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论文编号：	5815
作者编号：	2120112864
上传时间：	2013/12/5 7:55:20
中文题目：	中国北方人才市场(CNTM)人力资源服务品牌建设研究
英文题目：	Research on Brand Development of HR Service Industry for CNTM
指导老师：	白长虹教授
中文关键字：	人力资源服务品牌;CNTM;品牌定位;品牌传播
英文关键字：	Brand of Human Resource Service Industry; China Northern Talent Market (CNTM); Brand positioning; Brand communication
中文摘要：	随着经济社会的发展以及人们对人力资源服务要求日趋多样，我国人力资源服务业的竞争也日趋激烈，表现为服务产品同质化现象日趋严重。人力资源服务机构从业者们日益感到，人力资源服务机构之间的竞争己逐渐由产品竞争过渡到品牌竞争。只有拥有知名品牌，才能具备强势的营销功能和市场号召力，高市场占有率、高附加值和高利润率。而我国人力资源服务业属于新兴产业，为加深消费者的认知，降低其选择成本，提升我国人力资源服务业整体竞争力，在国际竞争中获得优势，人力资源服务业从业者必须重视自身品牌建设。 CNTM是我国第一家国家级区域性人力资源服务机构。经过多年发展，CNTM的人力资源服务品牌建设取得了一定进步，但其品牌影响力与其自身定位、与其他竞争者相比，尚存在明显差距。因此，就CNTM人力资源服务品牌建设情况进行研究是十分必要的。本文在阐述人力资源服务品牌理论的基础上，对CNTM人力资源服务品牌建设的现状、存在问题以及背后的原因进行了深入分析。针对CNTM人力资源服务品牌建设的不足，分别从人力资源服务品牌的差异化定位、人力资源服务品牌架构的建立、人力资源服务品牌传播推广及人力资源服务品牌危机管理等方面，提出极具针对性的对策建议。尤其是对CNTM人力资源服务品牌定位策略的阐述，CNTM人力资源服务品牌架构方案的提出，以及“广告语”和“代言人”等具体传播策略等创新观点，对于CNTM人力资源服务品牌建设极具参考价值，对我国其他人力资源服务机构的品牌建设也具有一定借鉴意义。
英文摘要：	The competition for HR Service Industry in China has become intensified along with the socio-economic development and people’s various requirements for the HR service, which can be shown that, the homogeneity of the HR service products is increasingly severe. The providers in HR service industry have realized that the competition for HR service is transiting from product-competition to the competition of brand. Only have the strong band, can the provider in HR service own the power of marketing functions, stronger market influence, upper market share, higher added value and profit margin. The HR Service Industry in China is still an infant industry, so it is quite necessary to give more attention to brand construction for the HR service providers in order to strengthen the competitiveness of Chinese HR service providers in their competition with globally famous HR service providers and to impress the consumers, accompanied with decreasing their alternative costs. China Northern Talents Market (CNTM) is the first state-level market for job seekers in China. It has made some progress on the brand construction after several years’ development. But in comparison with the positioning strategy itself and other competitors in the market, there is an obvious backward difference on its brand influence. Therefore, it's very necessary to make in-depth research on the brand establishment of CNTM. This thesis makes profound analysis of the current status of brand construction for CNTM, based on a systematic elaborating of HR Service Industry brand theories. The thesis points out constructive solutions to for the defects in the market's brand construction, from perspectives such as brand differential positioning, brand structure construction, brand promotion and crisis management. The creative viewpoints in this essay bring important reference for CNTM in its brand construction, especially the ideas to elaborate the positioning strategy of CNTM, to build up a brand system structure, and to hold forth the strategy of brand promotion such as advertisement and image representative. It will also be a very valuable reference for other HR service providers’ brand construction.
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