随着时代发展，员工已经成为企业成长发展所必须的资本。多年来企业已经 在如何留住员工，提高员工工作效率等方面进行过很多探索实践。而近几年，很 多企业开始从雇主品牌建设的角度思考如何对员工进行管理，希望能找到管理员 工的新思路。与此同时，工作节奏加快，也使企业对员工的要求越来越高，不仅 需要员工有效率地完成工作，也需要员工在工作中具有更多的主动性，做出主动 性行为。目前，已有文献探索了雇主品牌对员工求职意向、员工绩效、离职倾向 等方面的影响，但还没有从内部视角来研究雇主品牌对员工主动性行为的影响。 因此，本文从内部研究雇主品牌对员工主动性行为的影响，对企业来说，具有非 常重要的意义。 在本研究中探讨了雇主品牌如何影响员工个体层面的主动性行为及组织认 同在这一过程中所起的作用。本文通过文献研究，问卷调查等方法，采用相关数 据分析软件进行信效度、相关、回归等分析。得到以下研究结论：第一，雇主品 牌显著影响组织认同及员工主动性行为。第二，六个维度中管理风格对员工主动 性行为影响最大，团队合作、职业发展、组织实力及工作本身的影响依次降低， 薪酬福利不影响组织认同和员工主动性行为。第三、组织认同在雇主品牌和员工 主动性行为之间起部分中介作用，进一步研究发现组织认同部分中介了管理风 格、职业发展、团队合作和员工主动性行为之间的关系，完全中介了组织实力、 工作本身和员工主动性行为之间的关系。 根据研究结论，本文得到以下管理启示：第一，结合公司现状建设雇主品牌， 并充分调研了解员工诉求。并分别从公司管理风格、员工职业发展、团队合作、 员工工作内容及通过履行社会责任提高组织实力等几方面来激发员工的主动性 行为提出具体的管理建议。第二，要加强组织建设，重视对员工组织认同感的培 养。第三，要做好雇主品牌建设的宣贯与落实，并鼓励员工主动反馈。 关键词：主动性行为，雇主品牌，组织认同 II The Impact of Employer Brands on Employees' Proactive Behavior Abstract With the development of the times, employees have become an indispensable capital for enterprise development. Over the years, companies have conducted a lot of exploration and practice on how to retain employees, give full play to their value, and improve their work efficiency. In recent years, many companies have begun to think about how to manage employees from the perspective of employer brand building, hoping to find new ideas for managing employees. At the same time, accelerating work rhythm has also made the company increasingly demanding employees. Not only do employees need to complete their tasks efficiently, they also need employees to be more proactive in their work and make proactive actions. At present, there are literatures exploring the impact of employer brand on employees' job search intentions, employee performance, turnover intention, etc., but there is no internal perspective to study the impact of employer brand on employees' proactive behavior. In this study, we explore how employer brand affects employee's individual-level proactive behavior and the mediating role of organizational identity in this process. In this paper, through questionnaire research, questionnaire survey and other methods, design and distribute questionnaires, use related data analysis software for reliability, correlation, regression and other analysis. The following research conclusions are obtained: First, the employer brand significantly affects organizational identity and employee proactive behavior. Second, among the six dimensions, management style has the greatest impact on employees' proactive behavior. Teamwork, career development, organizational strength, and work itself are sequentially reduced. Salary and benefits do not affect organizational identity and employees' proactive behavior. Third, organizational identity plays a partial intermediary role between employer brand and employees' proactive behavior. Further research found that organizational identity partially mediates the relationship between career development, management style, teamwork and employees' proactive behavior, completely mediating the organization the relationship between strength, work itself III and employees' proactive behavior. Based on the research conclusions, this article has the following management implications: First, build an employer brand based on the company's current situation, and fully investigate and understand the employees' demands. And from the company's management style, employee career development, teamwork, employee work content and improve organizational strength through fulfilling social responsibilities and other aspects to stimulate employees' proactive behaviors and put forward specific management recommendations. Second, we must strengthen organizational construction and pay attention to the cultivation of employee organizational identity. Third, we should do a good job publicizing and implementation of employer branding, and to encourage employees to take the initiative to give feedback. Key words: proactive behavior， employer brand， organizational identity 目 录 摘要 ......................................................................................................... I ABSTRACT .................................................................................................. II 第一章 绪论 ............................................................................................ 1 1.1 研究背景及问题提出 ......................................................................................... 1 1.2 研究意义 ............................................................................................................. 2 1.2.1 理论意义....................................................................................................... 2 1.2.2 实践意义....................................................................................................... 2 1.3 研究的总体思路 ................................................................................................. 3 1.3.1 研究内容....................................................................................................... 3 1.3.2 研究方法....................................................................................................... 3 1.3.3 研究技术路线图........................................................................................... 4 1.4 研究的主要创新之处 ......................................................................................... 4 第二章 文献综述 .................................................................................... 6 2.1 理论基础 ........................................................................................................... 6 2.1.1社会交换理论 ............................................................................................................. 6 2.1.2 内部营销理论 ............................................................................................................ 7 2.2 雇主品牌相关研究 ........................................................................................... 8 2.2.1 雇主品牌概念 ............................................................................................................ 8 2.2.2 雇主品牌的维度和测量 .......................................................................................... 9 2.2.3 雇主品牌的价值 ..................................................................................................... 10 2.3 主动性行为相关研究 ....................................................................................... 11 2.3.1 主动性行为概念 ..................................................................................................... 11 2.3.2 主动性行为的维度和测量 ................................................................................... 11 2.3.3 主动性行为的影响因素 ........................................................................................ 12 2.4组织认同相关研究 ............................................................................................ 13 2.4.1 组织认同概念 .......................................................................................................... 13 2.4.2 组织认同的维度和测量 ............................................................