安迅思咨询公司营销策略分析

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1、安迅思咨询公司营销策略研究摘要随着我国市场化进程的加快，各个行业的竞争越来越激烈，企业在了解和分析内外部环境，制定战略规划的过程中越发地认识到了“外脑”的重要性。顺应着咨询行业的蓬勃发展，尤其是得益于我国第十二个五年规划中将大力发展企业咨询服务作为服务业产业结构优化升级的战略重点之一，行业咨询作为咨询中的一个细分市场，也同时面临着巨大的发展机遇。本文以一家典型的行业咨询公司安迅思咨询公司作为研究对象，运用PEST理论对其外部的政治、经济、技术和文化等环境因素进行分析；运用波特五力模型分析企业所面临的行业环境，通过以上分析，得出安迅思发展的客观条件以及潜在的机会和威胁。同

2、时，从安迅思面临的竞争格局、面对的客户资源、内部的人员配置和业务绩效等方面，对其发展现状以及存在的问题进行剖析，并将内外部关键因素进行匹配，结合企业的中长期发展目标，从目标行业、服务、销售和品牌多个方面制定出企业未来三年的营销策略。关键词：行业咨询，安迅思，大宗品，营销策略万方数据THERESEARCHOFSALES&MARKETINGSTRATEGYFORICISCONSULTINGABSTRACTWiththeacceleratingdevelopmentofmarketalizationinChina,competitionismoreandmorefiercei

3、nalmostalltheindustries.Duringtheprocessofanalyzingtheinternalandexternalenvironment,andsettingupthedevelopmentstrategy,theindustryplayersgettorealizethattheyarenotcapableofdealingwiththestrategicplanningbythemselvesanditisessentialtoturntoanindependentconsultancy.Thankstotheprosperousde

4、velopmentofconsultingbusinessinChina,especiallytheconsultingserviceisrecognizedasoneofthestrategicfocusesoftheupgradingofServiceIndustrystructureinChina’s“Twelfth-five-yearPlan”,IndustryConsultingasasegmentationoftheconsultingbusinesswilldefinitelyseegreatopportunitiesofdevelopment.Thist

5、hesisistargetingICISConsulting,whichisatypicalindustryconsultingcompany.ItanalyzedtheexternalenvironmentofthecompanybyusingthePESTtheoryandalsoanalyzeditsindustrialenvironmentwith万方数据Porter’sFiveForceModel.Theenvironmentanalysisfinallyconcludedtheobjectiveconditions,thepotentialopportuni

6、tiesandthreatsofthedevelopmentofICIS.Meanwhile,italsolookedintothestatusquoandproblemsofthecompany’sdevelopmentbyreviewingitscompetitivelandscape,customerbase,staffingandbusinessperformance.Bycombingthecompany’scurrentstatus,problemswithitsexternalandindustrialenvironment,anditsmid-longt

7、ermtarget,thethesisformulatethesales&marketingstrategyforICISConsultingforthenextthreeyears.KEYWORDS:IndustryConsulting,ICIS,Commodity,Sales&MarketingStrategy万方数据目录第1章绪论.......................................................................................................