摘要
中华英才网作为国内三大招聘网站之一,创建于1997年。在“21
世纪首届中国百佳品牌网站”评选中被评为“中国最佳人才网站”,中
华英才网过去之所以取得非常辉煌的业绩以及荣耀,依靠的是线下强
焊的运营推广能力。但在网络营销推广方面,却有非常大的不足。尤
其是在2012年,其控股股东美国在线招聘巨头Monster将中华英才
网切换为其全球通用平台。但切换后的平台,非常不符合中国人的使
用习惯。如HR若想查看简历就必须付费,无论是否下载简历,这一
政策导致骤然失去了 90%的企业客户。求职者端的产品体验也完全改
变,求职者抱怨找不到之前的简历以及非常难用等等。导致中华英才
网的活跃用户迅速下降,辉煌不再

2013年,中华英才网成为全球增长最快的网络招聘公司尚龙集
团(Saongmup)全球招聘服务网络成员,并对其进行了全新的改版,
一改之前Monster时期的全球通用平台。改版后的网站相当于一个全
新的网站,在网络营销推广方面存在很多问题,以及需要提高的方面

本文基于这样的背景,通过熟悉了解国内外网络营销的渠道和现
状,以及对竞品网站网络营销方面的优势和劣势分析,剖析出中华英
才网在网络营销方面存在的问题,借鉴最新的网络营销趋势和方法,
提出中华英才网的网络营销策略,制定网络营销方案,并利用各种网
络营销方法提高其用户量和使用率。通过对各种网络营销渠道执行情
I 况的效果追踪,总结出哪些是有效的网络营销渠道,哪些是无效的渠
道,以及判断某渠道是否作弊的方法

关键词:网络营销,网站优化,SEO, APP推广
II ABSTRACT
RESEARCH ON NETWORK MARKETING
PROMOTION SCHEME OF CHINAHR
ABSTRACT
ChinaHR as one of the three major domestic recruitment website,
founded in 1997. In the 21st century first China PARKnSHOP brand
website was named China&39;s best talent website.
The reason why the past ChinaHR was a very brilliant performance
and glory, relying on the line of powerful operations to promote the
ability. But in the network marketing promotion, there is a very large
shortage. Especially in 2012, its controlling shareholder, the US online
recruitment giant Monster will switch to China&39;s excellence network for
its global platform. But after switching the platform, very inconsistent
with the Chinese people&39;s habits. If HR wants to view the resume, it must
pay, whether or not to download the resume, this policy led to the sudden
loss of 90% of corporate customers. Job seekers side of the product
experience is also completely changed, job seekers complain can not find
the previous resume and very difficult to use and so on. Leading to the
rapid decline of active users of the Chinese elite network, brilliant no
longer.
In 2013, China&39;s talent network became the world&39;s fastest growing
in
北京化r.大学专业硕丄学位论文
network recruitment company Saongroup Group global recruitment
service network members, and its a new revision, a change before the
Monster era of the global common platform. After the revision of the site
is equivalent to a new site, in the network marketing promotion there are
many problems, as well as the need to improve the area.
Based on this background, this paper analyzes the advantages and
disadvantages of network marketing in China, and analyzes the existing
problems in network marketing, and draws lessons from the latest
network marketing. Trends and methods, proposed the network marketing
strategy of ChinaHR, the development of network marketing programs,
and the use of various network marketing methods to improve their user
volume and utilization. Through the implementation of a variety of
network marketing channels to track the results, summed up what is
effective network marketing channels, which are invalid channels, and
determine whether a channel cheating method.
KEY WORDS: Network marketing, website optimization, SEO, APP
promotion
IV
目录
雜论 1
1.1选题的背景、目的和意义1.1.1选题背景1.1.2选题的目的和意义1.2研究内容、技术路线和方法1.2. 1研究内容1.2.2研究技术路线1.2.3研究方法1.3本文研究的创新之处1.4本章小结 4
第二章理论综述2.1国内外研究现状2. 1.1国外研究现状2. 1.2国内研究现状2.2目前网络营销的现状及前景2.2. 1国外网络营销现状2.2.2国内网络营销现状2.3本章小结第三章中华英才网的网络营销问题探讨3.1中华英才网所在招聘行业的网络营销现状分析3. 1. 1我国网络招聘规模3. 1. 2中华英才网竞争网站的网络营销现状3.2中华英才网的网络营销问题分析
37
3. 2. 1当时中华英才网的整体战略规划
37
3. 2. 2当时中华英才网的架构设计
38
3. 2. 3当时中华英才网的传播内容规划
41
V
北京化工大学专业硕士学位论文
3.2.4当时中华英才网的整合传播推广
42
3.2.5当时中华英才网的数据监控运营
42
3.3中华英才网的网络营销需要达成的目标
44
3. 4本章小结
45
第四章中华英才网的网络营销方案及效果反馈
47
4.1中华英才网的网络营销总体思路与策略
47
4. 2网络营销的各个渠道的方案制定
48
4. 2.1 SEO 的方案
48
4. 2. 2 SEM 的方案
53
4. 2. 3微信微博、博客、新闻等PR公关的方案
54
4. 2. 4 APP网络推广的方案
56
4. 3各种网络营销渠道的效果反馈
58
4.3. 1 SEO的效果反馈
58
4. 3. 2 SEM的效果反馈
58
4. 3. 3微信微博、博客、新闻等PR公关的效果反馈
58
4. 3. 4 APP推广的效果反馈
58
4. 3. 5网络营销中作弊情况的发现方法
59
4. 4本章小结
60
第五章结论与建议
61
5.1 结论
61
5.2建议 62
参考文献 63
致谢 67
作者和导师简介
69
VI Contents
Contents
Chapter 1 Introduction1.1 The background, purpose and meaning of the topic1.1.1 The background the topic1.1.2 Purpose and meaning of the topic1.2 Research content, technical route and method1.2.1 Research content1.2.2 Research Technology Route1.2.3 Research methods1.3 Innovations in this study1.4 Summary of this chapterChapter 2 Theoretical Summary2.1 NetAvork marketing channel construction and domestic and foreign research.... 5
2.1.1 Status of foreign research2.1.2 Status of domestic research2.2 Current status and prospects of network marketing2.2.1 Status of foreign network marketing2.2.2 Status of domestic network marketing2.3 Summary of this chapterChapter 3 Discussion on the Network Marketing of the ChinaHr .. 11
3.1 Analysis of Current Situation of Network Marketing in Chinese Recruitment
Industry 11
3.1.1 China network recruitment scale3.1.2 The status quo of online marketing of ChinaHr competition website3.2 An Analysis of Network Marketing Problems of ChinaHr
37
3.2.1 The overall strategic planning of the ChinaHr
37
VII ;
北京化工大学专业硕士学位论文
3.2.2 Architecture Design of the ChinaHr at the time
38
3.2.3 The content of the dissemination of the ChinaHr
41
3.2.4 At that timeChinaHr of integrated communication to promote
42
3.2.5 Data monitoring and operation of the ChinaHr at the time
42
3.3 ChinaHR network marketing needs to achieve the goal
44
3.4Suminary of this chapter
45
Chapter 4Network Marketing Scheme and Effect Feedback of
ChinaHR 47
4.1 Basic Ideas and Strategies of Internet Marketing in ChinaHr
47
4.2 Program development for each channel of internet marketing
48
4.2.1 SEO Plan
48
4.2.2 SEM Plan
53
4.2.3 Wechat, Micro-blog, blog, news and other PR Plan
54
4.2.4 APP network promotion Plan
56
4.3 Feedback of various network marketing channels
58
4.3.1 Effect feedback of SEO
58
4.3.2 Effect feedback of SEM
58
4
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