ZH管理咨询公司营销策略研究

发布时间：2018-09-05 18:26

【摘要】：起步于上世纪90年代的本土管理咨询公司,尽管一些公司已经发展得比较成熟,但总体而言,对于处于经济转型,行业转型的国内市场却还是不能很好的去进行把控。大多数的咨询公司对于如何去有针对性的进行市场的开拓和营销应该说还属于比较幼稚和混沌的状态。本文从我国管理咨询业的现状入手,以服务营销、关系营销和客户关系管理为理论基础,结合大量的国内外案例和相关数据,对ZH公司在发展与成长过程中所采取的市场营销策略进行剖析和研究,提出了针对ZH公司的个性营销方案,这对于正处于发展阶段的其他管理咨询公司具有较强的借鉴和现实意义。本论文共分六个部分：第一部分为绪论,讨论管理咨询市场营销的背景、意义和方法；第二部分通过研究对比国内外的管理咨询行业,了解管理咨询业在国内外的发展状况；第三部分对管理咨询行业目前在国内的营销现状进行分析和阐述；第四部分具体讨论ZH公司在发展过程中大体的阶段性营销特点；第五部分是本文的重点,结合ZH管理咨询公司的实践案例,从多种营销组合的角度来剖析ZH公司市场营销策略；第六部分通过分析管理咨询公司目前市场营销方面的问题,然后有针对性的提出了相应的对策。
[Abstract]:Homegrown management consulting firms, which started in the 1990s, although some have matured, have generally failed to manage the domestic market, which is in the midst of economic transformation and industry transformation. Most consulting firms are naive and chaotic about how to target their marketing and development. This paper starts with the current situation of management consulting industry in China, taking service marketing, relationship marketing and customer relationship management as the theoretical basis, combining with a large number of domestic and foreign cases and related data. This paper analyzes and studies the marketing strategies adopted by ZH Company in the process of development and growth, and puts forward a personal marketing scheme for ZH Company. This is a strong reference and practical significance for other management consulting companies in the development stage. This thesis is divided into six parts: the first part is the introduction, which discusses the background, significance and methods of the management consulting marketing, the second part through the research and comparison of the management consulting industry at home and abroad, understand the development of management consulting industry at home and abroad; The third part of the management consulting industry in the current domestic marketing situation analysis and elaboration; the fourth part of the specific discussion of ZH in the development process of the general stage of marketing characteristics; the fifth part is the focus of this article, Combined with the practical case of ZH Management Consulting Company, this paper analyzes the marketing strategy of ZH Company from the perspective of various marketing combinations. The sixth part analyzes the current marketing problems of the management consulting company. Then the corresponding countermeasures are put forward.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;C932.8

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