To Evaluate the Effect of Campus Recruit Based on Social Capital and Relationship Marketing－The Case of Shih Hsin University

• Main Authors: DENG,CHIH-KUANG, 鄧智光
• Other Authors: LAI,CHENG-NENG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ngc4z8

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 104 === This study, focusing on Taiwan recruitment of China’s Blue Digital as a case, explores the reasons of Blue Digital’s campus recruits why students’ enthusiasms in sending resumes and in inquiry are higher than ever. Thus, the writer views recruitment of that day and those resume-sending students as subject during an interview. In addition, a semi-constructed interview is conducted for highlighting what differences college students have considered attempt to figure out these questions. Eventually, through theories of social capital and relationship marketing as the cornerstone, how campus recruits integrate the elements of trust, network, and norm of reciprocity and manipulate strategies of brand marketing as well as relationship marketing to reach the effectiveness of recruits. This research concludes, I. Portions of accumulating social capital recourses: 1.With trust toward host of campus recruits, it results from the accumulation of professional images. 2.Monopolized tunnels create nodes advantages. 3.Through precise strategies of enterprise recruits, it establishes strong ties. 4.Reciprocity fosters active motivations. II. Dimensions of marketing strategies: 1.It offers exact customer-oriented assists. 2.It is of experiences to surprise customers with intimacy in terms of relationship marketing. 3.Branding creates trust and lowers the sense of uncertainty. This study anticipates coming up with a proper way that campus recruits are hosted to consent with social capital dimensions of campus recruits in order to break through the current plight. Furthermore, it also expects that the application, via the recourses of social marketing, can be approved, which enables dramatic effects of campus recruits as a reference of an analogue.