智联招聘公司营销模式改进研究

发布时间：2018-04-17 18:02

本文选题：智联招聘 + 互联网招聘　；参考：《兰州大学》2013年硕士论文

【摘要】：本论文的研究对象是国内互联网招聘领域的知名企业—智联招聘公司当前的市场营销模式,论文从分析中国互联网招聘行业的发展现状入手,进而针对智联招聘公司的现有产品线、报价体系、业务推广模式和客户服务体验方面存在的不足做了逐一归纳呈现,之后结合理论对这些问题提出了较为系统的营销模式改进解决方案,方案包括公司营销模式的战略性层面、公司产品区别于竞争对手的差异性层面、公司营销团队的管理执行性层面三部分规划,体现在具体的改进策略上则包括建设智联招聘的专业服务市场品牌形象、未来公司上市前后的市场定位、完善的客户服务体系制度、公司产品的独特卖点、专业的销售业务团队、规范的渠道合作管理模式六个方面,从而验证了企业发展离不开创新,行业发展必须走细分市场的道理。2011年底开始,方案中的部分内容开始被借鉴到公司的市场营销管理体系中,尤其是上海分公司的大客户部在总结2012年全年业绩有了较大提升的经验时发现,业绩数据增长点大多与本方案的内容密切相关。即将到来的2013年是智联招聘公司计划纳斯达克上市前的最关键一年,无论是在公司的营业收入还是市场份额方面,股东方都有更高的要求和期待,因此本方案还需要在未来的工作践中继续细化和完善。
[Abstract]:The research object of this paper is the current marketing model of Zhaopin recruitment Company, a well-known enterprise in the field of domestic Internet recruitment. This paper begins with the analysis of the current situation of the Internet recruitment industry in China.Furthermore, the shortcomings of Zhaopin recruitment company in the aspects of product line, quotation system, business promotion model and customer service experience are summarized and presented one by one.Then the author puts forward some systematic solutions to these problems, including the strategic level of the company's marketing model, the difference between the company's products and its competitors, and the difference between the company's products and its competitors.There are three parts of the executive planning of the marketing team, including the construction of the brand image of the professional service market recruited by Zhaopin, and the market positioning before and after the company goes public in the future.The perfect customer service system, the unique selling point of the company's products, the professional sales business team, the standardized channel cooperation management mode, thus proved that the enterprise development can not be separated from innovation,The development of the industry must follow the principle of market segmentation. Beginning at the end of 2011, some of the contents of the program are beginning to be used for reference in the marketing management system of the company.Especially, the major account department of Shanghai Branch has found that the growth point of performance data is closely related to the content of this scheme when summing up the experience of improving the annual performance of the whole year in 2012.The coming year of 2013 is the most crucial year before Zhaopin.com plans to list on Nasdaq. Both in terms of operating income and market share, shareholders have higher demands and expectations.Therefore, this scheme also needs to continue to refine and improve in the future work practice.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F49

【共引文献】