【作者】 毛忞歆；

【导师】 王海斌；

【作者基本信息】 武汉理工大学 ， 企业管理， 2004， 硕士

【摘要】 随着我国经济的快速发展，人们的物质生活水平不断提高，同时人们却感受到了更大的生活、工作和学习等方面的压力。如果这些压力得不到及时的释放，就很容易对个人、家庭甚至社会造成危害。心理咨询业是一个应运而生的服务业，心理咨询从业人员通过与心理咨询对象进行交流，为心理咨询对象排除心理上的一些障碍，帮助每一个有心理问题的人走出困惑，重新拥有健康的心态。在发达国家，心理咨询服务已经非常普及，人们习惯在感到苦闷、烦恼时去找心理咨询师；在我国，人们不仅在观念上还没有完全接受心理咨询，而且国内心理咨询业确实存在一些问题，这使得我国的心理咨询业发展缓慢，与我国心理咨询市场的需求很不相符。为了促进我国心理咨询业的快速发展，必须运用科学的理论来分析并解决目前心理咨询业所存在的问题。 心理咨询的目的是帮助人们保持健康的心理状态，心理咨询的过程也就是一个为顾客和社会创造价值的过程，而实现这个过程就必须了解、利用市场。随着市场环境的不断变化和发展，社会市场营销观念得到了越来越多企业的推崇，这种观念要求企业在进行市场营销活动的过程中平衡企业、顾客和社会三者的利益，创造更多的社会价值。由此看出，如果心理咨询从业者树立社会市场营销观念将有利于从战略的角度制定心理咨询业的营销组合策略。 心理咨询业营销的组合策略主要是体现在对心理咨询服务、心理咨询定价、心理咨询方式和心理咨询促销等四个方面的整合。对心理咨询业营销的创新就是运用服务营销理念对心理咨询业的4P组合策略进行补充，将整合营销战略、顾客满意战略、服务营销组合战略等用来指导心理咨询业的经营。木文从多角度发现心理咨询业发展所面临的困难，并从理论层次上提出解决目前问题的方法。本文的研究路线是：通过对我国心理咨询业的市场环境的分析，找出当前存在的问题，运用市场营销理论提出心理咨询业发展的营销途径，推动我国心理咨询业逐步走向成熟。更多还原

【Abstract】 With the economic fast development in our country, people’s physical life level at increases continuously, while people feel larger pressures of life, work and study etc. If these pressures are not released in time, which will easily result in harm to individuals, family, even society. The psychology counseling industry is emerging with the tide of the times, during the process of consulting between psychology counseling personnel and psychology counseling object, the former help the psychology counseling object expel some mental obstacle and go out of mental perplexity, so as to own mental health. In developed country, the psychology counseling service is popular. People have accustomed to fall back on psychology counseling when they fell not so good. However, it’s not so popular in China. Because many Chinese can’t accept psychology counseling inwardly, at the same time, there are some problems existing in Chinese psychology counseling industry. So that Chinese psychology counseling industry develops slowly, which isn’t accord with the situation of our country. It’s necessary to adopt scientific management theories to lead Chinese psychology counseling’s development.The marketing theories develop continuously along with the environmental variety in market. The societal marketing concept gets more and more worship by enterprises at present. The concept requests the enterprise manage the connection among the enterprise, customer and society in the process of marketing, creating more social worth. The purpose of the psychology counseling is to help people keep mental health, the process of the psychology counseling is the process of creating worth for customers and society. The counseling operators set up the social marketing concept, which is propitious to establishing the marketing combination strategies of psychology counseling industry from the strategic point of view.The marketing combination strategies of the psychology counseling industry are the integration among the service, the price, the process, and the promotion. The innovation to the psychology counseling is making use of the services marketing concept to reinforce the 4P combination strategies, applying the integrated marketing strategy, the customer-satisfied strategy and service marketing combination strategy to supervise the development of psychology counseling industry. The research method of the text is introducing the number-theory method to discover the problems of the developing psychology counseling industry from several angles, so as to bring forward solutions on theory. Based on the analysis of the market environment and the current problems of the psychology counseling industry in our country, putting forward the marketing mode of Chinese psychology counseling according to the market marketing theories so as to promote Chinese psychology counseling’s speedy development.更多还原