發(fā)布時(shí)間：2019-05-08 22:52

【摘要】：雇主品牌是營(yíng)銷(xiāo)學(xué)中的品牌理念在人力資源管理領(lǐng)域的應(yīng)用,是企業(yè)在現(xiàn)有或潛在雇員心中的形象或個(gè)性。良好的雇主品牌代表企業(yè)在人力資源市場(chǎng)上享有較高乃至很高的知名度、美譽(yù)度和忠誠(chéng)度。它使?jié)撛诠蛦T愿意來(lái)企業(yè)工作,使現(xiàn)有雇員愿意留在企業(yè)工作,使企業(yè)成為人們心目中的最佳工作地。根據(jù)我國(guó)旅游業(yè)“十二五”發(fā)展規(guī)劃,未來(lái)五年旅游業(yè)將成為我國(guó)的戰(zhàn)略性支柱產(chǎn)業(yè),并保持高速的增長(zhǎng)。酒店業(yè)作為旅游業(yè)基礎(chǔ)產(chǎn)業(yè)之一,也將迎來(lái)其高速發(fā)展的黃金時(shí)期�？焖俚陌l(fā)展必將伴隨激烈的人才競(jìng)爭(zhēng),加之酒店業(yè)目前就存在員工流動(dòng)率大、酒店學(xué)生專(zhuān)業(yè)就業(yè)率低、流失率高的現(xiàn)象。面對(duì)增加的人才需求、激烈的人才競(jìng)爭(zhēng),酒店應(yīng)該從戰(zhàn)略性角度出發(fā)著手打造自身的雇主品牌,以吸引和留住人才。 酒店行業(yè)雇主品牌的研究相對(duì)較少,并多為理論探討和定性研究。本研究針對(duì)酒店行業(yè)求職者進(jìn)行調(diào)研,對(duì)所得數(shù)據(jù)進(jìn)行定量分析,得出了酒店雇主品牌的維度以及這些維度因素對(duì)求職者的感知和求職意向的有哪些影響效果,最終構(gòu)建出酒店雇主品牌的結(jié)構(gòu)模型。本研究使用的研究方法主要有：通過(guò)描述性統(tǒng)計(jì)分析對(duì)樣本基本情況進(jìn)行描述；用信度分析來(lái)驗(yàn)證數(shù)據(jù)的可靠性；通過(guò)效度分析對(duì)數(shù)據(jù)的有效性進(jìn)行分析,主要采用探索性因子分析的方法得出構(gòu)成酒店雇主品牌的主成分因子；通過(guò)獨(dú)立樣本T檢驗(yàn)以及單因素方差分析對(duì)不同人口特征的樣本進(jìn)行了差異性比較分析；最后通過(guò)回歸分析得出酒店雇主品牌的結(jié)構(gòu)模型。 最終得出以下結(jié)論：本研究通過(guò)對(duì)酒店雇主品牌的30個(gè)外顯測(cè)量指標(biāo)進(jìn)行探索性因子分析,最終得出酒店雇主品牌由四個(gè)維度,23個(gè)項(xiàng)目組成。這四個(gè)維度分別是：管理風(fēng)格與氛圍、雇傭體驗(yàn)、酒店實(shí)力和形象、發(fā)展機(jī)會(huì)；酒店雇主品牌的四個(gè)維度均與酒店的雇主品牌形象以及求職者的求職意向存在顯著的正相關(guān)關(guān)系；高學(xué)歷求職者對(duì)酒店雇主品牌形象的評(píng)價(jià)低于低學(xué)歷的求職者；酒店雇主品牌形象在自變量(人口統(tǒng)計(jì)變量、酒店雇主品牌的構(gòu)成維度)與因變量(求職意向)之間并不存在顯著的中介效應(yīng)。 最后,就本文的研究結(jié)果為酒店的雇主品牌建設(shè)和管理提出了一些建議,并就本研究的不足與未來(lái)方向做了總結(jié)。
[Abstract]:Employer brand is the application of brand concept in marketing in the field of human resource management, and it is the image or personality of the enterprise in the hearts of existing or potential employees. Good employer brand on behalf of the enterprise in the human resources market enjoys a high reputation, reputation and loyalty. It makes the potential employees willing to work in the enterprise, makes the existing employees willing to stay in the business, and makes the enterprise the best place to work in the eyes of people. According to the "Twelfth five-year Plan", tourism will become the strategic pillar industry of our country in the next five years, and keep the high-speed growth. Hotel industry, as one of the basic tourism industries, will also usher in its rapid development of the golden age. The rapid development will be accompanied by fierce talent competition, coupled with the hotel industry at present there is a large turnover rate of staff, hotel students professional employment rate is low, the wastage rate is high. In the face of increased demand for talents and fierce competition for talents, hotels should build their own employer brands from a strategic point of view in order to attract and retain talents. The research of employer brand in hotel industry is relatively few, and most of them are theoretical and qualitative research. This study investigates the job seekers in the hotel industry, makes a quantitative analysis of the data obtained, and obtains the dimensions of the hotel employer brand and the effects of these dimensional factors on the perception and intention of the job seekers. Finally, the structure model of hotel employer brand is constructed. The main research methods used in this study are as follows: descriptive statistical analysis is used to describe the basic situation of the sample, reliability analysis is used to verify the reliability of the data, and the reliability of the data is verified by the reliability analysis. Through validity analysis to analyze the validity of the data, mainly using exploratory factor analysis method to get the principal component factor of the hotel employer brand; The differences of different population characteristics were compared and analyzed by independent sample T test and single factor variance analysis. Finally, the structure model of hotel employer brand was obtained by regression analysis. Finally, the following conclusions are drawn: through exploratory factor analysis of 30 explicit measurement indexes of hotel employer brand, it is concluded that hotel employer brand is composed of four dimensions and 23 items. These four dimensions are: management style and atmosphere, employment experience, hotel strength and image, development opportunities; The four dimensions of hotel employer brand all have a significant positive correlation with the hotel employer brand image and job seekers' intention to seek employment, high-educated job seekers' evaluation of hotel employers' brand image is lower than that of low-educated job seekers; There is no significant intermediary effect between independent variables (demographic variables, dimensions of hotel employer brand composition) and dependent variables (job search intention). Finally, some suggestions for hotel employer brand building and management are put forward, and the shortcomings and future directions of this study are summarized.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F719;F272.92

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