Myjob江西分公司市场营销策略研究

发布时间：2018-11-01 16:27

【摘要】：我国的网络招聘行业作为网络技术在人力资源管理中应用最快的领域，已经被人们广泛接受，与传统招聘渠道相比有着非常明显的优势。2011年爱尔兰尚龙集团推出的Myjob.com设点南昌进驻江西市场，在未充分做好市场调研的情况下，起步就遭遇江西人才网等本地强势网络招聘竞争对手。面对市场知名度低、业绩增长缓慢的困境，Myjob江西分公司在市场竞争中面临严重的发展问题。本文深入剖析了Myjob江西分公司的外部环境与自身的行业竞争力，进而明确了公司的市场定位，，在此基础上制定出适合自身发展的市场营销策略。首先对网络招聘行业现状与发展趋势进行了深入分析，结果显示，未来的网络招聘要想赢得客户与市场，最重要的是要注重求职者与企业招聘方的用户体验，让求职者最快地找到适合自己的企业，让企业招聘方体验到更快更好的招聘效果。进而利用美国哈佛商学院波特教授提出的著名“五种竞争力”方法分析了Myjob江西分公司的行业竞争力量。然后，根据上面的外部环境与内部环境分析，通过市场细分和对Myjob江西分公司的SWOT分析明确了公司的市场定位：努力成为中国最大的本地化网络招聘综合服务提供商。最后，分别针对求职者与客户端招聘企业制定了适合自身发展的市场营销策略。求职者是Myjob江西分公司的免费客户，他们的简历是公司的服务保障，有效的简历越多就越能保证收费客户的招聘效果。考虑到Myjob江西分公司在招聘服务过程中存在一些决策影响者，先分析了市场购买者行为，然后通过4P理论研究了公司的市场营销策略，进而结合Myjob江西分公司在实际营销中会尽可能的让客户购买其他增值服务、以及在服务期结束前争取让客户续约合同，研究了客户满意度策略。研究Myjob江西分公司市场营销策略是希望为公司在江西市场开辟一条非收购路线的全新业务模式，同时给国内其它一些也在以Myjob.com开拓市场的苦苦挣扎的分公司指出一条可复制的借鉴之路，从而加速集团在国内的扩张。
[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.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F249.21

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