X啤酒股份有限公司雇主品牌建设研究

发布时间：2018-08-20 12:11

【摘要】：“优秀的人才”作为企业核心竞争力之一,对于企业发展而言起着十分重要的作用,特别是在知识经济时代下的今天,如何留住优秀人才,吸引更多潜在的“雇员”,成为企业在发展过程中亟需解决的问题。为了推动企业发展,完善公司人事制度,吸引更多优秀人才,企业高层需要在企业内部推广一种新的人力资源管理理念——雇主品牌建设。不同于企业与产品品牌,雇主品牌建设以其独有的企业管理模式、人才理念和品牌文化,被公司员工认可,得到社会的肯定,在吸引和留住优秀人才、提高员工满意度以及提高公司品牌竞争力方面发挥重要的作用。为了更为透彻研究雇主品牌价值及影响因素以及分析企业在雇主品牌建设过程中存在的问题,提出完善解决对策,本文选取X啤酒股份有限公司的雇主品牌建设为例,分析公司的发展环境、企业文化、企业影响力、激励机制等,通过研究这些因素与雇主品牌建设之间的联系,研究X啤酒股份有限公司雇主品牌建设在实施过程中存在的问题与对策。本文共分为五个部分。第一部分,绪论。作为全文的铺垫部分,介绍了本文的研究背景、研究目的与意义、研究问题、研究综述、研究思路与方法以及研究限制等;第二部分,理论综述。这一部分内容详细地介绍雇主品牌的基础内容,例如,分析相关的雇主品牌的概念、影响因素、雇主品牌建设的实施步骤及相关理论,如价值定位理论和雇主品牌评价理论以及品牌忠诚度理论等;第三部分,X啤酒股份有限公司雇主品牌建设研究。这一章内容是本文的重点,通过分析X啤酒股份有限公司雇主品牌建设的现状,全面地认识到X啤酒股份有限公司在雇主品牌建设过程中存在的问题,并分析问题原因所在;第四部分,X啤酒股份有限公司雇主品牌建设方案设计。这部分内容是本文的核心,同时也是研究目的所在,在了解X啤酒股份有限公司雇主品牌建设问题的基础上,作者对该企业雇主品牌建设进行战略定位并提出完善的发展建议,希望通过改善公司的激励制度、提高员工的薪酬待遇、进行品牌文化建设等,推动X啤酒股份有限公司雇主品牌建设与完善;第五部分,结论。这章内容对全文观点进行总结,并提出其应用价值,做出后续研究的建议。
[Abstract]:As one of the core competitiveness of enterprises, "excellent talents" play a very important role in the development of enterprises, especially in the era of knowledge economy, how to retain outstanding talents and attract more potential "employees". It has become an urgent problem for enterprises to solve in the process of development. In order to promote the development of the enterprise, perfect the personnel system of the company and attract more excellent talents, the high level of the enterprise needs to promote a new concept of human resource management in the enterprise-the brand construction of the employer. Different from enterprise and product brand, employer brand construction is recognized by the company staff for its unique enterprise management model, talent concept and brand culture, and is recognized by the society to attract and retain outstanding talents. Improve employee satisfaction and improve the company's brand competitiveness plays an important role. In order to study the value of employer brand and its influencing factors, and analyze the problems existing in the process of employer brand construction, and put forward some countermeasures, this paper chooses X Beer Co., Ltd. as an example. By analyzing the development environment, corporate culture, corporate influence, incentive mechanism and so on, this paper studies the relationship between these factors and employer brand building. This paper studies the problems and countermeasures in the implementation of X Beer Co., Ltd.'s employer brand construction. This paper is divided into five parts. The first part, introduction. As the foreshadowing part of the paper, this paper introduces the research background, research purpose and significance, research issues, research review, research ideas and methods, research limitations and so on; the second part, theoretical review. This part introduces the basic contents of employer brand in detail, for example, analyzing the concept of relevant employer brand, influencing factors, implementing steps of employer brand building and relevant theory. Such as value orientation theory, employer brand evaluation theory and brand loyalty theory, etc. The third part is the research on employer brand construction of X Beer Co., Ltd. This chapter is the focus of this paper, through the analysis of X Beer Co., Ltd. employer brand construction status quo, a comprehensive understanding of X Beer Co., Ltd. in the process of employer brand building problems, and analyze the causes of the problems; The fourth part is the design of employer brand construction scheme of X Beer Co., Ltd. This part is the core of this paper, but also the purpose of the study. On the basis of understanding the problem of brand construction of X Beer Co., Ltd, the author makes strategic positioning and puts forward some suggestions for the development of the brand construction of the employer. The author hopes to improve the incentive system of the company, improve the salary of employees, carry out brand culture construction, and promote the brand construction and perfection of X Beer Co., Ltd. The fifth part is conclusion. This chapter summarizes the views of the full text, puts forward its application value, and makes suggestions for follow-up research.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.92;F426.82

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