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| 论文编号： | 7685 | |
| 作者编号： | 2220110509 | |
| 上传时间： | 2015/11/29 13:00:06 | |
| 中文题目： | 猎聘网的市场定位及营销策略研究 | |
| 英文题目： | Business Orientation and Marketing Research of LIEPIN | |
| 指导老师： | 王迎军 | |
| 中文关键字： | 网络招聘平台趋势;网络招聘模式;移动互联;营销策略 | |
| 英文关键字： | Recruitment platform trend; Network recruitment patterns;Mobile Internet; Marketing strategy | |
| 中文摘要： | 传统网络招聘的商业模式是中介平台模式，面向企业和个人两种客户，两种客户都属于网站的资源；其中招聘企业为其招聘行为付费，应聘的个人用户免费。在这种模式里面，网站个人用户注册简历的价值和网站访问量影响企业客户对招聘网站的选择，同时，网站发布简历、搜索职位的实用性，企业客户发布需求的有效性和个人用户通过网站求职的成功率又反过来影响着个人用户对该网站的忠诚度。自2000年后，网络招聘市场经历十几年的变迁，从web1.0到web2.0，已经进入了市场细分的发展期，但从PC端转移到移动端，又展现出新的模式，颠覆者的出现使网络招聘市场正在发生聚变。有挑战者即有守擂者，每家公司市场占有率在不断的变化，市场上不乏出现新平台新模式，其中的定位以及打法也精彩纷呈，各种营销策略也会在本文中展现。 本文对猎聘网的业务战略为论题总结了网络招聘的业务模式，以及定位和打法，对未来新开发城市扩大企业版图有着一定的借鉴作用。同时，对互联网其他企业如何定位开发市场，不断扩大市场占有率能起到一定借鉴价值。 | |
| 英文摘要： | Traditional online recruitment model is the intermediary platform. It faces to enterprise and individual clients which belong to two kinds of website resource. Recruiting companies have to pay for their recruitment, but for individual clients, it is free of charge. In this model, the CV value of the individual user and scanning volume will affect customer's choice of recruitment website. At the same time, resume, practicability of searching position, the effectiveness of issuing recruitment information and the success rate of job, in turn, affect the loyalty of individual user. The change of network recruitment market experience has been more than ten years since 2000 from web 1.0 to web 2.0, and has entered into development of market segmentation. However, from PC to mobile terminal, it has showed a new model. Network recruitment market is undergoing fusion because of the appearance of subverter include challenger and defender. Market occupancy of every company is constantly changing, new platform model is appearing, the positioning and style is also wonderful, all kinds of marketing strategy will be present in this paper. This paper summarizes the Internet recruitment business model, positioning and style through the business strategy of Liepin.com. It will provide the certain reference value to the enterprise which want to expand business landscape in the future. At the same time, it will share the precious experience to other internet enterprises which want to develop and expand the market occupancy. Keywords: Recruitment platform trend, Network recruitment patterns, Mobile Internet, Marketing strategy | |
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