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论文编号：	4771
作者编号：	2120102491
上传时间：	2012/12/11 15:21:20
中文题目：	中国文化背景下管理咨询行业关系营销研究-以A公司为例
英文题目：	Research on the Relationship Marketing of Management Consulting Industry under the Background of Chinese Culture
指导老师：	杜建刚
中文关键字：	管理咨询;关系营销;中国文化;信任;利益
英文关键字：	Management consulting;Relationship marketing;Chinese culture;Trust;Interest
中文摘要：	咨询业营销是一种关系营销，咨询业从双方的合作关系中获利，营销的核心是建立与被咨询企业的良好关系。咨询业营销把与客户建立良好的关系与维护这种良好的关系看的同等重要。因为客户常年需求管理咨询服务，对客户的了解越深入，客户的关系维系得越好，就越能提供更好的咨询服务和获得更多的机会。 中国一直以来就是一个讲究关系的国家，中国的文化从某种程度上是一种关系文化。同时，中国沉淀了五千多年的文化历史、智慧结晶和处事哲学，伴随着中国营销的发展，衍生了独具中国特色的营销思想。无论是外资咨询公司还是本土咨询公司，在中国的商业环境下开展管理咨询服务，都需要了解中国文化，了解中国的关系营销。 本文以中国文化为背景，总结出中国文化背景下管理咨询行业关系营销的特征，并以A咨询公司为例阐述中国文化背景下客户关系发展各阶段的关系营销策略，将客户关系由短期推向长期。 本文共分六章，第一章为绪论，第二章对相关理论进行回顾，第三、四、五章为主体部分，第六章为结论。各主体章节的内容和观点分述如下： 第三章 阐述中国文化背景下关系营销的特征，以信任为基础，以利益为纽带。 第四章 介绍了中国管理咨询行业的特点，并阐述中国文化背景下管理咨询行业实施关系营销的必要性。 第五章 以A咨询公司为例，依次以客户关系发展的四个阶段，开发阶段、初期合作阶段、稳定合作阶段、战略合作阶段，分别制定了关系营销战略。并分析了关系中断和倒退的原因和防治措施。
英文摘要：	The core of the consulting industry marketing is to establish good relations with the consulting firm, and to profit from the cooperation between the two sides. The consulting industry marketing is not only stressed the establishment of good relations with customers, and more emphasis on maintaining this relationship. For the customer demand for management consulting is perennial, the better maintaining relationship with customers, and the more in-depth understanding of the customer, the more opportunities they can get and the better consulting services they can provide. Therefore, the consulting industry marketing is relationship marketing. China has long been known as a country pay attention to the relationship, China's culture to some extent, is the culture of relationship. Meanwhile, precipitation over 5,000 years of cultural history, wisdom and philosophy of doing things, along with the development of the Chinese marketing, are deriving unique marketing ideas with Chinese characteristics. No matter for foreign consulting firm or a local consulting firm, to carry out management consulting services in China's business environment, need to understand Chinese culture and understand the Chinese relationship marketing. The paper is under the context of Chinese culture, concluding the characteristics of management consulting industry relationship marketing in Chinese cultural context, and take A consulting firm as an example to explain the development of customer relationships in various stages of the relationship marketing strategy in the context of Chinese culture, the customer relationship is pushed by the short-term to long-term. This paper is composed of seven chapters, the first chapter is the introduction, and the second chapter is a review of the relevant theory, the third, fourth and fifth chapters are the main part, and the sixth chapter is conclusions. The content and viewpoint of each main-part chapter are as follows: The third chapter: the characteristics of relationship marketing in the context of Chinese culture, based on trust, linked on the interests. The fourth chapter: describes the characteristics of the management consulting industry in China, and expounded the necessity of implementation of relationship marketing in management consulting industry in the context of Chinese culture. The fifth chapter: take A consulting firm for example, in sequence of four stages of the development of customer relationship: development phase, early cooperation stage, stable cooperation stage, and the strategic cooperation stage, set up relationship marketing strategies for each. And analyze of the causes and prevention measures for interrupt and regressive of the relations.
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