Marketing Tactics Research Of Yangguang Management Consulting Company

Consulting industry is an emerging industry characterized by providing information and intellectual services, and it also is an important component of integrated social service system. It plays an increasingly important role in the social development and the development of knowledge-based and economy-oriented national economy. Modern consulting industry's development shows its globalizing trend and this industry has become a highly professionalized line. With the speeding up of global economic integration, there will be an expanded consulting market, potential demands and larger space for the development of consulting industry. And there will be some increasing challenges it will confront. In china, the management consulting industry started just about decade ago, of course, now it is still not mature yet not only in the aspects of practitioner's qualifications, brand building, but also in the process of cultivating the enterprise's core competitiveness. And current studies on it are far from enough in depth and levels.This paper, from the point of marketing, comprehensively employing the deductive and inductive method, empirical analysis, case studies, historical and comparison analysis, micro and macro-analysis, etc., first studies the relative concepts and theories of service marketing, gives a comparatively detailed analysis of the current status, problems, strengths and opportunities of the management consulting industry, also summarizes its five competitive forces model. Second, by investigating into the consulting market in Zhuzhou City, combining with the Sunshine Management Consulting Company's own resources, the author carries out the SWOT analysis, summarizes the advantages, disadvantages, opportunities and threats of the abovementioned company, thus puts forward the SWOT marketing strategy. Third, the author segments the management consulting market by taking two indexes-the industry line and life cycles of the served objects, as its segment variation, and chooses the target market and positions the market according to the own resources of Sunshine Company, thus puts forward the company's marketing strategy, i.e., concentrating strategy and low-price marketing strategy, according to strategies, the author designs some basic strategies, such as consulting products standardization strategy, personnel strategy, net work marketing, relationship strategy, etc.