瀚特猎头公司营销策略研究

发布时间：2018-04-07 18:01

本文选题：营销策略　切入点：差异化　出处：《兰州大学》2017年硕士论文

【摘要】：随着全球化的进一步深入和中国企业更多参与到世界经济发展的大潮,越来越多的企业认识到通过猎头来猎取与匹配核心岗位人才成为众多企业进行人力资源招聘与配置的关键渠道,但是面对国内越来越多500强猎头、跨国猎头、国内一线猎头、区域性猎头公司和因为准入门槛低而跃跃欲试的猎头服务介入者,初创猎头如何把握好经营的重中之重销售环节,从行业红海找到属于自己的商业蓝海,从而让初创不久的小微猎头能够顺利度过生存期进入高速成长的快车道,本文就是基于这样的背景,在行业普遍产品简单且增值服务少、服务不规范且无标准、收费不一且用户体验差、国内普遍猎头企业生命周期短且无品牌等情况下,通过营销策略的差异化与创新以谋求企业核心竞争力的获取和可持续发展的动力。论文基于以上的研究背景,研究思路和主要观点如下。首先,以瀚特企业管理咨询公司为例(以下简称瀚特猎头公司),通过对公司所在行业的发展历程、格局现状、主要营销理论与实践、制约壁垒等进行完整梳理,同时对企业所处的内外部环境利用PEST和SWOT进行完整分析,并深度挖掘目标客户的痛点,从而在产品、渠道、定价、促销四个核心维度制定出符合企业中长期发展的差异化营销策略,包括并不限于定位于中国TMT行业企业有意拓展海外第三世界业务的企业为目标客户。针对雇主在业务流程的相应业务节点争取都有让用户和客户都可以把控的产品输出,针对候选人也不再是简单的机会信息传递者角色,从而真正意义上与同行形成差异化以保障企业能够快速度过生存期,并且随着中国TMT企业顺势在第三世界业务的高速成长将企业带入成长快车道。再者,本文运用猎头行业4V营销理论、营销组合策略理论等理论为指导,对猎头行业、目标客户等多方位研究,制定公司差异化的市场营销策略,基于用户思维,从用户需求到用户体验,回归行业价值,形成有效的营销闭环,进而真正解决雇主与猎头、猎头与候选人、候选人与雇主之间的信息不对称问题。最后,为了实现公司产品的营销战略策略顺利落地,制定了相应保障措施,具体涉及可持续人才生态链构建、顾问知识体系精深布局等方面内容。本文对于同行中小猎头公司发掘自身核心竞争力和找到属于自己的发展之路提供了参考模式,同时也有一定的指导和借鉴意义。
[Abstract]:With the further development of globalization and the greater participation of Chinese enterprises in the development of the world economy,More and more enterprises realize that recruiting and matching core positions through headhunting has become the key channel for many enterprises to recruit and configure human resources. However, in the face of more and more domestic 500 headhunters, transnational headhunters, domestic headhunters,Regional headhunting companies and headhunters who are eager to enter the search service because of the low entry barriers, how do start-up headhunters grasp the most important sales links of their operations, and find their own commercial blue sea from the Red Sea of the industry?This paper is based on the background that the product is simple, the value-added service is few, the service is not standard, and the service is not standard.In the case of different fees and poor user experience, and the short life cycle and no brand of domestic headhunting enterprises, through the differentiation and innovation of marketing strategies to seek the core competitiveness of enterprises and the power of sustainable development.Based on the above research background, the research ideas and main viewpoints are as follows.First of all, take Hante Enterprise Management Consulting Company as an example (hereinafter referred to as Hante headhunting Company), through the development of the company's industry, the pattern of the status quo, the main marketing theory and practice, constraints barriers and so on.At the same time, the internal and external environment of the enterprise is analyzed completely by using PEST and SWOT, and the pain points of the target customers are deeply mined, so that the products, channels and pricing can be set.The four core dimensions of sales promotion make out differentiated marketing strategies which are in line with the long-term development of enterprises, including not limited to the target customers of Chinese TMT enterprises which are interested in expanding overseas third world business.For employers in the business process in the corresponding business nodes have to let users and customers can control the product output, for candidates are no longer a simple opportunity information delivery role,Therefore, the differentiation is formed in real sense to ensure that enterprises can survive quickly, and with the rapid growth of Chinese TMT enterprises in the third World business, they will take the growth into the fast lane.Furthermore, this paper uses the theories of 4V marketing theory and marketing combination strategy of headhunting industry as the guidance, studies the headhunting industry, target customers and so on, and formulates the company's differentiated marketing strategy, which is based on the user's thinking.From user demand to user experience, return to industry value, form effective marketing close-loop, and then solve the problem of information asymmetry between employer and headhunter, headhunter and candidate, candidate and employer.Finally, in order to realize the successful landing of the marketing strategy of the company's products, the corresponding safeguard measures are formulated, including the construction of the ecological chain of sustainable talents, the profound layout of the consultant knowledge system, and so on.This paper provides a reference model for peer small headhunters to explore their own core competitiveness and find their own way of development, but also has certain guidance and reference significance.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F282

【相似文献】