商业银行雇主品牌对湖南省高校毕业生就业的吸引力研究

发布时间：2018-05-08 02:23

本文选题：商业银行 + 雇主品牌　；参考：《湘潭大学》2012年硕士论文

【摘要】：21世纪以来，全球经济一体化的逐渐深入加剧了各国企业间的竞争。我国加入WTO以后，国内银行业在这个时期也经历着重大的变革和转轨。国有银行的改革、股份制银行的崛起、城市银行和合作银行的发展以及外资银行的进入，使得银行业的竞争日益激烈。新经济环境大大提高了人力资本的重要性，，如何消耗最少的资源，吸引和留住企业发展所需人才，成为所有企业思考的问题。实践表明，现代企业吸引和留住人才最有效的法宝是建立雇主品牌。因此，研究商业银行雇主品牌对高校毕业生就业的吸引力，具有重要的理论与实践意义。本文依据雇主品牌理论和高校毕业生就业理论，综合运用多种分析方法，考察了商业银行雇主品牌对高校毕业生就业的吸引力问题。本文首先阐述了雇主品牌与高校毕业生就业的相关理论；接着以湖南省高校毕业生为调查对象，利用商业银行雇主品牌的调查数据，研究商业银行雇主品牌对湖南省高校毕业生就业的吸引力；最后得出基本结论并提出政策建议。本文的主要研究结论有：（1）商业银行雇主品牌对高校毕业生就业具有正向的影响作用；（2）在不同类型的商业银行中，国有商业银行是高校毕业生最希望就业的商业银行；（3）在商业银行雇主品牌的四个维度中，高校毕业生最关注的是功能性因素，其后依次是发展性因素，象征性因素和体验性因素。本文的创新点主要体现在：将商业银行雇主品牌划分为象征性因素、功能性因素、体验性因素和发展性因素四个维度进行测评，可以更为具体的度量不同维度对高校毕业生就业吸引力的强弱，有助于商业银行提高品牌建设的针对性，增强雇主品牌的吸引力。
[Abstract]:Since the 21 st century, the deepening of global economic integration has intensified the competition among enterprises. After China's entry into WTO, the domestic banking industry also experienced great changes and transition in this period. The reform of state-owned banks, the rise of joint-stock banks, the development of city banks and cooperative banks and the entry of foreign banks make the competition of banking increasingly fierce. The new economic environment has greatly enhanced the importance of human capital. How to consume the least resources and attract and retain the talents needed for the development of enterprises has become a problem for all enterprises to think about. Practice shows that the most effective magic weapon for modern enterprises to attract and retain talents is to establish employer brand. Therefore, it is of great theoretical and practical significance to study the attraction of employer brand of commercial banks to the employment of college graduates. Based on the employer brand theory and the employment theory of college graduates, this paper investigates the attractiveness of the employer brand of commercial banks to the employment of college graduates by using a variety of analytical methods. This paper first expounds the relevant theories of employer brand and employment of college graduates, and then takes Hunan university graduates as the survey object, using the survey data of employer brand of commercial banks. This paper studies the attraction of commercial bank employer brand to the employment of college graduates in Hunan Province, and finally draws a basic conclusion and puts forward some policy suggestions. The main conclusions of this paper are as follows: (1) the employer brand of commercial banks has a positive effect on the employment of college graduates. (2) in different types of commercial banks, Among the four dimensions of commercial bank employer brand, university graduates are most concerned about functional factors, followed by developmental factors. Symbolic and experiential factors. The innovation points of this paper are as follows: the commercial bank employer brand is divided into four dimensions: symbolic factor, functional factor, experiential factor and developmental factor. It can measure the employment attractiveness of college graduates in different dimensions more concretely, which will help commercial banks to improve the pertinence of brand construction and enhance the attraction of employer brand.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33;G647.38

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