随着全球经济的数字化转型，中国的蓝领招聘市场也在经历着前所未有的变革。这一变革不仅受到宏观经济调整和人口结构变化的影响，还与数字技术的快速发展密切相关。新兴的招聘模式如直播招聘应运而生，为蓝领招聘市场注入了新的活力。特别是在新冠疫情的影响下，企业和求职者纷纷转向线上平台。直播招聘以其独特的实时互动性，迅速成为连接求职者和用人单位的重要桥梁。在这一背景下，直播招聘平台不仅需要适应新兴技术的发展趋势，还要充分理解蓝领工人和企业的需求，提供更加精准和个性化的服务。蓝领工人作为劳动力市场的重要组成部分，他们的就业状况直接影响到社会经济的稳定与发展。通过直播技术，求职者可以实时了解岗位信息，与招聘方进行面对面的交流，从而提高求职效率和成功率。同时，企业也能吸引合适的人才。本研究聚焦于直播招聘这一新兴模式，以K公司为案例，深入分析了其在蓝领招聘领域的商业模式、市场表现以及面临的挑战。研究发现，K公司通过直播技术成功构建了一个实时互动的招聘平台，有效促进了蓝领工人与用人单位之间的沟通，提升了招聘效率，并在一定程度上缓解了劳动力市场的供需矛盾。然而，K公司在市场定位的准确性、盈利模式的可持续性以及业务系统的用户体验一致性方面存在不足，亟需通过精准市场定位、多元化收入来源和优化用户体验等措施进行改进。本研究采用魏朱六要素商业模式模型对K公司进行了全面分析，并与其他在线招聘平台的商业模式进行了对比。研究结果显示，尽管K公司在连接求职者和招聘方、提高招聘效率方面取得了一定成功，但在商业模式的关键要素上仍有改进空间。此外，研究还探讨了直播招聘在当前宏观经济转型、人口结构变化和数字技术创新背景下的适应性和发展潜力，为直播蓝领招聘平台的战略定位和商业模式创新提供了理论依据和实践指导。本研究不仅为直播平台提供了基于数据驱动的决策支持，还为政策制定者提供了关于劳动力市场和数字经济发展的宏观政策建议。从长远影响来看，本研究对于指导直播蓝领招聘平台的可持续发展具有重要意义，有望推动蓝领招聘市场的健康发展，为企业和求职者创造更大的价值，同时促进社会就业结构的优化和经济的高质量发展。
As the global economy undergoes digital transformation, China‘s blue-collar recruitment market is experiencing unprecedented changes. These changes are not only influenced by macroeconomic adjustments and demographic shifts but are also closely related to the rapid development of digital technologies. Traditional recruitment methods can no longer meet the demands of the market, and emerging recruitment models such as live streaming recruitment have emerged, injecting new vitality into the blue-collar recruitment market. Especially under the impact of the COVID-19 pandemic, offline recruitment activities are limited, and enterprises and job seekers are turning to online platforms for safer and more efficient recruitment solutions. Live streaming recruitment, with its unique real-time interactivity and immersive experience, has quickly become an important bridge connecting blue-collar workers and employers.Against this backdrop, live streaming recruitment platforms need to adapt to the development trends of emerging technologies and fully understand the needs of blue-collar workers and enterprises to provide more accurate and personalized services. Blue-collar workers, as an important part of the labor market, directly affect the stability and development of the social economy. However, the blue-collar recruitment market has long been plagued by issues such as information asymmetry, low recruitment efficiency, and poor job seeker-job matching. The emergence of the live streaming recruitment model provides new ideas and methods for solving these problems. Through live streaming technology, job seekers can understand job information in real-time, communicate face-to-face with recruiters, thereby improving job-seeking efficiency and success rates. At the same time, enterprises can more vividly display their working environment and corporate culture, attracting suitable talents.This study focuses on the emerging model of live streaming recruitment, using K Company as a case study to examine its business model, market performance, and challenges in the blue-collar recruitment sector. The research reveals that K Company has successfully established a real-time interactive recruitment platform through live streaming technology, effectively facilitating communication between blue-collar workers and employers, enhancing recruitment efficiency, and to some extent, alleviating the supply-demand contradiction in the labor market. However, K Company still has shortcomings in the accuracy of market positioning, the sustainability of the profit model, and the consistency of user experience in its business system, urgently needing improvements through precise market positioning, diversified revenue sources, and optimized user experience.The study uses the Wei-Zhu six-element business model framework to conduct a comprehensive analysis of K Company and compares it with other online recruitment platforms. The results show that although K Company has achieved certain successes in connecting job seekers and employers and improving recruitment efficiency, there is still room for improvement in key elements of its business model. In addition, the study explores the adaptability and development potential of live streaming recruitment against the backdrop of macroeconomic transformation, demographic changes, and digital technology innovation, providing a theoretical basis and practical guidance for the strategic positioning and business model innovation of live blue-collar recruitment platforms.In terms of expected outcomes, this research not only provides data-driven decision support for live streaming platforms but also offers macro policy recommendations for policymakers regarding the labor market and digital economy development. In the long run, the significance of this research lies in its capacity to provide strategic direction for the ongoing and sustainable growth of real-time platforms focused on blue-collar employment. This investigation holds the promise of fostering a robust and sound evolution within the market for recruiting blue-collar labor. It is poised to generate enhanced value for both businesses and individuals seeking employment, and it is anticipated to aid in the refinement of the employment landscape, thereby bolstering the trajectory of economic growth with a quality-centric approach.
