| With the rapid development of mobile Internet technology,major recruitment websites have sought technological breakthroughs.With the change of domestic population structure,there is a shortage of labor,especially at the grass-roots level,which also makes recruitment websites enter the stage of fierce competition.At present,China’s population structure and economic structure are facing in-depth adjustment,and great changes have taken place on both sides of labor supply and demand.Industrial transformation and upgrading and technological progress have put forward higher requirements for the skills and quality of workers.The phenomenon that talent training does not meet the market demand has further intensified.The "difficult employment" and "difficult recruitment" coexist,and the structural employment contradiction is prominent.In view of the above background,this paper selects L company’s human resources business as the specific research object,through the analysis of the current situation and problems of L company’s marketing strategy,comprehensively evaluates the internal and external environment faced by L company’s human resources business services,and applies SWOT matrix model to analyze that the St diversified marketing strategy is the most suitable for L company’s human resources business in the emerging stage;Define the target market,target customers and market positioning of L company’s human resources business through STP marketing strategy analysis;Based on the 7p service marketing theory,the expert group and business personnel were interviewed.Combined with the service marketing triangle model,the random sampling questionnaire investigation and analysis of recruitment enterprises and the interview investigation and analysis of job seekers were carried out.It was pointed out that the current strategy of enterprises was st strategy.It was suggested to integrate resources,optimize products,carry out technological innovation,and improve the matching degree between recruitment enterprises and job seekers.And put forward specific safeguard measures to ensure the smooth implementation of the new marketing strategy.Based on the model,this paper formulates the overall development strategy of the company,formulates the human resources business of the company according to the development strategy,and optimizes the service marketing strategy of L company to ensure the smooth development of its human resources business.It aims to improve the market share and peer competitiveness of L company’s human resources business,ensure the performance growth and sustainable and healthy development of L company,and provide experience for enterprises of similar types and facing the same difficulties. |
