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    Title: 台灣行銷專才需求市場現況及行銷專業技能對薪資之影響
    The Current State of Demand for Marketing Professionals in Taiwan and the Impact of Marketing Skills on Salaries
    Authors: 林怡彤
    Lin, Yi-Tung
    Contributors: 邱志聖
    林怡彤
    Lin, Yi-Tung
    Keywords: 行銷教育
    數據分析
    數位行銷
    社群媒體經營
    人才培育
    Date: 2024
    Issue Date: 2024-08-05 11:55:36 (UTC+8)
    Abstract: 在全球化和數字經濟時代下,台灣的行銷專才市場也面臨著劇烈的變化,
    在人力需求層面,企業在尋求適應數位化時代的應對人才,尤其在數據分析、
    數位行銷和社群媒體管理等方面的需求與日俱增,這些技能的供應與需求增長
    不僅反映了技術的進步,這樣的衝擊更直面的挑戰行銷教育的現況。
    本研究旨在探討台灣行銷專才市場的現狀,並透過求職網站,探討各項行
    銷技能的提及頻率以及對薪資水準的具體影響,其中,隨著企業越來越依賴數
    據驅動的決策制定,數據分析成為了行銷專業人才中的核心能力,但這一需求
    的增加是否反映在台灣的行銷人才薪資上,目前尚未有充分的實證研究支持。
    此外,社群媒體在現今行銷策略中扮演著不可或缺的角色,儘管企業對於
    此行銷技能需求之高,研究指出,僅仰賴社群媒體管理技能的行銷專業人才可
    能面臨相對較低的薪資水平,這可能與此相關技能相對容易獲得和普及性有
    關。
    最後,本研究進一步考察了數位行銷的薪資影響,數位行銷已成為行銷專 業中的基本技能,特定的數位行銷專業能力如:搜尋引擎最佳化(SEO)以及 數據導向的數位廣告策略,對於提升薪資水準有顯著效果。
    綜上所述,本研究將透過對現今的職缺進行量化分析,對台灣行銷人才需
    求趨勢及其對薪資水準的影響做全面的評估,進而幫助於大專院校針對行銷教
    育調整課程設計,以接軌目前企業對人才之需求,也能為企業提供招聘和培訓
    行銷人才的策略參考。
    Reference: 中文文獻
    1. 國家發展委員會(2023)。112-114年重點產業人才供需調查及推估。台北市:國家發展委員會。
    2. 天下創新學院(2019)。2000大企業數位轉型與人才大調查。台北市:天下雜誌群調查中心。
    3. 104人力銀行 (n.d.)。行銷專業人員的薪資指南。104薪資情報。取自https://guide.104.com.tw/salary/cat/2004001000?type=catstarting&salary=monthly
    英文文獻
    1. DataCamp. (n.d.). The anatomy of a data team: Different data roles. Retrieved from https://www.datacamp.com/blog/infographic-the-anatomy-of-a-data-team-different-data-roles
    2. Dong, T., & Triche, J. (2020). A longitudinal analysis of job skills for entry-level data analysts. Journal of Information Systems Education, 31(4), 312-326.
    3. Grandhi, B., Patwa, N., & Saleem, K. (2021). Data-driven marketing for growth and profitability. EuroMed Journal of Business, 16(4), 381-398.
    4. Jadhav, G. G., Gaikwad, S. V., & Bapat, D. (2023). A systematic literature review: Digital marketing and its impact on SMEs. Journal of Indian Business Research, 15(1), 76-91.
    5. Kovacs, I., & Vamosi Zarandne, K. (2022). Digital marketing employability skills in job advertisements-must-have soft skills for entry-level workers: A content analysis. Recent Issues in Sociological Research, 15(1), 178-192.
    6. Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business & Management, 8(1), 1870797.
    7. McKinsey & Company. (2015). Big Data, Analytics, and the Future of Marketing & Sales. Chicago, IL: McKinsey & Company.
    8. McArthur, E., Kubacki, K., Pang, B., & Alcaraz, C. (2017). The employers’ view of "work-ready" graduates: A study of advertisements for marketing jobs in Australia. Journal of Marketing Education, 39(2), 82-93.
    9. Rizvanović, B., Zutshi, A., Grilo, A., & Nodehi, T. (2023). Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing. Technological Forecasting and Social Change, 186, 122128.
    10. Schlee, R. P., & Karns, G. L. (2017). Job requirements for marketing graduates: Are there differences in the knowledge, skills, and personal attributes needed for different salary levels? Journal of Marketing Education, 39(2), 69-81.
    11. Wellfound(2024). Social media startup salaries in 2024. Retrieved from https://wellfound.com/hiring-data/i/social-media
    12. Zhang, J., Le, T., & Chen, J. (2023). Investigation of essential skills for data analysts: An analysis based on LinkedIn. Journal of Global Information Management, 31(1), 1-21.
    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    111351006
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111351006
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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