Study On Services Marketing Strategy System Of Management Consulting Companies In China

In recent years, with China's deepening reform and opening up and international economic integration deepening, foreign management consulting giants are entering into the Chinese market, which has brought huge pressure to the local management consulting firms. At the same time, the local management consulting Companies become to face with the increasingly fierce homogeneous competition.The management consulting industry is a rising industry with great market potential in China, While many fast-growing management consulting companies in China are still in the developing and searching phases. Facing with the competed pressure from international famous management consulting companies, they must seek a feasible and innovative way to build up their own core competitiveness. So it is very necessary to study the services marketing strategy system of management consulting firms.Management consulting firms assist client companies to analyze and solve practical problems in management and provide customers management consulting services through knowledge integration and reproduction. Management consulting firms belong to typical service companies. So, formulating and implementing effective services marketing strategy is of positive significance for management consulting firms to enhance the market competitiveness.Service marketing mix is a systematic marketing strategy system for service companies in connection with the market target, using the possible marketing strategies and means in order to improve the company's market competitiveness. At present, there is rarely study on marketing strategy system of management consulting companies from the service marketing mix perspective, therefore, this study must have the innovative points and practical guiding significance.This thesis will first analyze the features, development trends and existing problems of management consulting industry and management consulting companies in China. Then implicate services marketing theory, with services marketing mix as the main line, research and explore management consulting firms's marketing strategy system, based on the actual conditions of management consulting firms in our country. Finally, this thesis will use a case to illustrate and evaluate management consulting firms in China how to effectively formulate and implement services marketing strategy.This thesis is divided into six chapters: The first chapter is the introduction. This chapter mainly introduces the background, purpose, theme, framework and contributions and new creations of the research. Chapter II will review the management consulting practices and theory, and summarize the theoretical principle of services marketing theory. Chapter III focuses on the definition of services marketing strategy system of management consulting companies based on services marketing mix. Chapter IV will display the design of service marketing strategy system of management consulting companies based on services marketing mix composed of seven factors: product, price, place, promotion, people, physical evidence and process. Chapter V will use a management consulting firm's case to illustrate and evaluate management consulting firms in China how to effectively formulate and implement services marketing strategy. Chapter VI is the last part of this thesis. This chapter will display the conclusions of the study and point out the shortages and further research directions.