Bs Management Consulting Firm Marketing Strategy Based On Buying Behavior Theory, Innovative Research

Management consultation industry will rapidly enter the growth stage in china, but some management consulting companies are developing slowly, even nonprofit. One of reason is management consulting companies' marketing tactics cannot adapt to the changes of marketing environment.The author firstly makes management consultation industry and the major competitors of BS Company analysis. Secondly, the author analyses the situation of BS Company and the marketing tactics BS Company has adopted. After these analyses the author find the marketing tactics cannot adapt to the environment. So the author draws a conclusion that BS Company must change the marketing tactics based on the investigation on consumer behavior.According to the theory of organizational buying behavior, the author researches the features of management consultation buying behavior. Based these features, BS Company made several investigations, such as, general behavior investigations and consumer decision process investigation. At last, the author puts forward five marketing tactics, including: choosing service items, segmenting market based on organizational buying behavior, the combinative communication tactics based on the decision process of consumer, pricing tactic building on perceived value of customer, the distribution tactics of establishing branches in economic development zones.