The Influencing Factors Of Turnover Intention Of Marketing Staff In Internet Enterprises

The innovation and upgrading of digital technology has brought the demand of digital marketing.Internet enterprises notice this demand,build a service platform and use their own resources to provide advertising services.The proportion of operating revenue in the operating revenue of Internet enterprises has increased year by year.Marketing staff are the main force to provide advertising services,and high-quality marketing talents are an important capital for the sustainable development of Internet enterprises.The marketing staff of Internet enterprises have the characteristics of youth,publicity of personality and high turnover rate.At the same time,the rapidly developing Internet enterprises are facing the situation of continuous growth of business scale and high staff scale.How to understand the needs of employees and retain marketing talents during the period of rapid expansion has become an urgent problem for enterprises.Exploring the influencing factors affecting the turnover intention of marketing employees is conducive to formulating targeted solutions,reducing the frequency of employee turnover,reducing the cost of talent recruitment and training,and avoiding the loss of core customer resources and customer relations.This paper focuses on the marketing staff of Z company,which has the leading market share of marketing service in the Internet industry,using qualitative research and quantitative research methods to explore the impact of Internet companies on employee turnover intention factors.First,semistructured interviews were conducted with the selected subjects,according to grounded theory,seven concepts were identified,including occupational health,job satisfaction,organizational identity,organizational support,job stress,Prospect Perception,and external opportunity,it can be divided into three categories: Personal,work and organization,and environment.Based on the qualitative research results,this paper makes research hypotheses on the relationship between the above-mentioned seven variables and turnover intention variables,designs measurement items,and carries out a questionnaire survey on the marketing staff of Z company,the results of the survey were statistically analyzed.Using correlation analysis and stepwise regression method,this paper explores the effects of the above seven variables on turnover intention of internet enterprise marketing staff.The results showed that job satisfaction,occupational health,organizational identity,organizational support climate and perceived prospect negatively affected the turnover intention of internet marketing employees,excessive work pressure will lead to a significant increase in employees’ willingness to leave.Among them,job stress,occupational health and job satisfaction have more influence on turnover intention,while organizational identity,perceived organizational support and perceived prospect have less influence on turnover intention.The external opportunity has no significant influence on the turnover intention of internet enterprise marketing staff.From the perspective of category,the personal category has the greatest impact on turnover intention,followed by the organizational and work category.To reduce the turnover rate of employees in enterprises to an appropriate level,the following suggestions are put forward: strictly controlling recruitment,doing a good job in human resources assessment and planning;taking measures according to individual circumstances to strengthen the individualized management of employees;paying attention to the health of employees,establish an all-round staff security system,improve efficiency,moderate reduction of work pressure.