本文關(guān)鍵詞：山東郵政轉(zhuǎn)型期新媒體業(yè)務(wù)人才優(yōu)化管理研究　出處：《青島大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 山東郵政 新媒體業(yè)務(wù) 人才優(yōu)化 管理

【摘要】：郵政企業(yè)是我國經(jīng)濟(jì)和社會事業(yè)發(fā)展的重要支柱,是受國家財政支持和管理的大型國有企業(yè)。隨著郵政體制改革的進(jìn)行,對郵政人才的管理成為郵政業(yè)務(wù)發(fā)展的關(guān)鍵因素。我國郵政從2003年開始實行政企分開、監(jiān)管獨立的辦法,代表郵政的管理制度改革步入正軌。2007年,國家郵政局、中國郵政集團(tuán)公司正式掛牌,郵政公司開始進(jìn)入到了市場化運作階段,經(jīng)營模式和員工管理制度都按照市場的標(biāo)準(zhǔn)執(zhí)行,每個省的郵政集團(tuán)公司和各個地市級郵政分公司有了新身份,即成為自主經(jīng)營、自負(fù)盈虧的獨立企業(yè)。對山東郵政企業(yè)來說,在2003年國家“8531”補(bǔ)貼計劃終止后,整個郵政公司營銷體系的建設(shè)提上了議事日程,但是當(dāng)時大部分公司對營銷環(huán)節(jié)還沒有引起足夠的重視,對廣告的市場投放情況、宣傳媒體的選擇、廣告收入的統(tǒng)計分析都沒有專業(yè)的人來做,與現(xiàn)在相比可以說是一大片空白。這一局面真正得到改善是在2007年,郵政儲蓄銀行和速遞物流公司剝離和組建,大量的管理人才和營銷人才被優(yōu)先充實到新成立的郵政儲蓄銀行和郵政速遞物流公司,更重要的是“四通一達(dá)”快遞公司的成立和網(wǎng)絡(luò)購物的興起,加劇了郵政物流業(yè)務(wù)的市場競爭,越來越多、越來越專業(yè)的人才需要填充到郵政公司中去,專業(yè)負(fù)責(zé)郵政的廣告業(yè)務(wù),為公司帶來更多更大的經(jīng)濟(jì)收益。對照當(dāng)前國內(nèi)郵政新媒體營銷方面的研究,有對郵政員工管理制度進(jìn)行研究的,也有對營銷人才管理進(jìn)行研究的,但是對新媒體人才的優(yōu)化管理策略進(jìn)行研究的比較稀缺。本文運用個案研究、實證研究、理論分析相結(jié)合的方法對山東郵政新媒體營銷人才的優(yōu)化管理進(jìn)行了分析研究,研究的重點在于認(rèn)識山東郵政目前新媒體人才管理的現(xiàn)狀、存在的問題、改進(jìn)措施這三個方面。研究的思路是先進(jìn)行理論鋪墊,對我國當(dāng)前運用較多的幾大人才管理理論進(jìn)行闡述,明確在郵政公司做好人才管理的重要意義;接著對山東郵政新媒體人才的構(gòu)成情況進(jìn)行分析;最后是分析問題和提出對策,這一部分內(nèi)容是重點闡述的內(nèi)容,創(chuàng)新點在于本文緊密結(jié)合當(dāng)前快速變化的新媒體市場和營銷策略,著眼于郵政業(yè)務(wù)的新變化,提出了切合實際的對策建議。本文研究有區(qū)別于前人的研究,在郵政營銷人才培養(yǎng)的基礎(chǔ)上提出了山東郵政新媒體人才的優(yōu)化策略,研究具有精準(zhǔn)、細(xì)分的特征,并且研究主題切中時弊,對解決當(dāng)下郵政新媒體人才短缺的問題具有重要的價值,最終目的在于幫助山東郵政企業(yè)更好的發(fā)展新媒體業(yè)務(wù),做好宣傳推廣工作、配合核心業(yè)務(wù)發(fā)展,取得山東郵政經(jīng)濟(jì)效益和社會效益的雙豐收。
[Abstract]:Postal enterprise is an important pillar of the economic and social development of our country. It is a large state-owned enterprise supported and managed by the state finance. With the reform of postal system going on. The management of postal talents has become a key factor in the development of postal services. Since 2003, China's postal service has implemented the method of separating government from enterprises and supervising independently. On 2007, the National Post Office, China Post Group Company officially listed, postal companies began to enter the stage of market-oriented operation. Business model and staff management system are implemented in accordance with the standards of the market, each province postal group companies and each prefecture-level postal branch has a new identity, that is, become self-management. For Shandong postal enterprises, after the end of the state "8531" subsidy program in 2003, the construction of the whole postal marketing system was put on the agenda. But at that time, most of the companies did not pay enough attention to the marketing links. There were no professional people to do the marketing situation, the choice of the media, and the statistical analysis of advertising revenue. Compared with now, it is a big blank. This situation really improved in 2007, Postal savings Bank and express logistics company were spun off and formed. A large number of management and marketing talents have been given priority to the newly established postal savings bank and postal express logistics company, more importantly, the establishment of "four links and one reach" express delivery company and the rise of online shopping. Intensified the postal logistics business market competition, more and more, more and more professional talents need to fill in the postal companies, specialized in charge of postal advertising business. For the company to bring more and greater economic benefits. Compared with the current domestic postal new media marketing research, there are postal staff management system research, but also for marketing talent management research. However, it is rare to study the optimal management strategy of new media talents. This paper uses case study, empirical research. This paper analyzes and studies the optimization management of new media marketing talents in Shandong Post by the method of theoretical analysis. The emphasis of the study is to understand the current situation and problems of new media talent management in Shandong Post. The idea of the research is to lay the groundwork for the theory, to expound the theory of talent management, and to make clear the significance of the talent management in the postal company. Secondly, it analyzes the composition of new media talents in Shandong Post. The last part is to analyze the problems and put forward countermeasures, this part is the focus of the content, innovation is that this article closely combined with the current rapid changes in the new media market and marketing strategy, focusing on the new changes in postal services. Put forward practical countermeasures and suggestions. This study is different from the previous research, on the basis of postal marketing talent training, put forward the optimization strategy of Shandong postal new media talents, the research is accurate. The characteristics of subdivision, and research on the theme of the current and wrong, to solve the problem of shortage of new media talent in the postal service has an important value, the ultimate purpose is to help Shandong postal enterprises to better develop new media business. Do a good job of publicity and promotion, with the development of core business, Shandong Post economic and social benefits of the double harvest.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F616.1

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李儒俊;;新媒體廣告?zhèn)鞑ゲ呗蕴骄縖J];傳媒;2015年14期

2 張剛;魏武揮;范衛(wèi)鋒;;對話:新媒體到底是怎么回事?[J];中國傳媒科技;2014年Z1期

3 石艷紅;;媒體融合的冷思考[J];新聞研究導(dǎo)刊;2014年02期

4 劉欣;周玉川;劉志勇;;郵政企業(yè)轉(zhuǎn)型發(fā)展分析[J];郵政研究;2013年04期

5 李文;敖敏;段亞男;;新媒體環(huán)境下的網(wǎng)絡(luò)廣告新形式及其應(yīng)用策略分析[J];科技傳播;2013年07期

6 劉偉;;新媒體廣告形態(tài)研究[J];今傳媒;2013年02期

7 徐言;;世界郵政力主戰(zhàn)略轉(zhuǎn)型[J];中國郵政;2013年01期

8 甘繼強(qiáng);;郵政企業(yè)營銷體系建設(shè)研究[J];郵政研究;2012年06期

9 劉毅;;文化體制改革背景下的媒體資源整合[J];中國出版;2012年04期

10 姜美萍;;試析新媒體對廣告?zhèn)鞑サ挠绊慬J];科技情報開發(fā)與經(jīng)濟(jì);2011年16期

相關(guān)碩士學(xué)位論文 前2條

1 劉霞;山東郵政函件業(yè)務(wù)發(fā)展戰(zhàn)略研究[D];山東大學(xué);2011年

2 杜茜;企業(yè)營銷渠道模式的變革與創(chuàng)新研究[D];山東大學(xué);2006年

，

本文編號：1435674