Research On The Marketing Strategy Of Management Consultant Enterprise In China

Management consultant is an immense potential rising industry in China, but there are many thing need to study and finding it's way of management consulting firm in China in such a growth stage. Facing the pressure of competition of international management consulting firm, we have to extend our brand in dire need of feasible and innovative way of marketing strategy. In such a case, researching the marketing strategy of our management consultant enterprise has its significant meaning for which the consulting firm exploits market, brands and finds the best way.The paper is object the China management consultant industry to research and combine the relevant data and cases both here and abroad, from our practice, foundation with service marketing, to advance the personality marketing strategy of China management consulting firm. The writer thought it should borrow modern multi-marketing philosophy and the characteristic itself to adopt integration marketing which includes product marketing, client relationship marketing, enterprise marketing, alliance marketing and network marketing to open up market of management consultant effectively.The passage mainly contains six parts. The first part introduces the concepts of the management consultant, marketing and management consultant marketing to analysis the differences consultant marketing and traditional marketing. The second part explains the research back ground and present condition of both inside and outside China. The third part summarizes the familiar marketing strategy in foreign country which is customer marketing and service marketing for our borrowing. The fourth part demonstrates the four facets of issues in our present management consultant enterprise, such as lacking of core competency, persuading of short-time interest and unconcerned the effect, ignoring the infection of advertisement in branding, unconcern to build up the stable relations with clients. The fifth part is a key point of this thesis; it discusses the five facets of multi-marking strategy in China management consultant enterprise as product marketing, client relationship marketing, enterprise marketing, alliance marketing and network marketing. The last part analysis the key of future management consultant industry which is exploiting new market of consultant, setting up the partner companies, and consulting firm internationalization.