| The consulting industry is a general term for the relevant industries in the tertiary industry that provide intelligent consulting services,also known as the "brain industry".As a knowledge service industry,the most prominent feature is intelligence intensive services.The significance of consulting in today’s world is to provide corresponding decision-making opinions or scheme construction to solve the problems faced by various users based on the professional skills possessed by individuals or teams,including specialized knowledge,cutting-edge information,and experience in the application of knowledge in practical strategies.As the world economy gradually shifts to the service economy,it conforms to the trend of the times,China has also introduced relevant policies to encourage the development of the consulting industry,while the domestic demand for consulting business has also continued to rise.As the company’s project pre consulting is more and more favored by enterprises,the competition in the consulting industry is becoming increasingly fierce.With the earth shaking changes in the Internet system and information technology,a new marketing model that breaks the thinking has emerged in the public’s view.Traditional overseas architecture consulting companies are facing a bottleneck stage in which their marketing models can not keep up with the changes of the times.A considerable part of them are still following the old generation of marketing models,which need to be innovated and optimized urgently.As a member of the overseas architecture consulting industry,D Consulting Company is also in such a difficult situation.This topic takes D Consulting Company as the main research object.First,it uses the basic theoretical knowledge of service marketing in books to deeply analyze the internal service marketing situation of D Consulting Company and the transformation of the external objective environment.Then,it focuses on the service marketing problems of D Consulting Company under the current situation by issuing questionnaires to target users: unreasonable product prices The marketing promotion channel is narrow,the customer manager’s performance is not satisfactory,the service process is not perfect,and the tangible display is lacking.In addition,the causes of these problems have been deeply followed.By contacting the service marketing theory and the 7Ps marketing theory,the theory and practice are combined to analyze and optimize the service marketing strategy of D Consulting Company one by one from the seven elements of 7Ps marketing.Finally,corresponding safeguard measures are formulated from the aspects of optimizing management system,strengthening human resources and establishing marketing awareness at all levels to ensure the implementation of D Consulting’s service marketing strategy.Through the analysis of the service marketing strategy of D Consulting Company,this paper can not only provide suggestions for the optimization of the service marketing strategy of D Consulting Company,but also help domestic small and medium-sized overseas architecture consulting companies engaged in similar businesses to provide reference in the future analysis of service marketing strategies and improvement of service marketing level. |
