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论文编号：	9728
作者编号：	2120152808
上传时间：	2017/12/9 15:25:15
中文题目：	EST影视公司雇主品牌策略研究
英文题目：	Research on Employer Brand Strategies of EST Film Studio
指导老师：	张立富
中文关键字：	雇主品牌；影视公司；中小企业；人力资源策略
英文关键字：	Employer Branding; Film Studio; Small and Medium Enterprises; Human Resource Strategy
中文摘要：	影视公司在全媒体时代获得了长足的发展。影视媒介的增多、影视消费市场的需求增长，为该行业提供了广阔的成长空间。作为以生产创意内容为主营业务的知识型企业，EST影视公司的成长需要依靠人力资源来驱动。由于品牌知名度和管理水平较低，EST影视公司在招募人才方面相对于大企业处于劣势地位，人才短缺成为制约企业成长的首要因素。通过分析该公司人力资源管理现状，可以发现缺少人力资源规划、人才与业务发展不同步等表象问题，其深层次的原因在于作为雇主的中小企业对人才的吸引力不强，而作为发展平台，给人才提供的成长空间不够，工作体验不佳。本文从雇主品牌的视角，探究解决人才吸引力和人才发展问题的管理对策。首先，对EST影视公司的业务发展战略、人力资源管理、组织结构等基础情况进行分析，明确其成长阶段的人力资源策略取向。其次，从剖析EST影视公司的雇主品牌定位开始，确定其“快乐成长”的品牌价值主张，梳理出各细分维度的雇主品牌形象。引入员工生命周期模型，围绕七个阶段接触点的体验管理，整合了品牌社群体验模型，辅以人力职能优化与组织文化策略，综合论述了雇主品牌体验的管理思路与方法，并对适宜EST影视公司人才需求的激励策略予以阐述，由此构建了雇主品牌内部管理策略的组合，即以体验管理兑现“快乐”承诺，以激励策略兑现“成长”承诺。再次，围绕雇主品牌形象的传播内容、传播渠道等展开多维度设计，通过对多家案例企业品牌传播行为的网络调查，对比分析成熟企业与中小企业在传播策略上的差异，为EST影视公司雇主品牌传播提出了优化建议。企业内部的管理策略组合，构成了人才发展、成长的大环境，将优良的内部信息收集、整理、输出，又可以为雇主品牌的传播提供助力，使雇主品牌在真实的工作环境中得到验证。通过提升人才市场上的雇主形象，优化内部管理和雇佣体验，EST影视公司可以使吸引人才、发展人才两个目标形成良性互动，在人才争夺战中逐步确立自己的优势，实现企业成长的远大目标。
英文摘要：	Film studios have made great progress in the media era. With the growth of video media and demand in the film and television consumption market, it provides a wide range of growth for the industry. As a knowledge-based enterprise that produces creative content as its main business, the growth of EST Film Studio needs to be driven by its human resources. Due to the low brand awareness and management level, EST Film Studio is in disadvantage comparing to larger enterprises in recruiting talents. Talent shortage has become the main factor that restricts the growth of the company. By analyzing the current situation of human resource management of the film studio, problems like lack of human resource planning, talent pool and business development being not synchronous, can be found. The underlying reason is that small and medium-sized enterprises as employers are not attractive to talent. As a development platform, the growth space for talents is not enough, and the work experience is not good. From the perspective of employer brand, the thesis explores the management countermeasures to solve the problems of talent attraction and talent development. First of all, it analyzes the basic situation of EST Film Studio’s business development strategy, human resource management and organizational structure, etc. It identifies the human resource strategy orientation in the growth stage. Secondly, starting from the analysis of the employer brand positioning of EST Film Studio, its brand value proposition of "happy growth" is determined, and the employer brand image of each sub-dimension is combed out. The thesis introduces the employee life cycle model. Focus on experience management of contact points in the seven stages, the thesis integrates the brand community experience model with the optimization of HRM functions and organizational culture strategies, to fully discuss the management ideas and methods of employer brand experience. And then the incentive strategies for the talent demand of EST Film Studio are expounded. Thus, the combination of the internal management strategy of employer brand is constructed, which is to fulfill the promise of "happiness" by experience management and to fulfill the promise of "growth" by incentive strategies. Thirdly, the multi-dimensional design of the communication content and channel of employer brand image is carried out. Through the network investigation of the brand communication behavior of several cases, with comparative analysis of the differences between mature enterprises and small and medium-sized enterprises in communication strategies, the thesis optimizes the employer brand communication strategies for EST Film Studio. The combination of internal management strategies constitutes the environment of talent development and growth, and to collect, collate and output excellent internal information, can also help the spread of the employer's brand, make the employer brand verified in the real work environment. By strengthening the image of the employer in the job market, and optimizing internal management and employment experience, EST Film Studio can make a positive interaction between attracting talents and developing talents, gradually establish its advantage in talent war, to fulfill the ambition of growing into a large company.
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