xx企業(yè)管理咨詢公司服務(wù)營(yíng)銷策略研究

16000字

摘要 近年來，隨著我國(guó)改革開放的不斷深化和國(guó)際經(jīng)濟(jì)一體化程度的不斷加深，同行業(yè)之間市場(chǎng)競(jìng)爭(zhēng)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(chǎng)，難以持續(xù)長(zhǎng)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(cuò)，但是高層認(rèn)為，應(yīng)該利用此刻的優(yōu)勢(shì)讓企業(yè)進(jìn)一步發(fā)展；也有些企業(yè)面對(duì)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(shí)管理咨詢公司應(yīng)運(yùn)而生。
但是隨著信息時(shí)代的到來，企業(yè)管理者對(duì)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(chǎng)競(jìng)爭(zhēng)中存活下去，一定要改變自己的營(yíng)銷策略，尤其是服務(wù)營(yíng)銷策略。
本文將通過對(duì)英國(guó)利物浦企業(yè)管理咨詢公司目前經(jīng)營(yíng)管理中，服務(wù)營(yíng)銷存在的問題進(jìn)行研究分析，在服務(wù)營(yíng)銷理論的基礎(chǔ)上，應(yīng)用服務(wù)利潤(rùn)鏈探討利物浦公司營(yíng)銷策略體系。最后完善基于服務(wù)利潤(rùn)鏈的英國(guó)利物浦企業(yè)管理咨詢公司服務(wù)營(yíng)銷策略。

關(guān)鍵詞：管理咨詢 英國(guó)利物浦管理咨詢公司 服務(wù)利潤(rùn)鏈 服務(wù)營(yíng)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(rùn)鏈理論 3
2.1服務(wù)利潤(rùn)鏈理論概述 3
2.1.1內(nèi)部服務(wù)品質(zhì)推動(dòng)員工滿意度 3
2.1.2員工滿意度推動(dòng)員工忠誠(chéng)度 4
2.1.3員工忠誠(chéng)推動(dòng)員工工作效率 4
2.1.4 員工工作效率創(chuàng)造顧客所獲價(jià)值 4
2.1.5 顧客所獲價(jià)值促進(jìn)顧客滿意 4
2.1.6 顧客滿意度推動(dòng)顧客忠誠(chéng)度 5
2.1.7 顧客忠誠(chéng)度促進(jìn)企業(yè)盈利發(fā)展 5
2.1.8 啟示： 5
2.2 基于服務(wù)利潤(rùn)鏈的服務(wù)營(yíng)銷策略 6
2.2.1 實(shí)施內(nèi)部營(yíng)銷，提高內(nèi)部服務(wù)質(zhì)量 6
2.2.2 提高顧客讓渡價(jià)值 6
第三章 英國(guó)利物浦企業(yè)管理咨詢公司服務(wù)營(yíng)銷現(xiàn)狀 8
3.1 營(yíng)銷框架 8
3.2 業(yè)務(wù)模式 9
3.3 營(yíng)銷方法 10
3.4 評(píng)價(jià) 11
第四章 基于服務(wù)價(jià)值鏈對(duì)利物浦公司服務(wù)營(yíng)銷策略意見 13
4.1 實(shí)施內(nèi)部營(yíng)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(lì)機(jī)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(yíng)銷的企業(yè)文化 19
4.2 提高顧客讓渡價(jià)值 19
4.2.1目標(biāo)市場(chǎng)分析 19
4.2.2產(chǎn)品、服務(wù)價(jià)值 20
4.2.3提高人員價(jià)值 25
4.2.3提高企業(yè)形象價(jià)值 25
結(jié)論 27
致謝 28
參考文獻(xiàn) 29