基于双边市场视角的我国网络招聘市场发展策略探讨

Discussion on Development Strategy of Internet Recruitment Market in China Based on Two-sided Markets Theory

我国的网络招聘产业虽然起步较晚,但发展较快,中国网络招聘行业市场潜力巨大,正处于高速发展的黄金期,目前市场竞争激烈,同质化严重。网络招聘的产业实质,是一个由求职者、招聘网站和企业用户组成的双边市场。基于双边市场理论,对网络招聘平台的市场形态和特点、网络招聘市场中的企业竞争行为等问题展开研究,在对我国网络招聘市场发展现状和趋势认识的基础上,探讨并提出了定价、差异化、进入、捆绑策略等多方面的网络招聘市场竞争策略和建议,以期为网络招聘的研究提供一个新的视角,并为网络招聘平台企业制定企业策略和发展战略提供参考。

China＇s internet recruitment industry developed fast although it started later than western eourtries. There is Great potential in China＇s in- ternet recruitment market which is in the golden age of its development. At present the enterprises compete fiercely in the market, meanwhile their homogenization is very serious. The intemet recruitment market is a two -sided market made up of job hunter, recruiting website and enterprise us- er in essence. Based on two - sided markets theory, the market pattern and characteristics of internet reernitment platform and enterprise competi- tion behavior were studied. And based on the understanding of current situation and the trend of China＇s internet recruitment market, we discussed and put forward competitive strategies and suggestions such as pricing, differentiation, entrance and bundling for interuet recruitment market of China so as to provide a new perspective for the research of internet recruiting and provide reference for China＇s network recruitment platform enterprises formulating business tactics and development strategies.