基于4Ps理论的高校就业工作模式研究

发布时间：2018-03-14 04:45

本文选题：高校　切入点：就业工作　出处：《中南民族大学》2009年硕士论文　论文类型：学位论文

【摘要】： 随着高等教育普及率的提高和社会经济环境的影响,大学生就业问题日显突出。一般来说,解决大学生就业的问题,有三个层面的措施:一是国家相关的就业政策,二是高校的就业工作,三是大学生自身的素养;作为高校的可控因素,后两者又是息息相关的。因此,作者认为,从高校的角度,分析如何促进大学生就业,是解决大学生就业问题的当务之急。市场营销学是伴随着市场经济的产生和发展而逐步形成的一门科学。近年来,市场营销思想不断得到丰富和创新,其应用领域也不断扩大,非营利性组织营销已成为市场营销的一个重要研究课题。在市场营销学的丰富理论体系中,核心的当数“4Ps理论”,即企业或其他社会组织在进行营销工作时,可从产品(Product)、价格(Price)、渠道(Place)、促销(Promotion)等四方面入手,设计不同的营销组合,以提高工作效果。充分应用“4Ps理论”,科学地构建“高校4Ps就业工作模式”(如图),对于解决当前大学生就业问题,具有理论上的启发和实践上的指导意义。本论文共分五章。第一章“绪论”,说明了论文的选题理由及主要研究方法,并通过文献综述,概述了目前国内外对本课题的研究现状;接着,对4Ps理论及其对高校就业工作的启示进行了阐释。第二章“产品质量提升——大学生素质培育”。首先应用市场营销学的产品概念,对“高校产品”——毕业生进行了演绎,作者认为,高校对学生的培养,主要应当对其“核心产品”:专业技能进行培育;同时注重学生就业能力这一“形式产品”的开发;并且,实行对已毕业生的“召回服务”,也是产品开发的一个重要方面。然后,针对当前有些高校对学生就业能力的培育重视不够或方法缺欠,对如何进行学生就业能力的培养进行了深入分析。市场定位是企业产品策略一个重要方面,作者在本章“职业定位”部分,对高校如何帮助大学生职业定位进行了分析,认为,要帮助大学生做好“职业定位”,高校就业工作部门主要应从“职业心理测评”和“职业生涯规划”两方面入手。第三章“价格策略——大学生合理薪酬期望指导”。作者首先对其概念进行了梳理,认为大学生对薪酬的期望不仅包括工资,就业区域、就业行业、就业形式等的选择也应该包括在内;接着对当前大学生薪酬期望和高校薪酬指导的现状进行了分析。在此基础上,作者认为要建立合理的薪酬期望,高校就业工作主要应做好如下工作:在薪酬调查方面,首先要树立全新的薪酬观念,其次要建立一支高素质的薪酬调查队伍,最后在工作中宜采用科学的调查方法;在薪酬指导方面,首先应做好学生素质测评,其次做好薪酬指导课程设计,同时应结合国家政策进行合理疏导。第四章“渠道拓展——大学生就业方式引导”。作者认为,做好大学生就业工作,其渠道策略的应用,可从两大方面去分析。从学生的角度看,“渠道策略”就是就业渠道的合理选择。从这个角度入手,要求高校做好创业教育,这不仅可应对当前就业市场的疲软问题,同时,还可为其他毕业生创造就业机会;当然,当前大部分学生所选择的仍是“市场择业”这一方式,因此高校,一方面应做好市场调查,以提供更多的用工信息,同时,做好择业技巧宣讲,也是非常重要的工作;“升学深造”,也是大学毕业生的一种很重要的就业形式,面对这一部分学生,高校可针对性的做好如下工作:协助大学生明确升学深造的目的,帮助学生选择合理学校、专业和升学形式,为大学生创造良好的复习备考环境等。从高校的角度,“渠道策略”就是推荐渠道的选择。校园招聘,是当前高校推荐渠道中最重要的方式,科学地筹备好每场校园招聘会,能给学生创造非常多的就业机会;和用人单位、教职工通过签订协议、合同的方式进行合作推荐,以及利用人才中介机构有偿和无偿服务进行推荐,也是高校就业工作部门可考虑的推荐方式。第五章“促销战略——大学生形象塑造”。作者认为,和企业产品一样,大学生要顺利就业,也应当做好促销工作,以树立良好的形象。在广告策略方面,主要可从“就业网建设”和“媒体宣传”两方面入手,以提高学校的形象;在公共关系方面,作者认为,高校就业部门主要应配合其他单位做好“社会服务”、“参与竞赛”和“校园开放日”等工作,以提高学校及学生的形象;和企业不同,笔者认为,高校就业促销战略,还应当做好校友资源开发,这不仅能帮助学生树立学习楷模,同时更重要的是,可利用杰出校友的事迹,为学校及本校学生塑造良好声誉。 “结语”部分,作者对本研究进行了展望,认为,高校就业工作要顺利开展,除了财力和物力外在因素外,高校从事就业工作的教师素质则是内在制约因素;同时当前的高校就业工作体制,也可能需要进行改革,这样才能顺应社会的发展,以应对高校就业工作这一系统工程。
[Abstract]:With the improvement of higher education popularity and social and economic environment, the employment problem of college students is becoming more and more important. Generally speaking, to solve the problem of employment of university students, there are three aspects of the measures: one is the relevant national employment policy, two in employment, three are students' literacy; controllable factors as colleges and universities the latter two, are closely related. Therefore, the author thinks that, from the perspective of colleges, analyzes how to promote the employment of university students is a pressing matter of the moment, solve the employment problem of college students.
Marketing is a science with the emergence and development of market economy and the gradual formation. In recent years, the marketing idea has been constantly enriched and innovation, its application fields are expanding, non-profit organization marketing has become an important research topic in marketing. In the rich theoretical system of marketing in the core. When the number of "4Ps" theory, namely the enterprise or other social organizations in the marketing work, from the product price (Product), (Price), channel (Place), promotion (Promotion) and other four aspects, design different marketing mix, in order to improve the effect of the full application of "4Ps theory". "4Ps, scientific construction of college employment work mode" (pictured), to solve the employment problem of college students has inspired the theory and practice of guiding significance.
This paper is divided into five chapters. The first chapter is "Introduction", which explains the reasons and main research methods of the thesis. Through literature review, it summarizes the current research status of this topic both at home and abroad, and then explains the inspiration of 4Ps theory and Its Enlightenment to college employment.
The second chapter "products to enhance the quality of Cultivating College Students' quality first". Application of the marketing of the product concept, the "college graduates of products", the author thinks that the interpretation of the training of students in Colleges and universities, should the "core product": professional skills training; at the same time pay attention to the development of "product form" the students' employment ability; and the implementation of the recall service has graduates, is also an important aspect of product development. Then, aiming at some colleges and universities to cultivate students' employment ability is not enough or lack of attention, how to carry on the training of students' employment ability is analyzed.
Market positioning is an important aspect of enterprise product strategy, the author in this chapter "occupation orientation" part for the university to help students occupation orientation are analyzed, that should help students to do the "occupation positioning", mainly from the two aspects of the college employment department occupation psychological evaluation "and" occupation career planning "to start.
The third chapter "price strategy -- reasonable salary expectations of college students" guidance. The author carries out carding on the concept, think that college students' expectations of salary not only includes wages, employment areas, employment in the industry, such as the choice of forms of employment should also be included; then the status of College students when the salary expectations of college salary and guidance are analyzed. On this basis, the author believes that to establish reasonable salary expectations of college employment mainly do the following work: in the salary survey, we must first establish a new salary concept, secondly to establish a high quality salary survey team, finally in the work should adopt the method of scientific investigation; in terms of pay guidance first students quality evaluation, secondly make compensation guidance of curriculum design, and should be combined with the national policy reasonable ease.
The fourth chapter is "channel expansion -- the guidance of College Students' employment mode". The author thinks that the application of channel strategy to do well the employment of college students can be analyzed from two aspects.
From the student's point of view, the channel strategy is a reasonable choice of employment channels. From this angle, requirements of College entrepreneurship education at the same time, it can not only deal with the current employment market weakness, and can also create employment opportunities for other graduates; of course, the majority of students choose is "market selection" this way, therefore, colleges and universities, on the one hand should do market research, to provide more employment information, at the same time, good career skills propaganda, is also very important; "further studies", one of the most important forms of employment of university graduates is facing, this part of the students, colleges and universities can be targeted to the following work: to help students clear further studies to help students choose reasonable professional schools, and education forms, for students to create a good environment for the exam.
From the angle of the channel strategy is recommended channel selection. Campus recruitment is the most important channel in the current university recommended, scientifically prepared every campus recruitment, can create numerous employment opportunities for students; and the employer, the staff signed an agreement by way of contract cooperation recommended, and the use of talent agency paid and unpaid services recommended, recommended way is college employment department can be considered.
The fifth chapter "the promotion strategy, shaping the image of college students. The author thinks that the enterprise and products, to college students employment, should also be a good promotional work, to establish a good image. Advertising strategies, mainly starting from the two aspects of the employment network" and "media", in order to improve the image of the school; in terms of public relations, the author thinks that the university employment department should cooperate with other units to do the "social services", "competition" and "Campus Open Day" and so on, in order to improve the image of the school and students; and enterprises, the author believes that the employment promotion strategy of colleges and universities, but also should do a good job in alumni resources development, which not only to help students establish a learning model, and more importantly, the outstanding alumni achievement, school and the students to create a good reputation.
In the epilogue, the author discussed on the employment work in Colleges and universities to carry out smoothly, in addition to financial and material resources to external factors, university teachers engaged in employment is the inherent constraints; at the same time, the current university employment system, may also need to reform, so as to conform to the society the development of engineering, to deal with the university employment work of this system.

【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G647.38

【引证文献】