本文選題：營銷策略　切入點：差異化　出處：《蘭州大學(xué)》2017年碩士論文

【摘要】：隨著全球化的進一步深入和中國企業(yè)更多參與到世界經(jīng)濟發(fā)展的大潮,越來越多的企業(yè)認識到通過獵頭來獵取與匹配核心崗位人才成為眾多企業(yè)進行人力資源招聘與配置的關(guān)鍵渠道,但是面對國內(nèi)越來越多500強獵頭、跨國獵頭、國內(nèi)一線獵頭、區(qū)域性獵頭公司和因為準入門檻低而躍躍欲試的獵頭服務(wù)介入者,初創(chuàng)獵頭如何把握好經(jīng)營的重中之重銷售環(huán)節(jié),從行業(yè)紅海找到屬于自己的商業(yè)藍海,從而讓初創(chuàng)不久的小微獵頭能夠順利度過生存期進入高速成長的快車道,本文就是基于這樣的背景,在行業(yè)普遍產(chǎn)品簡單且增值服務(wù)少、服務(wù)不規(guī)范且無標準、收費不一且用戶體驗差、國內(nèi)普遍獵頭企業(yè)生命周期短且無品牌等情況下,通過營銷策略的差異化與創(chuàng)新以謀求企業(yè)核心競爭力的獲取和可持續(xù)發(fā)展的動力。論文基于以上的研究背景,研究思路和主要觀點如下。首先,以瀚特企業(yè)管理咨詢公司為例(以下簡稱瀚特獵頭公司),通過對公司所在行業(yè)的發(fā)展歷程、格局現(xiàn)狀、主要營銷理論與實踐、制約壁壘等進行完整梳理,同時對企業(yè)所處的內(nèi)外部環(huán)境利用PEST和SWOT進行完整分析,并深度挖掘目標客戶的痛點,從而在產(chǎn)品、渠道、定價、促銷四個核心維度制定出符合企業(yè)中長期發(fā)展的差異化營銷策略,包括并不限于定位于中國TMT行業(yè)企業(yè)有意拓展海外第三世界業(yè)務(wù)的企業(yè)為目標客戶。針對雇主在業(yè)務(wù)流程的相應(yīng)業(yè)務(wù)節(jié)點爭取都有讓用戶和客戶都可以把控的產(chǎn)品輸出,針對候選人也不再是簡單的機會信息傳遞者角色,從而真正意義上與同行形成差異化以保障企業(yè)能夠快速度過生存期,并且隨著中國TMT企業(yè)順勢在第三世界業(yè)務(wù)的高速成長將企業(yè)帶入成長快車道。再者,本文運用獵頭行業(yè)4V營銷理論、營銷組合策略理論等理論為指導(dǎo),對獵頭行業(yè)、目標客戶等多方位研究,制定公司差異化的市場營銷策略,基于用戶思維,從用戶需求到用戶體驗,回歸行業(yè)價值,形成有效的營銷閉環(huán),進而真正解決雇主與獵頭、獵頭與候選人、候選人與雇主之間的信息不對稱問題。最后,為了實現(xiàn)公司產(chǎn)品的營銷戰(zhàn)略策略順利落地,制定了相應(yīng)保障措施,具體涉及可持續(xù)人才生態(tài)鏈構(gòu)建、顧問知識體系精深布局等方面內(nèi)容。本文對于同行中小獵頭公司發(fā)掘自身核心競爭力和找到屬于自己的發(fā)展之路提供了參考模式,同時也有一定的指導(dǎo)和借鑒意義。
[Abstract]:With the further development of globalization and the greater participation of Chinese enterprises in the development of the world economy,More and more enterprises realize that recruiting and matching core positions through headhunting has become the key channel for many enterprises to recruit and configure human resources. However, in the face of more and more domestic 500 headhunters, transnational headhunters, domestic headhunters,Regional headhunting companies and headhunters who are eager to enter the search service because of the low entry barriers, how do start-up headhunters grasp the most important sales links of their operations, and find their own commercial blue sea from the Red Sea of the industry?This paper is based on the background that the product is simple, the value-added service is few, the service is not standard, and the service is not standard.In the case of different fees and poor user experience, and the short life cycle and no brand of domestic headhunting enterprises, through the differentiation and innovation of marketing strategies to seek the core competitiveness of enterprises and the power of sustainable development.Based on the above research background, the research ideas and main viewpoints are as follows.First of all, take Hante Enterprise Management Consulting Company as an example (hereinafter referred to as Hante headhunting Company), through the development of the company's industry, the pattern of the status quo, the main marketing theory and practice, constraints barriers and so on.At the same time, the internal and external environment of the enterprise is analyzed completely by using PEST and SWOT, and the pain points of the target customers are deeply mined, so that the products, channels and pricing can be set.The four core dimensions of sales promotion make out differentiated marketing strategies which are in line with the long-term development of enterprises, including not limited to the target customers of Chinese TMT enterprises which are interested in expanding overseas third world business.For employers in the business process in the corresponding business nodes have to let users and customers can control the product output, for candidates are no longer a simple opportunity information delivery role,Therefore, the differentiation is formed in real sense to ensure that enterprises can survive quickly, and with the rapid growth of Chinese TMT enterprises in the third World business, they will take the growth into the fast lane.Furthermore, this paper uses the theories of 4V marketing theory and marketing combination strategy of headhunting industry as the guidance, studies the headhunting industry, target customers and so on, and formulates the company's differentiated marketing strategy, which is based on the user's thinking.From user demand to user experience, return to industry value, form effective marketing close-loop, and then solve the problem of information asymmetry between employer and headhunter, headhunter and candidate, candidate and employer.Finally, in order to realize the successful landing of the marketing strategy of the company's products, the corresponding safeguard measures are formulated, including the construction of the ecological chain of sustainable talents, the profound layout of the consultant knowledge system, and so on.This paper provides a reference model for peer small headhunters to explore their own core competitiveness and find their own way of development, but also has certain guidance and reference significance.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F282

【相似文獻】

相關(guān)期刊論文 前10條

1 楊莉虹;;基于顧客信任的關(guān)系營銷策略研究[J];消費導(dǎo)刊;2007年06期

2 邢花,董麗,賈征,陳潔;國際藥品市場營銷策略研究[J];國際貿(mào)易問題;2001年02期

3 呂萍;基于信息產(chǎn)品的市場營銷策略研究[J];情報理論與實踐;2002年04期

4 趙智宏;張淑萍;陳綱;;寧夏清真牛羊肉產(chǎn)業(yè)的系統(tǒng)開發(fā)與整合營銷策略研究[J];農(nóng)業(yè)經(jīng)濟;2006年03期

5 郁有萍;;B公司產(chǎn)品營銷策略研究[J];商場現(xiàn)代化;2006年09期

6 楊帆;;大學(xué)生的自我營銷策略研究[J];華東經(jīng)濟管理;2007年08期

7 劉輝;;基于關(guān)系營銷的營銷策略研究[J];經(jīng)濟論壇;2008年16期

8 康勇;;連鎖經(jīng)營中的連鎖反應(yīng)及營銷策略研究[J];中國商貿(mào);2010年16期

9 鄧t，

本文編號：1720259