服务型企业-员工互动关系管理：员工买入和雇主品牌化

Managing the Interaction Relation between the Service Corporate and the Employee:Employee Buy-in and Employer Branding

伴随着内外部营销相结合的平衡视角的推广应用,员工得到更多关注和研究,而雇主品牌建设也成为重要议题。文章首先强调了服务业中员工的重要性。然后,主张在企业—员工互动关系管理中,一方面要鼓励员工买入—知识买入和情感买入,另一方面要重视雇主品牌化和提高雇主吸引力。

With the development and adoption of the balance perspective of internal and external marketing, the employee management gets much more attention and research, meanwhile, employer branding grows to be an important issue. The paper presents the significance of the employee management in service industry firstly. Then some suggestions are introduced about the interaction relation management between the corporate and the employee. In details, on one hand, the employee buy - in, ie. intellectual buy - in and emotional buy - in, should be encouraged; on the other hand, the employer branding and the employer attractiveness should be emphasized.