【摘要】：我國的網(wǎng)絡(luò)招聘行業(yè)作為網(wǎng)絡(luò)技術(shù)在人力資源管理中應(yīng)用最快的領(lǐng)域，已經(jīng)被人們廣泛接受，與傳統(tǒng)招聘渠道相比有著非常明顯的優(yōu)勢(shì)。2011年愛爾蘭尚龍集團(tuán)推出的Myjob.com設(shè)點(diǎn)南昌進(jìn)駐江西市場，在未充分做好市場調(diào)研的情況下，起步就遭遇江西人才網(wǎng)等本地強(qiáng)勢(shì)網(wǎng)絡(luò)招聘競爭對(duì)手。面對(duì)市場知名度低、業(yè)績?cè)鲩L緩慢的困境，Myjob江西分公司在市場競爭中面臨嚴(yán)重的發(fā)展問題。本文深入剖析了Myjob江西分公司的外部環(huán)境與自身的行業(yè)競爭力，進(jìn)而明確了公司的市場定位，，在此基礎(chǔ)上制定出適合自身發(fā)展的市場營銷策略。 首先對(duì)網(wǎng)絡(luò)招聘行業(yè)現(xiàn)狀與發(fā)展趨勢(shì)進(jìn)行了深入分析，結(jié)果顯示，未來的網(wǎng)絡(luò)招聘要想贏得客戶與市場，最重要的是要注重求職者與企業(yè)招聘方的用戶體驗(yàn)，讓求職者最快地找到適合自己的企業(yè)，讓企業(yè)招聘方體驗(yàn)到更快更好的招聘效果。進(jìn)而利用美國哈佛商學(xué)院波特教授提出的著名“五種競爭力”方法分析了Myjob江西分公司的行業(yè)競爭力量。 然后，根據(jù)上面的外部環(huán)境與內(nèi)部環(huán)境分析，通過市場細(xì)分和對(duì)Myjob江西分公司的SWOT分析明確了公司的市場定位：努力成為中國最大的本地化網(wǎng)絡(luò)招聘綜合服務(wù)提供商。 最后，分別針對(duì)求職者與客戶端招聘企業(yè)制定了適合自身發(fā)展的市場營銷策略。求職者是Myjob江西分公司的免費(fèi)客戶，他們的簡歷是公司的服務(wù)保障，有效的簡歷越多就越能保證收費(fèi)客戶的招聘效果�？紤]到Myjob江西分公司在招聘服務(wù)過程中存在一些決策影響者，先分析了市場購買者行為，然后通過4P理論研究了公司的市場營銷策略，進(jìn)而結(jié)合Myjob江西分公司在實(shí)際營銷中會(huì)盡可能的讓客戶購買其他增值服務(wù)、以及在服務(wù)期結(jié)束前爭取讓客戶續(xù)約合同，研究了客戶滿意度策略。 研究Myjob江西分公司市場營銷策略是希望為公司在江西市場開辟一條非收購路線的全新業(yè)務(wù)模式，同時(shí)給國內(nèi)其它一些也在以Myjob.com開拓市場的苦苦掙扎的分公司指出一條可復(fù)制的借鑒之路，從而加速集團(tuán)在國內(nèi)的擴(kuò)張。
[Abstract]:China's network recruitment industry, as the fastest application of network technology in human resources management, has been widely accepted by people. Compared with the traditional recruitment channels, there is a very obvious advantage. In 2011, the Myjob.com launched by Shanglong Group of Ireland set up Nanchang to enter the Jiangxi market, in the absence of adequate market research, From the start encountered Jiangxi talent network and other strong local network recruitment competitors. Facing the predicament of low market popularity and slow growth, Myjob Jiangxi Branch faces serious development problems in the market competition. This paper deeply analyzes the external environment of Myjob Jiangxi Branch and its own industry competitiveness, and then clarifies the market positioning of the company. On this basis, it formulates the marketing strategy suitable for its own development. First of all, the paper analyzes the current situation and development trend of the online recruitment industry. The results show that in order to win the customers and the market, the most important thing is to pay attention to the user experience of the job seekers and the enterprise recruiters. Let the job applicant find the right company as soon as possible, and let the recruiter experience faster and better recruitment results. Then, using the famous "five Competitiveness" method put forward by Professor Porter of Harvard Business School, this paper analyzes the industry competitive power of Myjob Jiangxi Branch. Then, according to the above external environment and internal environment analysis, through the market segmentation and SWOT analysis of Myjob Jiangxi Branch, the company's market position is clear: to become the largest localization network recruitment comprehensive service provider in China. Finally, aiming at job seekers and client-side recruitment enterprises, the marketing strategies suitable for their own development are worked out. Job seekers are free customers of Myjob Jiangxi Branch, their r 茅 sum 茅 s are the company's service guarantee, the more effective r 茅 sum 茅 s, the more can guarantee the recruitment effect of charging customers. Considering the existence of some decision makers in the recruitment service process of Myjob Jiangxi Branch, this paper first analyzes the behavior of market buyers, and then studies the marketing strategy of the company through 4p theory. Combined with Myjob Jiangxi Branch in the actual marketing will as far as possible to let customers buy other value-added services, and in the end of the service period for customers to renew the contract, the study of customer satisfaction strategy. To study the marketing strategy of Myjob Jiangxi Branch is to open up a new business model for the company in Jiangxi market. At the same time, to other domestic companies also struggling to open up the market with Myjob.com, a replicable way to learn, thus accelerating the expansion of the group in the country.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F249.21

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