【作者】 李建伟；

【导师】 严汉平；

【作者基本信息】 西北大学 ， 工商管理， 2011， 硕士

【摘要】 近二十年来,我国管理咨询业发展很快,每年都有上千家新的管理咨询公司注册,同时也有近千家公司被洗牌,而且普遍处于低层次的生存阶段。研究发现,多数管理咨询公司都没有理解管理咨询的服务特性,也没有结合自身的核心能力,制定并应用具有针对性的营销策略体系。某种程度上说,制约我国本土管理咨询公司发展的首要因素就是市场营销。管理咨询公司通过专业的服务方式,帮助客户解决企业管理中的实际问题,管理咨询属于典型的服务业,管理咨询公司属于服务型公司,所以,管理咨询公司的市场营销策略必须从服务营销的属性出发,利用服务营销组合理论来指导管理咨询公司的营销策略。本文就是在此理论指导下展开研究的,主要由五个部分组成：第一部分为导论,主要对论文的选题背景、选题意义、研究思路与方法、研究内容与框架等进行简单介绍；第二部分介绍管理咨询和营销理论的基本概述；第三部分首先通过SWOT、五力模型等工具重点研究了YZYX管理咨询公司实际情况,然后提出构建服务营销策略体系对提升YZYX市场竞争力的意义；第四部分首先确定了YZYX管理咨询公司的STP营销战略,然后以营销组合策略为框架,从产品、定价、渠道、促销、人员、有形展示和过程等七个方面来构建YZYX管理咨询公司的营销策略体系,并对营销策略体系的实施提出了建议；第五部分主要介绍论文的结论、创新点、研究的不足以及今后的研究方向。本文旨在通过对管理咨询行业及营销理论的研究,根据YZYX管理咨询公司营销开展的实际情况,提出了YZYX管理咨询公司构建服务营销策略体系的必要性。然后以服务营销组合为主线,研究与探讨其营销策略体系的制定与应用问题。同时,本文的研究成果对于我国众多管理咨询公司的营销策略体系建立具有一定的推广价值。更多还原

【Abstract】 In recently 20 years, our country’s Professional management consulting has been developed quickly, there are thousands of management consulting companies enrolled ever year, at the same time, many companies be reformatted and generally in a low surviving level.According to the research, most of the consulting companies are not understand the feature of the management and consulting, also do not consider its’core competency to draw up and use the right system of the Marketing. In some degree, the primary factor which limited our country’s consulting company development is the marketing.Helping customers to solve practical problems in enterprise management professionally is the main task of the Management consulting company, so management consulting belongs to the typical services. Management consulting company belongs to the type of service-oriented, so the strategy of the consulting company’s marketing must start with the service, make full use of the theory of service marketing to guide it..This article is under this theory, The first part is mainly for the introduction of the topic selection background, significance, the research idea and method, content and framework of simple introduction; The second part is to introduce the basic outline of the management consulting and Marketing; The third part analysis the actual situation of the YZYX management consulting company, through the SWOT analysis, five competitive forces model and other tools, and proposed the meaning of building service marketing strategy to promote the competitiveness of the YZYX management consulting company; The forth part firstly define YZYX management consulting company’s marketing strategy, and construct the YZYX management consulting company’s marketing strategy system by seven aspacts as product, price, channel, promotion, personnel, tangible demonstration and process; The fifth part mainly introduces the conclusions of the paper, innovation points, limitations of the study and the future research direction.The purpose of this paper is to put forward the necessity of constructing service marketing system for Chinese local management consulting company by researching the management consulting industry and service marketing theory. Afterwards, according to the actual situation of the marketing system of the YZYX management consulting company, taking the service marketing combination as the main line, to research and discusses the marketing strategy formulation and application of the YZYX management consulting company Meanwhile, the result of this paper has certain value for establishment of marketing strategy system for many management consulting company in China.更多还原