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论文编号：	636
作者编号：	2120062040
上传时间：	2008/6/20 9:45:28
中文题目：	咨询企业的关系营销策略研究
英文题目：	Relationship Marketing Strateg
指导老师：	吴晓云
中文关键字：	咨询企业;　关系营销;　六市场模
英文关键字：	Consulting Enterprises Rela
中文摘要：	国际咨询业100多年的发展历史与现状表明，一个国家咨询业的发展与该国综合国力密切相关，综合国力越强，咨询业也越发达，而强大的咨询业又是保证国民经济长期、稳定发展的必要条件。当今美国的综合国力强大，这与其咨询业的强大是分不开的。在国际市场竞争环境日益加剧的今天，一个国家如果缺少咨询业或咨询业规模较小，其他产业的发展就会失去方向，更不用说取得竞争优势和保持长期稳定发展。而咨询企业在其自身的发展过程中却存在很多问题，包括为客户提供的咨询方案以及客户的关系管理方面、咨询企业的内部营销以及与其它外部市场的关系方面等。本研究基于上述背景，从关系营销的角度入手，通过对关系营销理论的回顾，指出关系营销理念在咨询行业中的应用，为咨询企业如何实施关系营销，如何激励内部员工向客户提供高绩效咨询以及如何处理同外部市场的关系提出了可行性建议。全文内容可概括为七个部分：第一，有关关系营销概念的研究现状与理论回顾，对经典的关系营销理论进行了系统的梳理，构建了本研究的理论平台；第二，分析了咨询企业开展关系营销的现状以及咨询企业开展关系营销的过程中所存在的问题，指出了咨询企业开展关系营销的必要性，并构建了咨询企业开展关系营销活动的基本模式框架；第三，从关系营销理念入手，通过构建效益驱动型结构的高绩效咨询，指出咨询企业如何向客户提供高绩效的咨询方案，并且通过客户关系管理同客户建立长期的高绩效合作关系；第四，从树立内部营销理念，营造内部营销环境、构建知识型员工绩效评估及激励体系以及知识共享机制三个方面详细分析了咨询企业知识型员工的内部营销策略；第五，提出咨询企业与其他外部市场的关系营销策略，包括竞争者关系营销策略、影响者关系营销策略以及举荐人关系营销策略；第六，通过分析国内外著名咨询公司麦肯锡以及新华信成功的关系营销策略，验证本研究的关系营销策略模型；最后是本论文的结论部分，对本文的研究成果及后续研究方向作相关讨论。
英文摘要：	More than 100 years development history of International consulting industry and its current situation show that the development of a national consulting industry is closely related to the country's comprehensive national strength. The stronger of the comprehensive national strength, the more developed of consulting industry, and at the same time, the developed consulting industry is necessary condition to ensure a long-term, stable development of the national economy. Today the United States’comprehensive national strength is inseparable with its strong consulting industry. The competition in the international market is becoming increasingly fierce, the absence of consulting industry or smaller consulting industry will cause the development of other industries lose direction, not to mention competitive advantages and to maintain long-term, stable development And consulting enterprises still have many issues in its own development process, including providing advice to clients, customer relationship management, internal marketing and the relationships with other external markets. Based on the above background, this paper reviewed the theory of relationship marketing, the application of relationship marketing concept in consulting industry, and then put forward feasible suggestions to consulting enterprises on how to implement the relationship marketing, how to stimulate internal staff to provide high-performance advisory and how to deal with the relationship with external markets. The content of this paper can be divided into seven parts: Firstly, this paper made reviews on the concept of relationship marketing and classical theories of relationship marketing, constructing the academic platform for the paper；Secondly, analyzed the status and issues of consulting enterprises’ relationship marketing strategies, pointed out the necessities relationship marketing strategies for consulting enterprises and established the basic model or consulting enterprises’ relationship marketing activity; Thirdly, from the concept of relationship marketing, through efficiency-driven high-performance TAP, pointed consulting enterprises how to provide high-performance, TAP and establish long-term cooperation through customer relationship management; Fourthly, analyzed consulting internal marketing strategies from three aspects: establishing internal marketing concept and creating internal marketing environment, building a knowledge-based employee performance evaluation and incentive system, as well as building knowledge-sharing mechanism; Fifthly, suggested relationship marketing strategies with other external markets , including competitor marketing strategy, affected market marketing strategy, as well as recommending marketing strategy; Sixthly, analyzed the successful relationship marketing strategy of McKinsey and Sinotrust to validate the validity of the model; Lastly, making conclusions of this paper, and then gave some directions in the follow-up research.
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