xx企業(yè)管理咨詢公司服務(wù)營銷策略研究

16000字

摘要 近年來，隨著我國改革開放的不斷深化和國際經(jīng)濟一體化程度的不斷加深，同行業(yè)之間市場競爭日益加劇。一大部分企業(yè),由于管理方面的問題不能適應(yīng)瞬息變化的市場，難以持續(xù)長久的發(fā)展；還有一部分企業(yè)現(xiàn)在看起來發(fā)展?fàn)顩r不錯，但是高層認為，應(yīng)該利用此刻的優(yōu)勢讓企業(yè)進一步發(fā)展；也有些企業(yè)面對越來越膨脹的業(yè)務(wù)，積極尋求改革突破傳統(tǒng)模式。這時管理咨詢公司應(yīng)運而生。
但是隨著信息時代的到來，企業(yè)管理者對咨詢公司的工具、做法以及思路有了一定的了解，相當(dāng)一部分企業(yè)在咨詢公司的選擇上有了新的想法和要求。因此，咨詢公司要想在激烈的市場競爭中存活下去，一定要改變自己的營銷策略，尤其是服務(wù)營銷策略。
本文將通過對英國利物浦企業(yè)管理咨詢公司目前經(jīng)營管理中，服務(wù)營銷存在的問題進行研究分析，在服務(wù)營銷理論的基礎(chǔ)上，應(yīng)用服務(wù)利潤鏈探討利物浦公司營銷策略體系。最后完善基于服務(wù)利潤鏈的英國利物浦企業(yè)管理咨詢公司服務(wù)營銷策略。

關(guān)鍵詞：管理咨詢 英國利物浦管理咨詢公司 服務(wù)利潤鏈 服務(wù)營銷

Service-marketing Strategy Of Liverpool Management Consulting firm
Based On The Service Profit Chain
Abstract For the past few years, with the deepening of China's reform and international economic integration, The market competition among the same industry is growing. In these enterprises, some enterprises will be unsustainable because their mismanagement cannot adapt to the fierce market competition; Some enterprises are in good operation tendency, but their managers think it is necessary that they can make use of the advantage for further development; The other companies which business scope rapidly expands, actively seek reform to break through the traditional model. Management consulting company arises at the historic moment.
Enterprises as a "person", and consulting firm is a "doctor", people will get sick in the process of survival and the doctor will provide medical care according to individual's physical condition. Its aim is to make the patient's physical and mental healthy; For consulting company, its aim is to maintain the stability of the enterprise management, and prospective development.
Since the advent of the information era, the managers have understood some tools, practices and ideas which related to consultancy. Quite a number of enterprises raise more claims to consulting firm because they have new ideas and requirements on the choice. Therefore, consulting company must change their marketing strategy, especially the service-marketing Strategy. Then they may be survive in the fierce market competition.
This paper aims to analyze currently operating service marketing management problems of Liverpool. Based on the service marketing theory, it will explore the Liverpool Corporation marketing strategy system by applying the service value chain. Finally, it will improve service marketing strategy of Liverpool Management Consulting firm based on the the service profit chain.

Key word：Liverpool Management Consulting Firm Management Consulting Service Profit Chain Service-marketing

目 錄
第1章 緒論 1
1.1 研究背景 1
1.2 研究意義 2
第2章 服務(wù)利潤鏈理論 3
2.1服務(wù)利潤鏈理論概述 3
2.1.1內(nèi)部服務(wù)品質(zhì)推動員工滿意度 3
2.1.2員工滿意度推動員工忠誠度 4
2.1.3員工忠誠推動員工工作效率 4
2.1.4 員工工作效率創(chuàng)造顧客所獲價值 4
2.1.5 顧客所獲價值促進顧客滿意 4
2.1.6 顧客滿意度推動顧客忠誠度 5
2.1.7 顧客忠誠度促進企業(yè)盈利發(fā)展 5
2.1.8 啟示： 5
2.2 基于服務(wù)利潤鏈的服務(wù)營銷策略 6
2.2.1 實施內(nèi)部營銷，提高內(nèi)部服務(wù)質(zhì)量 6
2.2.2 提高顧客讓渡價值 6
第三章 英國利物浦企業(yè)管理咨詢公司服務(wù)營銷現(xiàn)狀 8
3.1 營銷框架 8
3.2 業(yè)務(wù)模式 9
3.3 營銷方法 10
3.4 評價 11
第四章 基于服務(wù)價值鏈對利物浦公司服務(wù)營銷策略意見 13
4.1 實施內(nèi)部營銷,提高員工滿意度 13
4.1.1建立員工的選擇、培訓(xùn)制度 13
4.1.2完善考核與激勵機制 14
4.1.3創(chuàng)建學(xué)習(xí)型組織 17
4.1.4培育內(nèi)部營銷的企業(yè)文化 19
4.2 提高顧客讓渡價值 19
4.2.1目標(biāo)市場分析 19
4.2.2產(chǎn)品、服務(wù)價值 20
4.2.3提高人員價值 25
4.2.3提高企業(yè)形象價值 25
結(jié)論 27
致謝 28
參考文獻 29