本文選題：商業(yè)銀行 + 雇主品牌��； 參考：《湘潭大學(xué)》2012年碩士論文

【摘要】：21世紀(jì)以來，全球經(jīng)濟(jì)一體化的逐漸深入加劇了各國企業(yè)間的競爭。我國加入WTO以后，國內(nèi)銀行業(yè)在這個時期也經(jīng)歷著重大的變革和轉(zhuǎn)軌。國有銀行的改革、股份制銀行的崛起、城市銀行和合作銀行的發(fā)展以及外資銀行的進(jìn)入，使得銀行業(yè)的競爭日益激烈。新經(jīng)濟(jì)環(huán)境大大提高了人力資本的重要性，，如何消耗最少的資源，吸引和留住企業(yè)發(fā)展所需人才，成為所有企業(yè)思考的問題。實踐表明，現(xiàn)代企業(yè)吸引和留住人才最有效的法寶是建立雇主品牌。因此，研究商業(yè)銀行雇主品牌對高校畢業(yè)生就業(yè)的吸引力，具有重要的理論與實踐意義。 本文依據(jù)雇主品牌理論和高校畢業(yè)生就業(yè)理論，綜合運(yùn)用多種分析方法，考察了商業(yè)銀行雇主品牌對高校畢業(yè)生就業(yè)的吸引力問題。本文首先闡述了雇主品牌與高校畢業(yè)生就業(yè)的相關(guān)理論；接著以湖南省高校畢業(yè)生為調(diào)查對象，利用商業(yè)銀行雇主品牌的調(diào)查數(shù)據(jù)，研究商業(yè)銀行雇主品牌對湖南省高校畢業(yè)生就業(yè)的吸引力；最后得出基本結(jié)論并提出政策建議。 本文的主要研究結(jié)論有：（1）商業(yè)銀行雇主品牌對高校畢業(yè)生就業(yè)具有正向的影響作用；（2）在不同類型的商業(yè)銀行中，國有商業(yè)銀行是高校畢業(yè)生最希望就業(yè)的商業(yè)銀行；（3）在商業(yè)銀行雇主品牌的四個維度中，高校畢業(yè)生最關(guān)注的是功能性因素，其后依次是發(fā)展性因素，象征性因素和體驗性因素。 本文的創(chuàng)新點(diǎn)主要體現(xiàn)在：將商業(yè)銀行雇主品牌劃分為象征性因素、功能性因素、體驗性因素和發(fā)展性因素四個維度進(jìn)行測評，可以更為具體的度量不同維度對高校畢業(yè)生就業(yè)吸引力的強(qiáng)弱，有助于商業(yè)銀行提高品牌建設(shè)的針對性，增強(qiáng)雇主品牌的吸引力。
[Abstract]:Since the 21 st century, the deepening of global economic integration has intensified the competition among enterprises. After China's entry into WTO, the domestic banking industry also experienced great changes and transition in this period. The reform of state-owned banks, the rise of joint-stock banks, the development of city banks and cooperative banks and the entry of foreign banks make the competition of banking increasingly fierce. The new economic environment has greatly enhanced the importance of human capital. How to consume the least resources and attract and retain the talents needed for the development of enterprises has become a problem for all enterprises to think about. Practice shows that the most effective magic weapon for modern enterprises to attract and retain talents is to establish employer brand. Therefore, it is of great theoretical and practical significance to study the attraction of employer brand of commercial banks to the employment of college graduates. Based on the employer brand theory and the employment theory of college graduates, this paper investigates the attractiveness of the employer brand of commercial banks to the employment of college graduates by using a variety of analytical methods. This paper first expounds the relevant theories of employer brand and employment of college graduates, and then takes Hunan university graduates as the survey object, using the survey data of employer brand of commercial banks. This paper studies the attraction of commercial bank employer brand to the employment of college graduates in Hunan Province, and finally draws a basic conclusion and puts forward some policy suggestions. The main conclusions of this paper are as follows: (1) the employer brand of commercial banks has a positive effect on the employment of college graduates. (2) in different types of commercial banks, Among the four dimensions of commercial bank employer brand, university graduates are most concerned about functional factors, followed by developmental factors. Symbolic and experiential factors. The innovation points of this paper are as follows: the commercial bank employer brand is divided into four dimensions: symbolic factor, functional factor, experiential factor and developmental factor. It can measure the employment attractiveness of college graduates in different dimensions more concretely, which will help commercial banks to improve the pertinence of brand construction and enhance the attraction of employer brand.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.33;G647.38

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