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论文编号：	12172
作者编号：	2320180507
上传时间：	2020/12/14 15:59:52
中文题目：	CH公司高端营销管理人才
英文题目：	Research on Recruitment Problems and Countermeasures of Senior Marketing Management Talents in CH Company
指导老师：	袁庆宏
中文关键字：	高端营销管理人才；关键人才；招聘管理；人才管理
英文关键字：	Senior Marketing Management Talent；Key Talent；Recruitment Management；Talent Management
中文摘要：	医药行业政策和产品营销模式变革对组织人才提出新要求，特别是承担营销模式创新和变革重任的高级管理人员，其能力能否匹配组织需要至关重要。CH公司属于医药工业百强，现有的产品体系受到两票制、医保控费、带量采购、一致性评价、分级诊疗等政策影响，营销模式和营销体系亟需创新和改革，而原有的高端营销管理人才无法完全满足企业发展和变革的要求，且在短期内无法通过内部培养实现，所以，外部招聘成为CH公司的必然选择。然而，目前的招聘方法无法保证实现企业对高端营销管理人才招聘高质量和招聘高效率的要求，所以，本文针对CH公司高端营销管理人才的招聘方法展开研究，以实现该类人才高质量和高效率招聘的目标。本文根据人才管理首先是关键人才的管理这一论点，提出招聘管理首先应解决关键人才的引进问题。本文将CH公司高端营销管理人才作为研究对象，通过分析过去六年人才数据，结合公司业务结构和产品特点，梳理出该类人才属于营销体系的关键人才，并说明了其招聘的重要性及相关问题。从重要性角度，招聘是CH公司集团化后高端营销管理人才的主要来源，未来将仍以外部招聘的形式补充人才；从问题分析角度，CH公司营销管理人才招聘存在六个问题：人才招聘规划性不足、对外部人才市场研究不足、缺乏外部供应商管理体系和手段、人才评价方法不健全、招聘支持体系吸引力有待提升以及招聘团队能力需要提升。通过文献研究和实践分析，本文总结出高端人才招聘影响因素模型，针对每个因素的影响内容和影响程度制定CH公司高端营销管理人才招聘的解决对策，包括四个体系建设：人才标准体系、人才市场研究体系、人才评价体系以及招聘支持体系；两个能力建设：建立外部供应商管理体系和重塑招聘团队能力。解决对策既有理论参考性，同时针对性的解决问题，非常易于实践。
英文摘要：	The pharmaceutical industry policy and product marketing model reform put forward new requirements for organizational talents, especially for senior managers who undertake the responsibility of marketing model innovation and reform, whether their ability can match the needs of the organization is very important. CH Company belongs to the top 100 pharmaceutical industry. The existing product system is affected by the policies of two vote system, medical insurance cost control, volume purchase, consistency evaluation, hierarchical diagnosis and treatment. The marketing mode and system need to be innovated and reformed. However, the original senior marketing management talents cannot fully meet the requirements of enterprise development and reform, and cannot be realized through internal training in a short period of time either. So external recruitment has become the inevitable choice of CH Company. However, the current recruitment methods cannot guarantee the high quality and high efficiency of senior marketing management talent recruitment. Therefore, the author studies the recruitment methods of senior marketing management talents of CH Company to solve the problem. According to the viewpoint that talent management is the management of key talents first, this paper proposes that recruitment management should firstly solve the problem of introducing key talents. The author takes the senior marketing management talents of CH Company as the research object. By analyzing the talent data of the past six years, combining with the company's business structure and product characteristics, the author combs out that these talents belong to the key talents of the marketing system, and explains the importance of the recruitment and related issues. From the perspective of importance, recruitment is the main source of senior marketing management talents after the group of CH Company, which will be supplemented in the form of external recruitment in the future. From the perspective of problem analysis, there are six problems in the recruitment of marketing management talents of CH Company: insufficient planning of talent recruitment, insufficient research on external talent market, lack of external supplier management system and means, and talent evaluation methods imperfect, the attraction of recruitment support system needs to be improved, and the ability of recruitment team needs to be improved. Through literature research and practice analysis, the author summarizes the influencing factors model of senior talent recruitment, and formulates the countermeasures for the recruitment of senior marketing management talents of CH Company according to the influence content and degree of each factor, including four system construction: talent standard system, talent market research system, talent evaluation system and recruitment support system; two capacity building: establishing external supplier management system and reshape recruitment team ability. The solution has both theoretical reference and targeted problem-solving, which is very easy to practice.
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