宏润企业管理咨询有限公司发展战略研究

发布时间：2018-05-13 20:01

本文选题：宏润公司 + 发展战略　；参考：《湖南大学》2015年硕士论文

【摘要】：宏润企业管理咨询有限公司是一家在中国大陆和香港为企业及社会团体提供量身定制财务、税务和商业解决方案的咨询公司。伴随着中国经济的发展,公司积累了一定数量的客户,同时公司的劣势也相当明显,主要表现如下:过分靠“大师”级咨询人员获得订单;大多数咨询人员实践经验较少、咨询技术面较窄;营销费用投入较少;全方位、全过程服务意识不强;高校资源利用不充分;网络资源、媒体资源利用不充分。在咨询行业迅速发展的背景下,公司无法获得更多的客户,进一步发展受到限制,因此迫切需要进行发展战略规划。本文运用战略管理相关理论对宏润企业管理咨询有限公司的发展战略进行了研究。首先,采用PEST分析法对宏润公司所处的宏观环境、行业环境进行了分析,明确了公司仍然面临咨询行业快速发展的有利时机;其次,采用波特五力分析法对公司资源及能力进行分析,指出公司在为中小企业服务中积累的成功经验和在客户中形成的良好口碑,是公司自身的核心竞争力,同时也发现了影响公司的核心竞争力的一些问题;再采用SWOT分析法分析选择并确定公司战略,建议采取纵向提升战略,同时为实现公司纵向提升战略,公司应确立差异化战略、品牌战略、战略联盟战略来扩张和发展;随后提出组织、人才、财务投资、资源数据库、市场营销方面的保障措施,以确保战略的顺利实现。本文的研究成果对宏润企业管理咨询有限公司今后制定发展战略具有较强的实践价值,同时值得类似规模和战略定位的咨询公司借鉴。
[Abstract]:Hong run Enterprise Management Consulting Co., Ltd. is a consulting company in mainland China and Hong Kong to provide tailor-made financial, tax and business solutions for enterprises and social groups. With the development of China's economy, the company has accumulated a certain number of customers, and the disadvantages of the company are quite obvious, mainly as follows: excessive reliance on "master" level consultants to obtain orders; most of the consultants have less practical experience. The consultation technology is narrow; the marketing expense is less; the omnidirectional, the whole process service consciousness is not strong; the university resources are not fully utilized; the network resources, the media resources are not fully utilized. Under the background of rapid development of consulting industry, the company can not obtain more customers and its further development is restricted, so it is urgent to carry out development strategy planning. This paper studies the development strategy of Hongrun Enterprise Management Consulting Co., Ltd. Firstly, the macro environment and industry environment of Hongrun Company are analyzed by using PEST analysis method, and it is clear that the company is still facing a favorable opportunity for the rapid development of consulting industry. Based on the analysis of the company's resources and ability by using Porter's five-force analysis method, it is pointed out that the company's core competitiveness is the successful experience accumulated in serving small and medium-sized enterprises and the good reputation formed among its customers. At the same time, some problems affecting the core competitiveness of the company are found, and then the SWOT analysis method is used to analyze and determine the company strategy, and the vertical promotion strategy is suggested. In order to realize the vertical promotion strategy, the company should establish the differentiation strategy. Brand strategy, strategic alliance strategy to expand and develop; then put forward organizational, talent, financial investment, resource database, marketing safeguards to ensure the smooth implementation of the strategy. The research results of this paper have a strong practical value for Hongrun Enterprise Management Consulting Co., Ltd. In the future to formulate the development strategy, at the same time, it is worthy of reference for consulting companies with similar scale and strategic orientation.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F279.2

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