 3 times as much as the annual salary for employees, 56% of managers and 64% of ordinary employees are leaving 12 times per year, 38% managers and 47%. Ordinary employees are not satisfied with their work 3.. This is a problem worthy of any enterprise. The size and strength of the enterprise can not be the reason or excuse to ignore the construction of the employer's brand.
The purpose of the employer brand building and the employer brand marketing is to use such a good platform to open a smooth channel so as to attract and retain the talented people you want.
This article summarizes foreign scholars' analysis of employer brand research, focusing on the following aspects:
(1) different scholars define the employer brand from different angles and levels, that is, some scholars define the employer brand from the interest side, and think that it is the sum of functional, economic and psychological benefits. Some scholars define the employer brand from the organizational level as different from other competing people; (2) advocating marketing knowledge and work. It should be used in the field of employer brand, so that the existing employees and potential employees will work more satisfactorily than those in other competitors; (3) emphasize the intrinsic relationship between the employer brand and the product brand, and explain the positive significance of the employer brand to the establishment of consumer loyalty through the model analysis, because the loyal employees will promote the consumption. (4) the relationship between corporate system construction and employer brand emphasizes the positive effect of welfare and staff training on employer brand.
Comprehensive domestic scholars' research results generally have the following characteristics: (1) most scholars try to put forward the idea of employer brand construction, give their own views and views on the enterprise building employer brand, but fail to integrate the ideas, form an effective mechanism, and have to be developed at the practical level. (2) employers Brand research closely combines marketing theory, from internal marketing to full marketing and the use of 4P marketing theory to analyze the employer brand, use the marketing theory to carry out the employer brand path analysis. This is a very useful exploration for future theoretical research. (3) the research of employer brand is gradually concerned. In a deeper level of human resources and organizational behavior, such as the study of corporate social responsibility and the impact of psychological contracts on employers' brands, the study of employers' brands began to go under the iceberg.
This article is based on the important role of the employer brand on the competitive advantage of the enterprise. By using the theory of marketing and the theory of management to analyze the model of the employer brand construction and marketing strategy, we hope to make an in-depth and systematic analysis of the employer brand, and establish a set of tools based on the model. The operational employer brand evaluation index system has put forward some rationalized suggestions from the strategic formulation of the employer brand to the tactical implementation, in order to provide useful advice and reference for the enterprise. It is believed that it is of great significance to the research and practice of the domestic employer brand.
This article is composed of the preface, the main body (four chapters) and the concluding remarks. The main contents are as follows:
The preface describes the background of this topic and the theoretical and practical significance of the study. Firstly, it analyzes the complexity of human resources in the era of knowledge economy and the change of the global talent market, and puts forward the urgent need for the employer brand, and then summarizes the current status of the research on employers' brands at home and abroad, respectively. The characteristics and progress of employer brand research abroad and abroad are summarized. Finally, the framework, method and innovation of this study are introduced.
The first chapter expounds the theoretical basis of the employer brand, from the basic concepts of employers and employees, including the concepts related to the employer brand, such as the internal marketing, and then expounds the value of the employer brand, distinguishes the relationship between the employer brand and the enterprise brand, the product brand, and clearly puts forward the employer brand strategy and the thinking of the employer brand marketing. Finally, the theoretical basis of the employer brand is expounded. The theory of competitive advantage and the theory of core competitiveness provide the theoretical basis for the importance of the study of the employer brand. As the basic theory of the employer brand strategy, the strategic management theory provides the ideas and tools for the study of the employer brand strategy, brand theory, internal marketing theory and 4R camp. The theory of marketing combined with marketing theory is used in the study of employer brand in this study. The theory of psychological contract is a theory widely used in the field of human resource management, and the employer brand itself is the carrier of enterprise to build psychological contract with employees.
The second chapter introduces the analysis model of the employer brand construction and marketing strategy, divides the employer brand into two aspects of construction and marketing. It aims to discuss the content of the employer brand construction and the formulation of the employer brand marketing strategy. First, clarify the employer brand strategy, analyze the employer brand environment and understand the employee's needs respectively. And sorting and positioning of the employer brand strategy three aspects to clear the strategic intention of the employer brand, and then from the enterprise culture construction, reasonable recruitment, fair and incentive performance management system, good training and career planning management and responsibility for social responsibility and other aspects of the employer brand based on marketing concept. Construction, focusing on the "internal quality" of the enterprise; finally, using the combination of 4R marketing theory, endow the customer with Relevancy, improve the market response speed (Response), relationship marketing (Relationship), and return (Reward) the new connotation of the four aspects of the employer brand marketing strategy.
The third chapter draws on the 10 dimensions of the evaluation of the employer brand by Hua Xin Hui Yue and combined with the previous analysis model of the employer brand construction and marketing strategy, and designs the employer brand evaluation index system from the enterprise level, the employee level and the employer brand itself level three levels.
The fourth chapter takes SIEMENS's employer brand strategy as an example to analyze the case.
The last part is the concluding remarks. The main points of the thesis are summarized, and some questions that need further discussion are put forward.
In this paper, inductive analysis is used as the main analysis method.
1. the title of the 1. paper is novel. The concept of the employer brand (Employer Brand) was the first time in 1984, while the formal research on the employer's brand began in the 1997, but a lot of research and practice began in 2000. In the new field of research, a large number of research is still in the qualitative analysis of its concept and connotation. It is only from the judgment of the great value of the employer brand research that the author chooses the employer brand as the content of this study; 2. attempts to establish an analysis model of the employer brand construction and marketing strategy. The connotation and management model of the brand form a unified and complete research conclusion. The model integrates the related contents of the employer brand in a complete system according to the knowledge and tools of marketing management and human resource management, and provides a reference direction for the follow-up research. 3. the evaluation index system of the employer brand is set up, from the enterprise and the employees. At present, the quantitative research on the employer brand is carried out in the three aspects of the brand itself. At present, there are few quantitative studies on the employer brand at home and abroad, and the value and benefit of the employer brand are difficult to be evaluated and measured. The estimation and measurement also provide a reference for future research.
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F272.92;F274
本文編號：2119615
[Abstract]:In the era of knowledge economy, the success or failure of enterprise competition is greatly influenced by the competition of talents. Attracting and retaining talents is regarded as one of the important factors to determine the success or failure of the enterprise. At the same time, with the development of the market economy, the labor market is gradually mature, the self-awareness of the employees is increasing, and the strong position of the traditional employers is being exploited. Weak, the contradiction between the frequent flow of labor force and the continuous expansion of enterprise talent gap has become more and more intense. Trust between enterprises and employees has created a crisis and lost mutual trust. For the urgent need of competition, enterprises must have the ability to attract potential employees, retain the existing core staff, and improve their organization, The satisfaction of the job and the performance of the organization can enhance the performance of the whole organization. This ability can make the enterprise win a lasting competitive advantage in the human resource market. The employer brand is produced in this context. More and more European and American enterprises begin to attach importance to the letter of employer brand transfer, and try to use brand building methods to shape the advantages. Thus, creating a good employer brand will be the most fundamental trend in strategic human resource management for a long time. Charles Handy, a professor at London Business School, said: "in the future, we will no longer 'look for work', but 'look for employment'. Lord '1.
The employer brand (Employer brand) is the sum of all the functional and emotional aspects of the enterprise's potential (including the employee turnover) and the existing employees as the working place. It is the third brand following the corporate image brand and the product brand. The concept of the employer brand derives from the marketing management. It applies the marketing concept to the enterprise staff. Job 2, regard employees as the most valuable customers, fully understand their needs, provide them with different values from other employers to attract and retain excellent employees and acquire their loyalty. The core and foundation of the employer's brand is to integrate various human resource strategies to show the employer's employer to the potential and existing target employees. Brand unique functional value, experiential value and symbolic value, and strive to make it a high reputation, high reputation brand assets.
The "best employer" is not the sole criterion of the traditional asset or economic reward, but the achievement of the employees' work in the enterprise as the main basis for evaluation. And more importantly, there is a strong dedication to employee satisfaction. It contains three important aspects: to be willing to publicize - proactively to publicize the strengths of the company; be willing to stay - like to stay in the company; be willing to go all out - willing to pay more time or energy to help the company achieve its goals.
The lack of employer brand awareness will lead to the disintegration of the organization and the high cost of manpower for employee turnover. According to the survey, the cost of staff turnover is 1.5 to 3 times as much as the annual salary for employees, 56% of managers and 64% of ordinary employees are leaving 12 times per year, 38% managers and 47%. Ordinary employees are not satisfied with their work 3.. This is a problem worthy of any enterprise. The size and strength of the enterprise can not be the reason or excuse to ignore the construction of the employer's brand.
The purpose of the employer brand building and the employer brand marketing is to use such a good platform to open a smooth channel so as to attract and retain the talented people you want.
This article summarizes foreign scholars' analysis of employer brand research, focusing on the following aspects:
(1) different scholars define the employer brand from different angles and levels, that is, some scholars define the employer brand from the interest side, and think that it is the sum of functional, economic and psychological benefits. Some scholars define the employer brand from the organizational level as different from other competing people; (2) advocating marketing knowledge and work. It should be used in the field of employer brand, so that the existing employees and potential employees will work more satisfactorily than those in other competitors; (3) emphasize the intrinsic relationship between the employer brand and the product brand, and explain the positive significance of the employer brand to the establishment of consumer loyalty through the model analysis, because the loyal employees will promote the consumption. (4) the relationship between corporate system construction and employer brand emphasizes the positive effect of welfare and staff training on employer brand.
Comprehensive domestic scholars' research results generally have the following characteristics: (1) most scholars try to put forward the idea of employer brand construction, give their own views and views on the enterprise building employer brand, but fail to integrate the ideas, form an effective mechanism, and have to be developed at the practical level. (2) employers Brand research closely combines marketing theory, from internal marketing to full marketing and the use of 4P marketing theory to analyze the employer brand, use the marketing theory to carry out the employer brand path analysis. This is a very useful exploration for future theoretical research. (3) the research of employer brand is gradually concerned. In a deeper level of human resources and organizational behavior, such as the study of corporate social responsibility and the impact of psychological contracts on employers' brands, the study of employers' brands began to go under the iceberg.
This article is based on the important role of the employer brand on the competitive advantage of the enterprise. By using the theory of marketing and the theory of management to analyze the model of the employer brand construction and marketing strategy, we hope to make an in-depth and systematic analysis of the employer brand, and establish a set of tools based on the model. The operational employer brand evaluation index system has put forward some rationalized suggestions from the strategic formulation of the employer brand to the tactical implementation, in order to provide useful advice and reference for the enterprise. It is believed that it is of great significance to the research and practice of the domestic employer brand.
This article is composed of the preface, the main body (four chapters) and the concluding remarks. The main contents are as follows:
The preface describes the background of this topic and the theoretical and practical significance of the study. Firstly, it analyzes the complexity of human resources in the era of knowledge economy and the change of the global talent market, and puts forward the urgent need for the employer brand, and then summarizes the current status of the research on employers' brands at home and abroad, respectively. The characteristics and progress of employer brand research abroad and abroad are summarized. Finally, the framework, method and innovation of this study are introduced.
The first chapter expounds the theoretical basis of the employer brand, from the basic concepts of employers and employees, including the concepts related to the employer brand, such as the internal marketing, and then expounds the value of the employer brand, distinguishes the relationship between the employer brand and the enterprise brand, the product brand, and clearly puts forward the employer brand strategy and the thinking of the employer brand marketing. Finally, the theoretical basis of the employer brand is expounded. The theory of competitive advantage and the theory of core competitiveness provide the theoretical basis for the importance of the study of the employer brand. As the basic theory of the employer brand strategy, the strategic management theory provides the ideas and tools for the study of the employer brand strategy, brand theory, internal marketing theory and 4R camp. The theory of marketing combined with marketing theory is used in the study of employer brand in this study. The theory of psychological contract is a theory widely used in the field of human resource management, and the employer brand itself is the carrier of enterprise to build psychological contract with employees.
The second chapter introduces the analysis model of the employer brand construction and marketing strategy, divides the employer brand into two aspects of construction and marketing. It aims to discuss the content of the employer brand construction and the formulation of the employer brand marketing strategy. First, clarify the employer brand strategy, analyze the employer brand environment and understand the employee's needs respectively. And sorting and positioning of the employer brand strategy three aspects to clear the strategic intention of the employer brand, and then from the enterprise culture construction, reasonable recruitment, fair and incentive performance management system, good training and career planning management and responsibility for social responsibility and other aspects of the employer brand based on marketing concept. Construction, focusing on the "internal quality" of the enterprise; finally, using the combination of 4R marketing theory, endow the customer with Relevancy, improve the market response speed (Response), relationship marketing (Relationship), and return (Reward) the new connotation of the four aspects of the employer brand marketing strategy.
The third chapter draws on the 10 dimensions of the evaluation of the employer brand by Hua Xin Hui Yue and combined with the previous analysis model of the employer brand construction and marketing strategy, and designs the employer brand evaluation index system from the enterprise level, the employee level and the employer brand itself level three levels.
The fourth chapter takes SIEMENS's employer brand strategy as an example to analyze the case.
The last part is the concluding remarks. The main points of the thesis are summarized, and some questions that need further discussion are put forward.
In this paper, inductive analysis is used as the main analysis method.
1. the title of the 1. paper is novel. The concept of the employer brand (Employer Brand) was the first time in 1984, while the formal research on the employer's brand began in the 1997, but a lot of research and practice began in 2000. In the new field of research, a large number of research is still in the qualitative analysis of its concept and connotation. It is only from the judgment of the great value of the employer brand research that the author chooses the employer brand as the content of this study; 2. attempts to establish an analysis model of the employer brand construction and marketing strategy. The connotation and management model of the brand form a unified and complete research conclusion. The model integrates the related contents of the employer brand in a complete system according to the knowledge and tools of marketing management and human resource management, and provides a reference direction for the follow-up research. 3. the evaluation index system of the employer brand is set up, from the enterprise and the employees. At present, the quantitative research on the employer brand is carried out in the three aspects of the brand itself. At present, there are few quantitative studies on the employer brand at home and abroad, and the value and benefit of the employer brand are difficult to be evaluated and measured. The estimation and measurement also provide a reference for future research.
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F272.92;F274
【引證文獻】
相關碩士學位論文 前2條
1 高濤;雇主品牌影響因素及建設模型的實證研究[D];西南財經(jīng)大學;2009年
2 黃婷;企業(yè)雇主品牌實施戰(zhàn)略研究[D];重慶交通大學;2009年
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