HUMAN RESOURCE MARKETING IS AN IMPORTANT FACTOR TO ENHANCE THE COMPETITIVENESS OF CHINESE ENTERPRISES

Abstract

On the basis of theoretical research, this paper expounds the basic connotation and necessity of human resource marketing. Then it further describes the historical development and current four new trends of human resource marketing in Chinese enterprises. The author determines that the marketing strategy of high quality human resources is an important factor to improve the competitiveness of China's high enterprises. The author introduces and analyzes in detail the main characteristics of human resource marketing activities of Chinese companies, and clarifies the interactive relationship between human resource management marketing and enterprise competitiveness from the aspects of system, culture, management, development, innovation and technology. The article points out that China's companies have been striving to build human resource management system, focusing on the establishment of human resource planning and talent pool; the construction of enterprise post qualification standard system to do a good job of human resource allocation; the establishment of scientific performance management, improvement and standardization of incentive scheme; the application of advanced technology in human resource management, Establish the network system of human resource service for enterprises. It is proved that the effectiveness of staff marketing to some extent determines the competitiveness of Chinese enterprises. Facts have proved that Chinese enterprises pay more and more attention to human resource marketing. Thus, on the example of the data of the Chinese company Haier, which specializes in the production of household appliances, the authors conducted a PEST-analysis of the company and identified the factors that shape its competitiveness. Among the main factors that positively affect and shape the competitive advantages of the company are significant political and economic support from the state, constantly growing market volumes, significant human resources and more. The article also provides a SWOT analysis of the company and substantiates the opportunities and threats that must be considered when developing an effective marketing strategy for the company's staff in the future.