Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

The Marketing Strategies Research of Management Consultancies

Author WangWei
Tutor LuXiaoJun
School Liaoning University of Science and Technology
Course Business Administration
Keywords management consultancy marketing strategy consultancy marketing
CLC F274
Type Master's thesis
Year 2013
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With the development of the development of theglobalization in economy, the global economy increase rapidly. Forbecoming the winner in fierce competition, consultancy comes naturally,following the great requirement of the management of enterprises. Inspite of the short history in Chinese consultancy, it increases sharply. Inrecent years, it develops at the rate of30%—50%, and more than30,000consultant companies have been established in China.So, this new field is one which own great potentials in market, andconsidering the process of the consultancy of most developed countries,its bright future can be seen clearly. With the initials of its developmentand marketing, the study of the strategy in consultancy plays a key rolefor its exploring markets, establishing its image and its characteristics.The thesis is consisted of six parts. First, it states the background, thetarget, and the significance of the thesis and expounds domestic andinternational management consulting marketing research status. Secondly,management consulting marketing related theory review, managementconsulting are reviewed, analyzed the management consulting marketingand traditional product marketing difference, after the analysis of the textfor the theory of the foreshadowing. Thirdly, the analysis of currentconsultancy. With PEST, the circumstances surrounding Chinese consultancy are analyzed; with Potter Five fore Mode, its circumstancesare done too, and four problems are shown: for short profit, ignoring theeffect; ignoring the establishment of brand; ignoring the long relationshipwith clients; ignoring the training of its employee; ignoring the sense ofbrand. Forth, Combined with our management consulting companycurrent marketing strategy analysis, in view of our country managementconsulting company problems, existing in the marketing strategy on thebasis of improvement from the management consulting, productmarketing and management consulting firm marketing two aspects. Fifth,the empirical analysis to A management consulting co. as an example, theproblems existing in the marketing is analyzed. The last one emphasizingthe focus on the consultancy marketing in the future for solving theproblems in the field in China.

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