ZHB公司发展战略研究

发布时间：2018-06-23 03:26

本文选题：品牌 + 咨询服务　；参考：《电子科技大学》2016年硕士论文

【摘要】：当今时代市场竞争激烈,越来越多的企业关注品牌,品牌咨询的需求越来越大,不单集中于大企业,需求市场正在转向中小企业；而随着互联网、电子商务以及新媒体的大力发展,企业对于自身品牌的展现也不再局限在传统线下渠道,有了拓展到线上虚拟空间的需求,品牌咨询服务的市场前景一片广阔。对于企业来说,品牌树立后,辅以相应的战略,会大幅凸显企业的竞争优势,并在一段时间内保持市场优势地位,这同样激发了品牌咨询服务的市场需求。ZHB公司,自1996年成立近20年来一直专注于品牌全生命周期的咨询服务,多年来一直维持高增长发展,随着市场需求主体逐渐向中小企业转移,近年来的增速也在放缓；随着大型企业客户的需求日趋饱和,ZHB公司的业务渐显萎缩趋势。显然当前战略已不能适应市场需要,需要重新对公司的战略进行研究调整。而云计算、大数据分析等信息技术正逐渐被更多的企业接受和使用,这在一段时间内会持续影响以智力成果输出为主的品牌咨询服务行业。本文通过对国内外品牌咨询服务的现状及趋势进行分析研究,并结合ZHB公司的业务现状进行阐述分析,通过归纳总结出ZHB公司面临的战略发展问题,结合战略及发展战略理论的相关知识,提出ZHB公司的发展战略方案。本文将以此为目的展开研究,以期能为ZHB公司确定发展战略有所帮助。
[Abstract]:Nowadays the market competition is fierce, more and more enterprises pay attention to the brand, the demand for brand consulting is growing, not only for the big enterprises, but also for the small and medium-sized enterprises. With the development of electronic commerce and new media, the brand display of enterprises is no longer limited to the traditional offline channels, and has the demand to expand to the online virtual space, the market prospect of brand consulting service is broad. For enterprises, the establishment of the brand, accompanied by corresponding strategies, will significantly highlight the competitive advantage of the enterprise and maintain a dominant position in the market for a period of time. This has also stimulated the market demand for brand consulting services. ZHB, Since the establishment of nearly 20 years since the establishment of the brand has been focused on the entire life cycle of consulting services, for many years has maintained a high growth, with the market demand gradually transferred to small and medium-sized enterprises, the growth rate in recent years is also slowing down; As the customer demand of large-scale enterprises becomes more and more saturated, the business of ZHB Company is gradually shrinking. Obviously, the current strategy can not meet the needs of the market, need to re-research the company's strategy adjustment. Cloud computing, big data analysis and other information technologies are gradually being accepted and used by more enterprises, which will continue to affect the intellectual output of the brand consulting services industry for a period of time. In this paper, the current situation and trend of brand consulting service at home and abroad are analyzed, and combined with the business situation of ZHB Company, the strategic development problems faced by ZHB Company are summarized. Combining the relevant knowledge of strategy and development strategy theory, the development strategy plan of ZHB company is put forward. The purpose of this study is to help ZHB to determine its development strategy.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F272;C932

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