基于新媒体的雇主品牌传播效果评价研究
发布时间：2018-10-11 19:02
【摘要】：对于企业来说,人才至关重要。雇主品牌建设与传播,作为企业进行人才吸引与管理的重要手段,已经得到越来越多的企业的重视与采用。同时,新的媒体形态频出,新媒体已经从各方各面融入了企业的雇主品牌传播过程之中。在这一背景下,企业迫切需要对自身的雇主品牌传播效果进行测评,从而发现自身现有的雇主品牌传播的不足,有针对性地制定和实行雇主品牌传播新策略,以指导企业更好应用多种传播渠道进行雇主品牌传播。但目前国内外对这个问题的研究成果较少,尚未见到完整的评价体系。本研究在梳理新媒体、雇主品牌、传播效果相关概念的基础上,通过文献研究分析新媒体时代下的雇主品牌传播模式,同时在专家访谈的基础上,结合广告传播效果评价、品牌传播效果评价等传播效果评价理论和体系,将新媒体环境中雇主品牌的传播阶段特点与已有的传播效果的评价体系相结合,设计出了一套适合当今我国企业状况的雇主品牌传播效果评价体系。该体系共分为两级指标,其中第一级指标为接触效果、兴趣效果、态度效果、行动效果和分享效果,每个一级指标又下设不同的二级指标,并在此基础上通过专家评分法根据重要性对不同指标进行权重分配。最后,本文选择了一家企业对建立的体系进行应用。
[Abstract]:For enterprises, talent is crucial. As an important means to attract and manage talents, the construction and dissemination of employer brand has been paid more and more attention to and adopted by more and more enterprises. At the same time, new media form frequently, new media has been from all sides into the enterprise's employer brand communication process. Under this background, enterprises urgently need to evaluate their employer brand communication effect, so as to find out the shortcomings of their existing employer brand communication, and formulate and implement a new strategy of employer brand communication. In order to guide enterprises to better use a variety of communication channels for employer brand communication. However, there are few research results on this issue at home and abroad, and a complete evaluation system has not yet been seen. On the basis of combing the related concepts of new media, employer brand and communication effect, this study analyzes the mode of employer brand communication in the new media era through literature research, at the same time, on the basis of expert interviews, combined with advertising communication effect evaluation. The theory and system of communication effect evaluation, such as brand communication effect evaluation, combine the characteristics of employer brand communication stage in the new media environment with the existing communication effect evaluation system. A set of evaluation system of employer brand communication effect is designed. The system is divided into two levels of indicators, the first of which is contact effect, interest effect, attitude effect, action effect and sharing effect. On the basis of this, the weight of different indexes is allocated according to the importance of the expert scoring method. Finally, this paper chooses an enterprise to apply the established system.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F272.92;G206
[Abstract]:For enterprises, talent is crucial. As an important means to attract and manage talents, the construction and dissemination of employer brand has been paid more and more attention to and adopted by more and more enterprises. At the same time, new media form frequently, new media has been from all sides into the enterprise's employer brand communication process. Under this background, enterprises urgently need to evaluate their employer brand communication effect, so as to find out the shortcomings of their existing employer brand communication, and formulate and implement a new strategy of employer brand communication. In order to guide enterprises to better use a variety of communication channels for employer brand communication. However, there are few research results on this issue at home and abroad, and a complete evaluation system has not yet been seen. On the basis of combing the related concepts of new media, employer brand and communication effect, this study analyzes the mode of employer brand communication in the new media era through literature research, at the same time, on the basis of expert interviews, combined with advertising communication effect evaluation. The theory and system of communication effect evaluation, such as brand communication effect evaluation, combine the characteristics of employer brand communication stage in the new media environment with the existing communication effect evaluation system. A set of evaluation system of employer brand communication effect is designed. The system is divided into two levels of indicators, the first of which is contact effect, interest effect, attitude effect, action effect and sharing effect. On the basis of this, the weight of different indexes is allocated according to the importance of the expert scoring method. Finally, this paper chooses an enterprise to apply the established system.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F272.92;G206
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