【作者】 廖飞；

【导师】 张阳；

【作者基本信息】 河海大学 ， 企业管理， 2004， 硕士

【摘要】 我国的管理咨询业于20世纪80年代起步，并于90年代得到快速发展。据不完全统计，目前注册的管理企业早已超过一万多家。理咨询企业数量增长是迅猛的，发展势头也是强劲的，它们在我国的社会经济生活中也正的挥着越来越重要的作用。但是，现实生活中，人们耳熟能详的管理咨询企业并没有几家，而且，在同国外管理咨询企业的竞争中，本土的管理咨询企业往往处于劣势。本土的管理咨询企业要快速的发展并且壮大，获取竞争优势，就不得不潜心制定并实施行之有效的营销战略。 本文以正处于成长中的本土管理咨询企业为研究对象，以市场营销理论与战略管理理论为理论基础，通过对国外管理咨询企业的营销特点进行分析，结合本土管理咨询企业的发展现状，在综合对比的基础上对本土管理咨询企业营销失效的原因进行分析，同时提出了管理咨询企业营销失效的战略解决模式，尤其是对管理咨询企业营销所必需的市场机会，以及切合自身资源优势的营销战略与营销组织，更是进行了比较详尽的分析。总之，本文提出了针对管理咨询企业营销失效的战略解决模式，以期对本土管理咨询企业的营销提供尽可能的参考。 当然，在战略解决模式上，本文提出的是相对比较笼统的模式，由于不是针对具体的企业，在可操作性上并不能一概而论，只想对本土的管理咨询企业在制定实施自己的营销方面有所借鉴。更多还原

【Abstract】 In China the trade of management consultation got off to a start in 1980’s, and developed rapidly in 1990’s. According to incomplete statistics, there are more than 10,000 registered management consultation enterprises now. The number of management consultation enterprises is increasing swiftly and violently, the impetus of development is strong, they are playing a more and more important role in our social and economic life. But in actual life, there is few management consultation enterprises familiar to people, and they are in an inferior position in the competition with aboard management consultation enterprises. To develop and expand rapidly and gain competitive advantages, domestic management consultation enterprises have to draw up and carry out valid marketing strategy.Regarding growing domestic management consultation enterprises as study objective, based on marketing and strategy management theories the thesis analyses the characteristics of aboard management consultation enterprises, combined with present condition of domestic management consultation enterprises, the thesis analyses the reason for marketing inefficiency of domestic management consultation enterprises in synthetic comparison. At the same time the thesis proposes strategic resolution model of marketing inefficiency for management consulting enterprises. Particularly, the thesis makes a detail analyze on the market opportunities that are necessary for management consultation enterprises and marketing strategy and organization which geared to their resource advantages. In a word, the thesis puts forward strategic resolution model to marketing inefficiency for domestic management consultation enterprises as reference when they go on marketing work.Of course, the thesis brings forward the model relatively in generalities. For the thesis is not aimed to specific enterprise, these model can not be manipulated in each circumstance. The thesis only wants to provide some reference for domestic management consultation enterprises when they are marketing.更多还原