Research On Regional Government Marketing Strategy In Initial Employment Of University Graduates

Presently, our country is facing for 50 year most stern employment situation. The total quantity is increasing unceasingly, and the increased range is increasing year by year, the regional distribution is extremely imbalanced, not only has affected university graduate's employment, but also has restricted the regional economies development directly. It is imminent to solute university graduate's employment question. Japanese and our country Jiangsu Province's successful experience has given us the enormous enlightenment. Whether does the region government display its marketing function in the university graduate initial employment, will launch the research from this angle to solve the university graduate initial employment problem to provide the new mentality without doubt. Therefore, the present paper begins from the region government's initiative aspect, to study the region government and the university graduates, and study how positive to absorb the university graduate , finally proposes the corresponding countermeasure for the university student primary employment question.The talented person theory and the government marketing theory are the rationales which this article studies. And the talented person theory mainly includes the talented person functional theory, the human resource flow theory and the personnel demand theory. Here mainly quotes Deng Xiaoping's talented person theory. We must first be clear about the university graduates is society's talented person, the university graduates by social widespread absorbing is not only university graduate own need, is also the social development progressive need. Deng Xiaoping's talented person theory has supported our research necessity theoretically. The human resource flow theory is mainly refers to the Ma Tai effect and the halo effect. The Ma Tai effect and the halo effect are basic backgrounds studies for us. There is big attraction from the economic development good region to university graduates, but the weak trend region absorbing university graduates is quite difficult. The personnel demand theory we mainly quote the knowledge staff's demand theory, Masiluo demand level theory and Herzberg's double factor theory.The government marketing theory is this article core theory foundation. The government marketing is refers to take the social public's demand as the guidance, through utilizes each marketing method, achieves the public satisfaction or the over value satisfactory entire process. The government marketing theory believed that there is competition in fact between national, between national various provinces, various cities for own region benefit maximization. This kind of competition relations' existence, had decided that the country, the provinces and the cities have to carry on the region marketing for their own relative competitive advantage. Each intergovernmental marketing achievements' size, affects the speed of the local economic development, the height of the manage level of the enterprise and the degree of satisfaction of the resident, and also decides the direct development environment of the enterprise. The government marketing theory has provided the mentality and the method for ours research.Our university graduates are facing the extremely stern employment situation, and this presents the enormous challenge to our practiced workers and theorists. In the area of research on the graduate employment, the results mainly concentrates to the university education system's reform, the university student own factor analysis, the employment market information is asymmetrical, as well as government's some institutional arrangements aspect. These theoretical research has caused in the practice procedure. It overemphasizes the division of the main body, and it has not displayed the overall effect. So it has not provided an effective method to solute the question of university graduate's employment.Based on this we proposed that government function which must undertake in the university graduate primary employment: (1) the macroeconomic regulation and control function (2) the direct absorbing function (3) auxiliary the buying in function (4) the watch-dog function. And points out the questions of the government marketing work in the university graduate initial employment: (1) the region government lacks the initiative in the absorbing university graduate's process; (2) the region government lacks the whole consciousness in the absorbing university graduate's process; (3) the region government the marketing goal is not explicit in the absorbing university graduate's process. These questions need to be paid more attention in the following research.Because of the different of the graduation colleges and universities, the fresh source and the family background, university graduates have different goals in the process of employment. Some people pay great attention to individual enterprise's development, some people pay great attention to the salary treatment, some people are partial in individual interest hobby. Because of this, the university graduates often choose the cities and the areas of good development. The society offers consciousness is desalinate. According to above to university graduate's analysis, this article from region government angle divides the factors which influent university graduate initial employment into three kinds, namely employment environmental factor, emotion factor and social environment factor.Then we divide the government into the provincial level government, the big urban government and the mid to small townships municipal government according to government's rank as well as the government city's scale. Subsequently we divide the government into the government lead, the key marketing department and the related marketing department according to the function which should display in the graduates employment.After the above upholstery and the analysis, this article will enter the government marketing the idea part. First we proposed the government marketing thought, namely region initiative absorbing thought. And we point out that the research on the region government marketing in the university graduate initial employment is only a part of region initiative absorbing system. Embarks from this thought we propose in the principles which the government marketing should follow in the process of university graduate initial employment: All the people participation principle; Universal absorbing principle; Insisted for a long time principle. And on the basic of function that the government marketing organizations and agencies display in process of university graduate initial employment function, we construct the action mechanism model.Above all, we propose the government marketing strategies in the university graduate initial employment: 1, direct marketing strategies: The government leaders should formulate the policy of university graduates employment directly; The key marketing department formulates the policy of university graduate employment which is suitable for the region own. The related marketing departments complete the labor of duty, and construct healthy city. 2, related marketing strategies: The government leaders strengthen to educate the enterprise and populace; The key marketing department promote university graduate initial employment through influence enterprise behavior; The related marketing departments strengthen propaganda work to the region in populace.It is a brand-new angle to study the university graduate employment question from the region initiative absorbing thought. And the government marketing is only an aspect. The author hopes that the present paper can cause the value of the region initiative absorbing thought to construct a perfect region initiative absorbing system, in order to solve university graduates employment problem, and the future can widely apply other communities in the employment question.