摘要
进入二十一世纪以来，随着社会进步和科技迅猛发展，人类已经进入全新的知识经
济时代，知识创造财富，拥有知识并运用知识进行创新性工作的知识型人才已经成为企
业获得和保持竞争优势的重要资源之一，在创意为主营业务的服务行业中，知识人才的
作用更加突出。知识型人才具有较高的综合素质，自主性强，自我实现的愿望强烈，同
时，他们也具有高流动性的特点。如何培养和稳定知识型员工，是当前创意服务企业管
理工作的重点。
本文在对创意服务企业、知识型员工、员工忠诚度等相关概念及有关人才理论研究
的基础上，总结了影响创意服务企业知识型员工组织忠诚度的各种因素，并通过调查问
卷，在有代表性的创意服务企业中，对知识型员工的组织忠诚度进行调查分析，推断出
在创意服务企业中，知识型员工组织忠诚度不高的现状。进而分别从帮助知识型员工自
我认知并树立正确的职业观念，完善创意服务企业管理制度、提升知识型员工的满意度、
重视知识型员工的职业发展规划等几个方面提出了提高创意服务企业知识型员工组织
忠诚度的对策。这些对策的实施，对提升创意服务企业知识型员工组织忠诚度有着积极
意义，同时也对其他类似行业提升知识型员工组织忠诚度有着一定的借鉴价值。
关键词：创意服务企业；知识型员工；组织忠诚度II
Abstract
Since the twenty-first century, along with the development of science and technology,
mankind has entered the new age of knowledge economy. Knowledge is able to make wealth.
The knowledge-based employees can use their knowledge to do the creative works. This has
become one of the important resources of the creative service enterprises to maintain their
competitive advantage. The knowledge-based employees are more important for the service
industry. They have the comprehensive quality. Their characteristics are independent and they
have the strong desire for their self-realization. The enterprises strengthen the management of
this kind of employees and improve their loyalty. It’s the current focus of creative service
enterprises.
This paper is summarized the key factors of knowledge-based employees’ loyalty in creative
service enterprise, include knowledge-based employees, the loyalty and the other related
concepts and theories. From the research of a group of knowledge-based employees in some
advertising companies, we can see the organizational loyalty of the knowledge-based
employees is not optimistic. For this phenomenon, the solutions include three aspects: the
enterprises should enhance the knowledge-based employees’ satisfaction, focus on the
occupational development of the knowledge-based employees and help them to know
themselves and establish the professional concept. All of these can enhance the loyalty of the
knowledge-based employees. These measures will play the positive roles to promote the
organizational loyalty of the knowledge-based employees. Meanwhile, they will provide the
reference value for the other similar industries.
Key Words, Creative service enterprise; knowledge-based employee; Organizational loyaltyIII
目录
第 1 章 绪论.................................................................................................................1
1.1 选题背景与意义 ............................................................................................ 1
1.1.1 选题背景 ............................................................................................. 1
1.1.2 选题意义 ............................................................................................. 2
1.2 研究框架 ........................................................................................................ 3
1.3 研究方法 ........................................................................................................ 4
1.4 研究内容 ........................................................................................................ 4
第 2 章 相关概念与理论............................................................................................. 5
2.1 概念界定 ........................................................................................................ 5
2.1.1 创意服务企业 ..................................................................................... 5
2.1.2 知识型员工 ......................................................................................... 5
2.1.3 就业稳定性 ......................................................................................... 6
2.1.4 离职和离职率 ..................................................................................... 6
2.1.5 组织裕度 ............................................................................................. 6
2.2 相关理论 ........................................................................................................ 7
2.2.1 职业发展理论 ..................................................................................... 7
2.2.2 员工忠诚度理论 ................................................................................. 8
2.2.3 满意度理论.......................................................................................... 9
2.2.4 人才流动理论.................................................................................... 10
第 3 章 调查设计与实施........................................................................................... 11
3.1 调查设计的框架思路................................................................................... 11
3.1.1 调查的背景及目的 ........................................................................... 11
3.1.2 调查的方法 ....................................................................................... 12
3.1.3 调查量表的设计 ............................................................................... 12
3.2 调查的实施................................................................................................... 13
3.2.1 问卷发放和收集 ............................................................................... 13
3.2.2 信度与效度检验 ............................................................................... 13
第 4 章 调查结果分析............................................................................................... 15
4.1 调查样本分布............................................................................................... 15
4.2 不同维度知识型员工组织忠诚度状况....................................................... 18
4.2.1 不同性别知识型员工组织忠诚度状况............................................ 18IV
4.2.2 不同年龄段知识型员工组织忠诚度状况........................................ 18
4.2.3 不同学历知识型员工组织忠诚度状况............................................ 19
4.3 影响创意服务企业知识型员工组织忠诚度的因素分析........................... 20
第 5 章 创意服务企业知识型员工组织忠诚度提升路径.......................................24
5.1 提升知识型员工组织忠诚度的必要性....................................................... 24
5.2 帮助知识型员工自我认知........................................................................... 24
5.3 建立提升知识型员工组织忠诚度的体系................................................... 25
5.4 优化创意服务企业的管理制度................................................................... 25
5.4.1 明确分工 ........................................................................................... 25
5.4.2 知识管理 ........................................................................................... 25
5.4.3 企业文化 ....................................................................................