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论文编号：	10634
作者编号：	2220140562
上传时间：	2018/12/7 17:12:01
中文题目：	M 心理咨询公司营销策略
英文题目：	Research on the Marketing Strategy of M Psychological Consulting Company
指导老师：	赵伟
中文关键字：	心理咨询公司；SWOT 分析；4P 营销组合；互联网模式
英文关键字：	Psychological consulting company;Model of SWOT;4P marketing mix strategy;Internet marketing mode
中文摘要：	心理咨询行业是当前的朝阳行业，是发展潜力最大、收益丰厚的行业之一。我国心理咨询市场进入门槛较低，发展速度过快，导致市场竞争无序，企业经营管理水平整体偏低。同时，理论界对心理咨询业发展的学术研究正处于起步阶段，尚未形成系统的理论体系。因此，从营销管理角度，探讨心理咨询企业的管理思路与发展对策具有现实指导意义。本文以 M 心理咨询公司为研究对象，首先对心理咨询、市场营销等概念进行了界定，对 SWOT 分析理论、4P 营销组合理论等相关理论基础进行了阐述。其次，尝试着将市场营销理论和 4P 营销策略应用到 M 心理咨询公司的营销策略分析与研究上，详细分析了公司的营销现状，指出公司面临的问题。再次，对 M 心理咨询公司进行了 SWOT 分析，并运用 SWOT 矩阵进行综合分析，得出 M 心理咨询公司应该采取的营销策略。最后，本文提出了 M 心理咨询公司的 4P 市场营销策略。其中，产品策略包括提高个体咨询服务针对性，加强团体咨询业务发展，扩展心理咨询相关培训业务，加强其他相关业务的开展。渠道策略包括个体咨询业务和团体咨询业务服务渠道的优化，以及社会流动服务渠道的优化。价格策略包括心理咨询服务收费和心理咨询培训收费模式的优化，以及适时提供免费心理咨询。促销策略包括互联网模式的推广，EAP 项目的宣传和推广以及与政府、医疗机构合作的策略。本文对 M 心理咨询公司案例的研究成果不仅能够为同行业企业的营销工作提供借鉴与参考，更有助于心理咨询业理论研究体系的丰富和发展。
英文摘要：	The psychological consulting industry is the sunrise industry at present. It is one of the industries with the greatest potential and huge profits. China's psychological counseling market entry threshold is low, the development speed is too fast, resulting in market competition disorder, enterprise management level is low. At the same time, the academic research on the development of psychological counseling industry is in its infancy, and has not yet formed a systematic theoretical system. Therefore, from the perspective of marketing management, it is of practical significance to explore the management ideas and Development Countermeasures of psychological consulting enterprises. This thesis takes M Psychological Consulting Company as the research object. Firstly, it defines the concepts of psychological consultation and marketing, and expounds the SWOT analysis theory and 4P marketing mix theory. Secondly, it tries to apply the marketing theory and 4P marketing strategy to the analysis and research of M Psychological Consulting Company's marketing strategy, analyzes the marketing status of the company in detail, and points out the problems faced by the company. Thirdly, SWOT analysis of M Psychological Consulting Company is carried out, and the SWOT matrix is used for comprehensive analysis. The marketing strategy that M Psychological Consulting Company should adopt is obtained. Finally, this thesis puts forward the 4P marketing strategy of M psychological consulting company. Among them, product strategies include improving the pertinence of individual counseling services, strengthening the development of group counseling services, expanding psychological counseling related training services, and strengthening the development of other related businesses. Channel strategy includes the optimization of service channel of individual consulting service and group consulting service, and the optimization of service channel of social mobility. Price strategies include the optimization of fees for psychological counseling services and training, and the timely provision of free psychological counseling. Promotion strategies include the promotion of the Internet model, the promotion and promotion Abstract III of EAP projects, and the strategy of cooperation with the government and medical institutions. The results of the case study of M Psychological Consulting Company can not only provide reference and reference for the marketing work of the same industry, but also contribute to the enrichment and development of the theoretical research system of Psychological Consulting Industry.
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