企业雇主品牌实施战略研究

发布时间：2018-05-31 21:41

本文选题：雇主品牌 + 价值　；参考：《重庆交通大学》2009年硕士论文

【摘要】： 20世纪90年代以来,随着经济全球化进程的不断深入,人力资源在企业发展战略中正扮演着越来越重要的角色,激烈的人才争夺战已经展开。“雇主品牌战略”作为吸引人才的有效方法,日益成为全球管理实务界关注的新领域。近几年在全球掀起了“最佳雇主”评选热,如:著名管理咨询公司翰威特——中国最佳雇主评选、华信惠悦"财富评选——卓越雇主评选、中华英才网评选——大学生心目中最佳雇主评选以及中央电视台经济频道——年度雇主评选等等,可见雇主品牌越来越受到人们的重视。但是,现在这方面的理论研究严重落后于管理实践,多数研究不仅停留在定性分析阶段,而且没有形成统一的认识。因此,具有较强指导性和实用性的雇主品牌价值评价的研究对企业雇主品牌战略的进一步实施显得格外重要。本文首先通过对雇主品牌内涵及其战略实施等理论进行分析研究,提出以企业雇主品牌价值评价及构建方法为研究对象。其次,借鉴前人对雇主品牌价值评价的探究成果和目前已有的各大咨询机构、媒体等组织对其的调查结果,基于前人对层次分析方法的研究,在明确基本理论概念之后,对企业雇主品牌价值的评价进行了具体的分析,并在此基础上建立起企业雇主品牌价值评价指标体系,从人才引留力、企业实力、企业文化、员工适配度、企业形象等五个方面,包括18个具体指标,对企业的雇主品牌价值进行评价分析。在分析过程中运用了层次分析法确定权重,得出了各影响因素的重要性排序,再运用模糊综合评价法进行综合评价,实现了定性分析与定量分析的有效结合,使研究结果更加科学、可信。在此基础之上,得出了针对各评价指标企业可具体操作的办法。最后,在文中进一步探讨了雇主品牌的构建与实施战略。本文进行的一系列研究是希望能够对雇主品牌进行一个深入、系统的分析,同时建立一套具有操作性的雇主品牌价值评价指标体系,从雇主品牌的构建到实施提出一些合理化的建议,以期对企业在实际进行雇主品牌建设时有所帮助。
[Abstract]:Since 1990s, with the deepening of economic globalization, human resources are playing a more and more important role in the enterprise development strategy. As an effective way to attract talents, "employer Brand Strategy" has increasingly become a new field of global management practice. In recent years, there has been a worldwide popularity of "best employers", such as Hewitt, a famous management consulting firm, and Huaxin Wyatt, "Wealth Award-excellent employer Award." The best employer in college students' minds and the economy channel of China Central Television (CCTV), etc., show that employers' brands are getting more and more attention. However, the theoretical research in this field lags behind the practice of management seriously, and most of the studies are not only in the qualitative analysis stage, but also do not form a unified understanding. Therefore, the study of employer brand value evaluation with strong guidance and practicability is particularly important for the further implementation of enterprise employer brand strategy. Firstly, through the analysis and research on the theory of employer brand connotation and strategy implementation, this paper puts forward the evaluation and construction method of employer brand value as the object of study. Secondly, draw lessons from the previous research results of employer brand value evaluation and the existing major consulting organizations, media and other organizations to its findings, based on the previous research on the analytic hierarchy process, after clear the basic theoretical concepts, On the basis of analyzing the evaluation of enterprise employer brand value, this paper establishes the evaluation index system of enterprise employer brand value, which includes talent attraction, enterprise strength, enterprise culture, employee adaptability, etc. Five aspects of corporate image, including 18 specific indicators, to evaluate the employer brand value. In the process of analysis, AHP is used to determine the weight, and the importance ranking of the influencing factors is obtained. Then the fuzzy comprehensive evaluation method is used to carry out the comprehensive evaluation, which realizes the effective combination of qualitative analysis and quantitative analysis. Make the results more scientific and credible. On this basis, the specific operation of the evaluation index enterprises can be obtained. Finally, the paper further discusses the construction and implementation strategy of employer brand. A series of studies are carried out in this paper in the hope of making a thorough and systematic analysis of the employer's brand and establishing a set of operable evaluation index system of employer's brand value. From the construction to implementation of employer brand, some reasonable suggestions are put forward in order to help the enterprise in the construction of employer brand.
【学位授予单位】：重庆交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F272.92

【引证文献】