【作者】 杨华；

【导师】 崔明；

【作者基本信息】 兰州大学 ， 工商管理， 2011， 硕士

【摘要】 随着信息时代的到来,网络招聘的应用日益普及。一方面,求职者不再满足于单一的求职渠道,转而更广泛地采用以网上求职方式且多种求职渠道并用的模式；另一方面,传统制造业和中小企业因为招聘预算成本不多,面临着人才招聘的瓶颈,单一招聘方式效率低,多种招聘方式成本过高。深圳电信推出了结合IP超市、网络、电话、现场多种渠道的114招聘网项目,致力于为中小企业和制造业提供低成本的优质招聘服务。114招聘网项目发展至今,虽积累了一定的客户数量,并在区域内建立了一定的知名度,但单一的营销渠道模式,已成为项目持续发展的制约。对现有营销渠道进行优化,已成为深圳电信公司的一个现实课题。论文以深圳114招聘网项目为研究对象,专题研究其营销渠道优化问题。论文对114招聘网项目的营销现状做了深入分析。包括114招聘网项目的营销环境,项目的市场需求特点和主要竞争对手比较,重点对项目的发展现状进行了分析。论文剖析了114招聘网营销渠道存在的问题。主要从营销渠道的宽度不够、渠道销售的能力不足、营销渠道的管控力弱三个方面进行深入分析。论文提出了114招聘网营销渠道优化策略方案。主要是：推行合作营销和自建营销,拓宽营销渠道；提升渠道销售的专业化,建立CRM系统,完善服务职能,提升渠道的营销能力；对政企渠道、合作渠道、自建渠道制定对应的管理策略,加强营销渠道的管控力；完备服务制度,健全服务体系,强化对渠道企业的服务支撑。更多还原

【Abstract】 Come with the age of information, website recruitment is much more prevalently applied. On the one hand, job hunters are no more satisfied with applying position in one way, but try to gather job in anyway including application on line; on the other hand, medium & small sized enterprises and especially traditional manufacturing industries are facing the choke point for human resource recruitment with low budget, while the single way to apply is not efficient but high cost to go by many channels at the same time.For solving such problem of medium & small sized enterprises and traditional manufacturing industries, Shenzhen Telecom offers the multi-channel 114 recruiting website project integrated by IP supermarket, internet, telephone and in personal application. The 114 recruiting website project is known in regional area by establishing a certain amount of customers since it was born, however, the single marketing way is obviously limiting the its sustaining development. To optimize the existing marketing channel mode, is becoming a serious subject for Shenzhen Telecom.This paper is doing a research of the Shenzhen 114 recruiting website project, technically focusing on the optimization of its marketing channel.The paper deeply analyzed the marketing status in quo of 114 recruiting website project, of which including marketing environment, marketing demanding characters and comparison with competitors, emphases on the project’s development research.The paper anatomized three existing drawbacks of 114 recruiting website project which including limited width, lowness of sale and weak controllability.The paper proposed ways to optimize marketing channels of 114 recruiting website project. They are:to wide channel by cooperate marketing and self established marketing; to enhance the profession of sales channel by setting up CRM system, accomplishing service function; to enforce controllability by framing managerial policies on political enterprise channel, cooperating channel and self established channel; to fulfill service policy, set up service system to support enterprising channel.更多还原