Studies On Marketing Tactics Of GS Management Consulting Company

Currently management consulting industry has just been a new and developing industry in China. A few management consulting firms survive from life or death ordeal, and developed fast, but most companies come and go quickly. Most of all, what make those successful management firms succeed are their correctly evaluating situation around them, taking right marketing tactics to meet the need of market demand according to the features of their products or services, the features of market at that time, as well as the rule of management consulting industry, and adapting to the trend of the market. This thesis carries on analysis on the marketing tactics made by GS management consulting company during its period of introduction and fast-growing phase on the basis of the market features, and search the reasons for success, analyze the existing weakness, then offer corresponding proposals. It is greatly meaningful to summarize the successes and weakness from GS management consulting company for the development of both itself and other consulting firms.First of all, the author makes a description on domestic consulting industry at the time, points out current problems, and produces fundamental analysis on domestic consulting firms. In the chapter 2, a basic idea about how to carry out marketing plan is discussed at the base of summaries on the marketing operation of successful management consulting firms. Then the author recalls the general history of GScompany, and describes the characters at every phase. From the chapter 3, this article summarizes several important marketing tactics made by GS company during its 5 years' development, including product position, product tactics, promotion tactics, representation tactics and consulting service promoting tactics. After discussed its feathers of product mix tactics, promotion tactics and representation tactics, the author draw a conclusion on its marketing communication mode. In the last chapter, the loss and win are systematically analyzed, existing problems are also pointed out and the corresponding methods are also given.The author applies the corresponding theories about marketing and service marketing to deeply analyze the marketing tactics made by GS company, based on its marketing management practice, and try to find the answers for its fast growth, the current latent problems. The author thoroughly analyzes its marketing communication tactics from the eyes of enterprises, GS company itself and consulting industry, apples SWOT tools and especially life cycle of customer relation to research this company, and come up with some useful proposals.