山东邮政转型期新媒体业务人才优化管理研究

发布时间：2018-01-17 01:18

本文关键词：山东邮政转型期新媒体业务人才优化管理研究　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：邮政企业是我国经济和社会事业发展的重要支柱,是受国家财政支持和管理的大型国有企业。随着邮政体制改革的进行,对邮政人才的管理成为邮政业务发展的关键因素。我国邮政从2003年开始实行政企分开、监管独立的办法,代表邮政的管理制度改革步入正轨。2007年,国家邮政局、中国邮政集团公司正式挂牌,邮政公司开始进入到了市场化运作阶段,经营模式和员工管理制度都按照市场的标准执行,每个省的邮政集团公司和各个地市级邮政分公司有了新身份,即成为自主经营、自负盈亏的独立企业。对山东邮政企业来说,在2003年国家“8531”补贴计划终止后,整个邮政公司营销体系的建设提上了议事日程,但是当时大部分公司对营销环节还没有引起足够的重视,对广告的市场投放情况、宣传媒体的选择、广告收入的统计分析都没有专业的人来做,与现在相比可以说是一大片空白。这一局面真正得到改善是在2007年,邮政储蓄银行和速递物流公司剥离和组建,大量的管理人才和营销人才被优先充实到新成立的邮政储蓄银行和邮政速递物流公司,更重要的是“四通一达”快递公司的成立和网络购物的兴起,加剧了邮政物流业务的市场竞争,越来越多、越来越专业的人才需要填充到邮政公司中去,专业负责邮政的广告业务,为公司带来更多更大的经济收益。对照当前国内邮政新媒体营销方面的研究,有对邮政员工管理制度进行研究的,也有对营销人才管理进行研究的,但是对新媒体人才的优化管理策略进行研究的比较稀缺。本文运用个案研究、实证研究、理论分析相结合的方法对山东邮政新媒体营销人才的优化管理进行了分析研究,研究的重点在于认识山东邮政目前新媒体人才管理的现状、存在的问题、改进措施这三个方面。研究的思路是先进行理论铺垫,对我国当前运用较多的几大人才管理理论进行阐述,明确在邮政公司做好人才管理的重要意义;接着对山东邮政新媒体人才的构成情况进行分析;最后是分析问题和提出对策,这一部分内容是重点阐述的内容,创新点在于本文紧密结合当前快速变化的新媒体市场和营销策略,着眼于邮政业务的新变化,提出了切合实际的对策建议。本文研究有区别于前人的研究,在邮政营销人才培养的基础上提出了山东邮政新媒体人才的优化策略,研究具有精准、细分的特征,并且研究主题切中时弊,对解决当下邮政新媒体人才短缺的问题具有重要的价值,最终目的在于帮助山东邮政企业更好的发展新媒体业务,做好宣传推广工作、配合核心业务发展,取得山东邮政经济效益和社会效益的双丰收。
[Abstract]:Postal enterprise is an important pillar of the economic and social development of our country. It is a large state-owned enterprise supported and managed by the state finance. With the reform of postal system going on. The management of postal talents has become a key factor in the development of postal services. Since 2003, China's postal service has implemented the method of separating government from enterprises and supervising independently. On 2007, the National Post Office, China Post Group Company officially listed, postal companies began to enter the stage of market-oriented operation. Business model and staff management system are implemented in accordance with the standards of the market, each province postal group companies and each prefecture-level postal branch has a new identity, that is, become self-management. For Shandong postal enterprises, after the end of the state "8531" subsidy program in 2003, the construction of the whole postal marketing system was put on the agenda. But at that time, most of the companies did not pay enough attention to the marketing links. There were no professional people to do the marketing situation, the choice of the media, and the statistical analysis of advertising revenue. Compared with now, it is a big blank. This situation really improved in 2007, Postal savings Bank and express logistics company were spun off and formed. A large number of management and marketing talents have been given priority to the newly established postal savings bank and postal express logistics company, more importantly, the establishment of "four links and one reach" express delivery company and the rise of online shopping. Intensified the postal logistics business market competition, more and more, more and more professional talents need to fill in the postal companies, specialized in charge of postal advertising business. For the company to bring more and greater economic benefits. Compared with the current domestic postal new media marketing research, there are postal staff management system research, but also for marketing talent management research. However, it is rare to study the optimal management strategy of new media talents. This paper uses case study, empirical research. This paper analyzes and studies the optimization management of new media marketing talents in Shandong Post by the method of theoretical analysis. The emphasis of the study is to understand the current situation and problems of new media talent management in Shandong Post. The idea of the research is to lay the groundwork for the theory, to expound the theory of talent management, and to make clear the significance of the talent management in the postal company. Secondly, it analyzes the composition of new media talents in Shandong Post. The last part is to analyze the problems and put forward countermeasures, this part is the focus of the content, innovation is that this article closely combined with the current rapid changes in the new media market and marketing strategy, focusing on the new changes in postal services. Put forward practical countermeasures and suggestions. This study is different from the previous research, on the basis of postal marketing talent training, put forward the optimization strategy of Shandong postal new media talents, the research is accurate. The characteristics of subdivision, and research on the theme of the current and wrong, to solve the problem of shortage of new media talent in the postal service has an important value, the ultimate purpose is to help Shandong postal enterprises to better develop new media business. Do a good job of publicity and promotion, with the development of core business, Shandong Post economic and social benefits of the double harvest.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F616.1

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