小企业雇主品牌研究

发布时间：2018-08-12 14:45

【摘要】： 今年年初新的劳动法开始得以实行,旨在进一步规范雇主和雇员的关系,更好地维护劳动者的合法权益。政府的这一举措也得到了广大企业和媒体的广泛关注,而多数劳动者也开始更加关注劳动法,积极主动地运用法律维护自身的合法权益。雇主与雇员既有相互依存的关系也有相互矛盾的关系,处理好二者之间的关系对构建社会主义和谐社会有很重要的意义。与此同时,广大雇主和媒体也越来越关注雇主品牌的管理,尤其是一些大企业已经开始系统地在建立自己的雇主品牌,期待良好的雇主品牌可以吸引并留住更多的人才。然而,占企业数绝大多数比重,为社会提供大量就业机会的小企业对雇主品牌的意识非常薄弱,在人力,物力,财力对雇主品牌管理的投入严重不足。本文较详细探讨了雇主品牌管理的研究背景,意义以及其在中国的发展趋势,在对雇主品牌理论分析总结基础上,结合对小企业雇主品牌管理现状的分析以及在两家小企业实习工作经历的总结,试图为小企业雇主品牌的管理提出有益的建议。具体地说,主要包括以下五个部分: 第一,从中国大陆雇主品牌管理现状出发,探讨了小企业雇主品牌管理的研究背景及意义; 第二,总结分析了雇主品牌概念的发展,雇主品牌与企业形象品牌,产品品牌之间的关系,雇主品牌的重要性,以及雇主品牌的定位和沟通; 第三,对小企业的主要雇员群体80后的成长背景,工作状态等进行了分析,并探讨分析了小企业的雇主品牌管理困境; 第四,从雇主品牌管理的角度分析比较了两家公司,PRC Study和FoHRum的雇主品牌管理; 第五,在理论与实践结合的基础上,对小企业雇主品牌的管理提出了合理性建议。小企业雇主品牌的定位不仅要强调企业的特色和发展前景,团队意识,更应该关注并迎合80后这一群体的特点;而雇主品牌的沟通在内部应该强调老板个人魅力,团队沟通以及充满创意的办公室硬件设施,外部沟通则应该关注口碑和网络的力量。
[Abstract]:New labor laws were introduced earlier this year to further regulate employer-employee relations and better protect the legitimate rights and interests of workers. The government's action has also received extensive attention from enterprises and the media, and most workers have begun to pay more attention to the labor law and actively use the law to safeguard their legitimate rights and interests. The relationship between employer and employee is not only interdependent but also contradictory. It is very important to deal with the relationship between them to build a harmonious socialist society. At the same time, employers and the media are paying more and more attention to the management of employer brand, especially some large enterprises have started to set up their own employer brand systematically, hoping that good employer brand can attract and retain more talents. However, the awareness of employer brand is very weak in the small enterprises, which account for the majority of enterprises and provide a large number of employment opportunities for the society, and the investment in employer brand management is seriously insufficient in human, material and financial resources. In this paper, the background, significance and development trend of employer brand management in China are discussed in detail, and on the basis of the analysis and summary of employer brand theory, Based on the analysis of the current situation of employer brand management in small enterprises and the summary of internship experience in two small enterprises, this paper tries to put forward some useful suggestions for the management of employer brand in small enterprises. Specifically, it includes the following five parts: first, starting from the current situation of employer brand management in mainland China, this paper discusses the background and significance of the research on employer brand management in small enterprises. The development of employer brand concept, the relationship between employer brand and corporate image brand, the relationship between product brand, the importance of employer brand, and the positioning and communication of employer brand are summarized and analyzed. This paper analyzes the growth background and working state of the main employee group of small enterprises, and discusses the plight of employer brand management in small enterprises. From the angle of employer brand management, this paper analyzes and compares the employer brand management of PRC Study and FoHRum in two companies. Fifthly, based on the combination of theory and practice, the author puts forward some reasonable suggestions on the management of employer brand in small enterprises. The positioning of employer brand in small enterprises should not only emphasize the characteristics and development prospects of the enterprise, but also pay attention to and cater to the characteristics of the post-80s group, while the communication of employer brand should emphasize the personal charm of the boss. Team communication and creative office hardware facilities, while external communication should focus on word of mouth and the power of the web.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F272.92

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