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山东邮政转型期新媒体业务人才优化管理研究_MBA毕业论文DOC

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文本描述
摘要
邮政企业是我国经济和社会事业发展的重要支柱,是受国家财政支持和管理的
大型国有企业。随着邮政体制改革的进行,对邮政人才的管理成为邮政业务发展的
关键因素。我国邮政从 2003 年开始实行政企分开、监管独立的办法,代表邮政的管
理制度改革步入正轨。2007 年,国家邮政局、中国邮政集团公司正式挂牌,邮政公
司开始进入到了市场化运作阶段,经营模式和员工管理制度都按照市场的标准执行,
每个省的邮政集团公司和各个地市级邮政分公司有了新身份,即成为自主经营、自
负盈亏的独立企业。对山东邮政企业来说,在 2003 年国家“8531”补贴计划终止后,
整个邮政公司营销体系的建设提上了议事日程,但是当时大部分公司对营销环节还
没有引起足够的重视,对广告的市场投放情况、宣传媒体的选择、广告收入的统计
分析都没有专业的人来做,与现在相比可以说是一大片空白。这一局面真正得到改
善是在 2007 年,邮政储蓄银行和速递物流公司剥离和组建,大量的管理人才和营销
人才被优先充实到新成立的邮政储蓄银行和邮政速递物流公司,更重要的是“四通
一达”快递公司的成立和网络购物的兴起,加剧了邮政物流业务的市场竞争,越来
越多、越来越专业的人才需要填充到邮政公司中去,专业负责邮政的广告业务,为
公司带来更多更大的经济收益

对照当前国内邮政新媒体营销方面的研究,有对邮政员工管理制度进行研究的,
也有对营销人才管理进行研究的,但是对新媒体人才的优化管理策略进行研究的比
较稀缺。本文运用个案研究、实证研究、理论分析相结合的方法对山东邮政新媒体
营销人才的优化管理进行了分析研究,研究的重点在于认识山东邮政目前新媒体人
才管理的现状、存在的问题、改进措施这三个方面。研究的思路是先进行理论铺垫,
对我国当前运用较多的几大人才管理理论进行阐述,明确在邮政公司做好人才管理
的重要意义;接着对山东邮政新媒体人才的构成情况进行分析;最后是分析问题和
提出对策,这一部分内容是重点阐述的内容,创新点在于本文紧密结合当前快速变
化的新媒体市场和营销策略,着眼于邮政业务的新变化,提出了切合实际的对策建

本文研究有区别于前人的研究,在邮政营销人才培养的基础上提出了山东邮政
新媒体人才的优化策略,研究具有精准、细分的特征,并且研究主题切中时弊,对
解决当下邮政新媒体人才短缺的问题具有重要的价值,最终目的在于帮助山东邮政
企业更好的发展新媒体业务,做好宣传推广工作、配合核心业务发展,取得山东邮
政经济效益和社会效益的双丰收

关键词:山东邮政;新媒体业务;人才优化;管理Abstract
Postal is an important pillar of China&39;s economic and social development and an
important member of state-owned enterprises. With the reform of the postal system, the
management of postal talents has become the key factor restricting the development of
local postal services. Since 2003, China began to separate the government and enterprises,
the independent monitoring of the means, on behalf of the postal management system
reform on the right track. By 2007, the State Post Bureau, China Post Group officially
listed, China&39;s postal companies began to enter the market stage, business model and staff
management system are in accordance with the standards of the market, each province&39;s
postal group and each city level Postal Branch has a new identity, that is, independent,
self-financing independent enterprises. For Shandong postal enterprises, the construction
of the marketing system of postal companies was put on the agenda after the end of the
national 8531 subsidy program in 2003, but most of the companies did not pay enough
attention to the marketing links. Of the market situation, the choice of media, advertising
revenue statistics are not professional people to do, compared with the present can be said
to be a big gap. This situation is really improved in 2007, the Postal Savings Bank and
courier logistics company divestiture and the formation of a large number of management
personnel and marketing talent was given priority to the newly established postal savings
bank and postal logistics company, more importantly, Four links one of the
establishment of courier companies and the rise of online shopping, exacerbated the
postal logistics business market competition, more and more professionals need to fill
more and more to the postal company to go, professional postal advertising business , For
the company to bring more greater economic benefits.
According to the current domestic research on postal new media marketing, there are
research on the management system of postal staff, but also on the marketing talent
management, but the research on the optimization management strategy of new media
talent is scarce. The paper focuses on the current situation and existing problems of talent
management of new media in Shandong Post by analyzing the case study, empirical
research and theoretical analysis, which is based on the analysis of Shandong Post&39;s new
media marketing talent&39;s optimization management. Improvement measures these three
aspects. It is necessary to clarify the importance of talents management in postal
companies, and then to analyze and comprehend the composition of Shandong Post&39;s newmedia talents.Firstly, this paper analyzes the present situation of Shandong Post&39;s new
media talents, The status quo is to do prerequisite for the study; the last is to analyze the
problem and put forward countermeasures. As the focus of this paper, the last part is the
focus of the content, and innovation is that this article closely with the current rapid
changes in the new media market and marketing strategy, focusing on the new changes in
the postal business, put forward realistic views.
Based on the talent cultivation of postal marketing, this paper puts forward the
optimization strategy of Shandong postal new media talents, studies the characteristics of
precise and subdivided, and studies the current problems of the postal new media, Talent
shortage has important value, the ultimate goal is to help Shandong postal enterprises to
better develop new media business, do a good job in publicity and promotion work.
Key words: Shandong Post; new media business; talent optimization; management目 录
第一章 引言......1
1.1 研究背景..........1
1.2 研究目的及意义..........1
1.2.1 研究目的...........1
1.2.2 研究意义...........2
1.3 研究思路和研究框架..2
1.3.1 研究思路...........2
1.3.2 研究框架...........3
1.4 研究方法..........3
1.5 论文创新点......3
第二章 相关理论综述..5
2.1 人才管理..........5
2.2 人力资源管理“4P”模型......5
2.3 素质冰山模型..6
2.4 邮政新媒体业务..........6
第三章 山东邮政发展简介和新媒体人才队伍现状..8
3.1 山东邮政发展现状......8
3.1.1 组织机构情况...8
3.1.2 企业发展情况...9
3.2 山东邮政新媒体人员现状分析........10
3.2.1 新媒体人员用工结构情况.....11
3.2.2 新媒体人员学历结构情况.....11
3.2.3 新媒体人员年龄结构情况.....11
3.2.4 营销人员业绩结构情况.........12
3.3 山东邮政新媒体人才队伍存在的问题........13
3.3.1 新媒体人才数量少.....133.3.2 新媒体人才学历层次低.........14
3.3.3 新媒体人才年龄偏大.15
3.3.4 新媒体人才用工结构不合理.16
第四章 转型期山东邮政新媒体人才管理中存在的漏洞....18
4.1 新媒体人才管理的重视度不够.....
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