政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152390

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152390

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政大典藏 > College of Commerce > Department of International Business > Theses > Item 140.119/152390

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152390

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:	[Department of International Business] Theses

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