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论文编号：	303
作者编号：	2120062161
上传时间：	2008/12/13 20:31:21
中文题目：	中国本土管理咨询公司营销管理及
英文题目：	Research of Marketing Manageme
指导老师：	吴晓云
中文关键字：	本土管理咨询公司 关系营销
英文关键字：	Local management consulting co
中文摘要：	随着中国市场经济的蓬勃发展，客观存在的咨询需求为中国咨询业的发展提供了广阔的市场空间。应时而生，短短十几年，中国市场涌现了大量的管理咨询公司，其中有拥有百年历史的西方咨询公司，也有年轻的中国本土咨询公司。随着中国咨询市场的竞争加剧，国际咨询公司的本土化逐渐增强，本土管理咨询公司面临更加激烈的竞争。在本土管理咨询公司起步较晚，管理不够规范，相对落后的态势下，中国本土管理咨询公司根据自身综合资源开展有效的营销管理及策略，将是本土管理咨询公司在激烈的市场竞争中胜出，促进发展的关键。 本文将采用定性分析、实证分析和案例分析结合的方式，结合在校期间学习的相关理论知识,对管理咨询行业的发展现状、中国管理咨询市场竞争环境，以及本土管理咨询公司的优劣势和存在的问题进行分析，并借鉴国外管理咨询公司的营销经验，对本土管理咨询公司的营销策略进行初步的研究和探讨。 本文内容共分七部分，第一部分为导论，对本文研究的背景、意义、研究思路和研究办法以及论文结构进行了说明；第二部分整理、回顾了相关营销理论；第三部分分析了管理咨询业中国市场的竞争环境，并介绍了国外营销经验借鉴；第四部分基于STP等相关理论，探讨了本土管理咨询公司市场细分策略、目标市场选择策略、市场定位策略；第五部分主要结合关系营销中“承诺——信任”理论，基于“关系方满意和忠诚”，论述了本土管理咨询公司外部市场的营销策略；第六部分探讨了本土管理咨询公司内部市场的营销策略；第七部分是本文的结论，提出了本文研究的结论、创新和不足之处，以及进一步研究的思路和建议。 关键字：本土管理咨询公司 关系营销 营销管理 营销策略
英文摘要：	With fast growing economy in China, the subsequent demand for consulting service is presenting a promising future for China’s consulting service industry. Thanks to this background, a large number of consulting service companies emerged one after another in just more than ten years. Some of which are western companies with hundreds years of history, and locally established ones constitute another counterpart. In the context of increasingly fierce competition, international consulting providers are becoming more local, which poses a threat to local consulting service companies. As latecomers in this field, domestic companies lagged behind their western counterpart in respect of management and development concept. Therefore, China’s local consulting service providers must resort to effective marketing management and campaign by playing to the full of their strength, which will be the key for them to be on the cutting edge and to speed up the pace. This thesis explores the history of management consulting service, competition context in China, advantages and disadvantages faced by local companies as well as the existing problems by employing qualitative analysis, empirical analysis and case study in addition to theoretical knowledge acquired during study in college. In the meantime, referring to the experience of foreign companies’ in marketing makes a preliminary research into and analysis of marketing strategy of local companies. This thesis has seven sections. Section 1 is the Introduction, which describes the study background, purpose, method, and paper structure. The Section 2 deals with relevant theoretical knowledge in marketing; In Section 3, the Five-force Model is used to analyze the competition context in management consulting service field in China. Both the advantages and disadvantages faced by local players are presented in addition to the existing problems and the introduction of foreign experience. In Section 4, a discussion on marketing segmentation and selection of target segmentation as well as market positioning for local companies is made by employing the STP theory and other relevant theories. In Section 5, a discussion on external market oriented marketing strategy for local companies is made on the basis of the “Commitment-trust” theory in relationship marketing and the theory of "Satisfaction and loyalty of concerned party". The Section 6 focuses on the analysis of internal market oriented marketing strategy by local players. This thesis is concluded by Section 7, which presents the conclusion, innovation and inadequacy of this paper as well as the concept and advice for further study. Key words: Local management consulting company Relationship marketing Marketing management Marketing tactics
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