| Come with the age of information, website recruitment is much more prevalently applied. On the one hand, job hunters are no more satisfied with applying position in one way, but try to gather job in anyway including application on line; on the other hand, medium & small sized enterprises and especially traditional manufacturing industries are facing the choke point for human resource recruitment with low budget, while the single way to apply is not efficient but high cost to go by many channels at the same time.For solving such problem of medium & small sized enterprises and traditional manufacturing industries, Shenzhen Telecom offers the multi-channel 114 recruiting website project integrated by IP supermarket, internet, telephone and in personal application. The 114 recruiting website project is known in regional area by establishing a certain amount of customers since it was born, however, the single marketing way is obviously limiting the its sustaining development. To optimize the existing marketing channel mode, is becoming a serious subject for Shenzhen Telecom.This paper is doing a research of the Shenzhen 114 recruiting website project, technically focusing on the optimization of its marketing channel.The paper deeply analyzed the marketing status in quo of 114 recruiting website project, of which including marketing environment, marketing demanding characters and comparison with competitors, emphases on the project's development research.The paper anatomized three existing drawbacks of 114 recruiting website project which including limited width, lowness of sale and weak controllability.The paper proposed ways to optimize marketing channels of 114 recruiting website project. They are:to wide channel by cooperate marketing and self established marketing; to enhance the profession of sales channel by setting up CRM system, accomplishing service function; to enforce controllability by framing managerial policies on political enterprise channel, cooperating channel and self established channel; to fulfill service policy, set up service system to support enterprising channel. |
