二十一世紀開始,每個人的工作已經從做一份工作、追求一個職業,到建立專業專屬品牌,每個工作者要顯示出獨特的存在價值。在目前新世代的經濟社會中,企業以購併或同(異)業策略聯盟來擴大己身企業之影響力,於是在僧多粥少的激烈競爭之中,每個人更需要定義自己的特色與專精。基於以上,本研究欲處理的問題為:個人品牌在企業聲望的影響下,是否會改變自己在職場上的價值?是否有影響關係?若有影響關係,其程度為何?本研究將利用個人品牌、企業聲望及人力市場價值之衡量量表,再利用迴歸分析來分析這三者的關係。 研究結果驗證了原先提出的假設,認為個人品牌、企業聲望及人力市場價值有顯著關係;建議企業是一個表演及可發揮的平台,若鼓勵並加強員工與主管之間的溝通,讓員工對所屬的企業、組織有歸屬感,員工便會更盡心盡力地為組織企業付出;而員工對企業的忠誠度及信任度,相對地也會贏取客戶的忠誠度;同理的,企業的成功所創造的企業聲望也會為個人品牌經營帶來效益。期望這個研究結果可以讓企業經營者及求職者在未來面對相關問題時有參考的價值。
When corporations seek to expand market potentials and have further control over markets through merger, acquisition, or horizontal alliance, an employee immediately faces the task of differentiating him or herself from the other in order to keep the position. Thus, an individual is required to search for and defines his or her own specificities that are invaluable for and desired by corporations, and are competitive in human resource marketplace as well. As a result, it involves the issue of personal branding. This thesis aims to examine whether corporate reputation would affect establishment of personal branding, and its possible effect on accessing market value of an individual. Regression analysis is employed to analyze the relation between personal branding, corporate reputation, and market value of an individual. The result of the analysis confirms the proposed hypothesis. It indicates the intense relation between personal branding, corporate reputation, and market value of an individual. Corporations could be regarded as platforms for their employees. Thus, effective channels for communication between supervisors and employees should be encouraged. In addition, employees’ royalties to and trusts on corporations will affect establishments of customer relation. Furthermore, corporate reputation generating from corporations’ successes will have great impact on performances of personal branding. The goal of the thesis is to provide a pragmatic reference in terms of corporate operations and the issue of career planning.