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1、安迅思咨詢(xún)公司營(yíng)銷(xiāo)策略研究摘要隨著我國(guó)市場(chǎng)化進(jìn)程的加快，各個(gè)行業(yè)的競(jìng)爭(zhēng)越來(lái)越激烈，企業(yè)在了解和分析內(nèi)外部環(huán)境，制定戰(zhàn)略規(guī)劃的過(guò)程中越發(fā)地認(rèn)識(shí)到了“外腦”的重要性。順應(yīng)著咨詢(xún)行業(yè)的蓬勃發(fā)展，尤其是得益于我國(guó)第十二個(gè)五年規(guī)劃中將大力發(fā)展企業(yè)咨詢(xún)服務(wù)作為服務(wù)業(yè)產(chǎn)業(yè)結(jié)構(gòu)優(yōu)化升級(jí)的戰(zhàn)略重點(diǎn)之一，行業(yè)咨詢(xún)作為咨詢(xún)中的一個(gè)細(xì)分市場(chǎng)，也同時(shí)面臨著巨大的發(fā)展機(jī)遇。本文以一家典型的行業(yè)咨詢(xún)公司安迅思咨詢(xún)公司作為研究對(duì)象，運(yùn)用PEST理論對(duì)其外部的政治、經(jīng)濟(jì)、技術(shù)和文化等環(huán)境因素進(jìn)行分析；運(yùn)用波特五力模型分析企業(yè)所面臨的行業(yè)環(huán)境，通過(guò)以上分析，得出安迅思發(fā)展的客觀條件以及潛在的機(jī)會(huì)和威脅。同
2、時(shí)，從安迅思面臨的競(jìng)爭(zhēng)格局、面對(duì)的客戶(hù)資源、內(nèi)部的人員配置和業(yè)務(wù)績(jī)效等方面，對(duì)其發(fā)展現(xiàn)狀以及存在的問(wèn)題進(jìn)行剖析，并將內(nèi)外部關(guān)鍵因素進(jìn)行匹配，結(jié)合企業(yè)的中長(zhǎng)期發(fā)展目標(biāo)，從目標(biāo)行業(yè)、服務(wù)、銷(xiāo)售和品牌多個(gè)方面制定出企業(yè)未來(lái)三年的營(yíng)銷(xiāo)策略。關(guān)鍵詞：行業(yè)咨詢(xún)，安迅思，大宗品，營(yíng)銷(xiāo)策略萬(wàn)方數(shù)據(jù)THERESEARCHOFSALES&MARKETINGSTRATEGYFORICISCONSULTINGABSTRACTWiththeacceleratingdevelopmentofmarketalizationinChina,competitionismoreandmorefiercei
3、nalmostalltheindustries.Duringtheprocessofanalyzingtheinternalandexternalenvironment,andsettingupthedevelopmentstrategy,theindustryplayersgettorealizethattheyarenotcapableofdealingwiththestrategicplanningbythemselvesanditisessentialtoturntoanindependentconsultancy.Thankstotheprosperousde
4、velopmentofconsultingbusinessinChina,especiallytheconsultingserviceisrecognizedasoneofthestrategicfocusesoftheupgradingofServiceIndustrystructureinChina’s“Twelfth-five-yearPlan”,IndustryConsultingasasegmentationoftheconsultingbusinesswilldefinitelyseegreatopportunitiesofdevelopment.Thist
5、hesisistargetingICISConsulting,whichisatypicalindustryconsultingcompany.ItanalyzedtheexternalenvironmentofthecompanybyusingthePESTtheoryandalsoanalyzeditsindustrialenvironmentwith萬(wàn)方數(shù)據(jù)Porter’sFiveForceModel.Theenvironmentanalysisfinallyconcludedtheobjectiveconditions,thepotentialopportuni
6、tiesandthreatsofthedevelopmentofICIS.Meanwhile,italsolookedintothestatusquoandproblemsofthecompany’sdevelopmentbyreviewingitscompetitivelandscape,customerbase,staffingandbusinessperformance.Bycombingthecompany’scurrentstatus,problemswithitsexternalandindustrialenvironment,anditsmid-longt
7、ermtarget,thethesisformulatethesales&marketingstrategyforICISConsultingforthenextthreeyears.KEYWORDS:IndustryConsulting,ICIS,Commodity,Sales&MarketingStrategy萬(wàn)方數(shù)據(jù)目錄第1章緒論.......................................................................................................
