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xx企业管理咨询公司服务营销策略研究,16000字摘要 近年来，随着我国改革开放的不断深化和国际经济一体化程度的不断加深，同行业之间市场竞争日益加剧。一大部分企业,由于管理方面的问题不能适应瞬息变化的市场，难以持续长久的发展；还有一部分企业现在看起来发展状况不错，但是高层认为，应该利用此刻的优势让企业进一步发展；也有些企...
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xx企业管理咨询公司服务营销策略研究
16000字
摘要 近年来，随着我国改革开放的不断深化和国际经济一体化程度的不断加深，同行业之间市场竞争日益加剧。一大部分企业,由于管理方面的问题不能适应瞬息变化的市场，难以持续长久的发展；还有一部分企业现在看起来发展状况不错，但是高层认为，应该利用此刻的优势让企业进一步发展；也有些企业面对越来越膨胀的业务，积极寻求改革突破传统模式。这时管理咨询公司应运而生。
但是随着信息时代的到来，企业管理者对咨询公司的工具、做法以及思路有了一定的了解，相当一部分企业在咨询公司的选择上有了新的想法和要求。因此，咨询公司要想在激烈的市场竞争中存活下去，一定要改变自己的营销策略，尤其是服务营销策略。
本文将通过对英国利物浦企业管理咨询公司目前经营管理中，服务营销存在的问题进行研究分析，在服务营销理论的基础上，应用服务利润链探讨利物浦公司营销策略体系。最后完善基于服务利润链的英国利物浦企业管理咨询公司服务营销策略。
关键词：管理咨询 英国利物浦管理咨询公司 服务利润链 服务营销
Service-marketing Strategy Of Liverpool Management Consulting firm
Based On The Service Profit Chain
Abstract For the past few years, with the deepening of China's reform and international economic integration, The market competition among the same industry is growing. In these enterprises, some enterprises will be unsustainable because their mismanagement cannot adapt to the fierce market competition; Some enterprises are in good operation tendency, but their managers think it is necessary that they can make use of the advantage for further development; The other companies which business scope rapidly expands, actively seek reform to break through the traditional model. Management consulting company arises at the historic moment.
Enterprises as a "person", and consulting firm is a "doctor", people will get sick in the process of survival and the doctor will provide medical care according to individual's physical condition. Its aim is to make the patient's physical and mental healthy; For consulting company, its aim is to maintain the stability of the enterprise management, and prospective development.
Since the advent of the information era, the managers have understood some tools, practices and ideas which related to consultancy. Quite a number of enterprises raise more claims to consulting firm because they have new ideas and requirements on the choice. Therefore, consulting company must change their marketing strategy, especially the service-marketing Strategy. Then they may be survive in the fierce market competition.
This paper aims to analyze currently operating service marketing management problems of Liverpool. Based on the service marketing theory, it will explore the Liverpool Corporation marketing strategy system by applying the service value chain. Finally, it will improve service marketing strategy of Liverpool Management Consulting firm based on the the service profit chain.
Key word：Liverpool Management Consulting Firm Management Consulting Service Profit Chain Service-marketing
目 录
第1章 绪论 1
1.1 研究背景 1
1.2 研究意义 2
第2章 服务利润链理论 3
2.1服务利润链理论概述 3
2.1.1内部服务品质推动员工满意度 3
2.1.2员工满意度推动员工忠诚度 4
2.1.3员工忠诚推动员工工作效率 4
2.1.4 员工工作效率创造顾客所获价值 4
2.1.5 顾客所获价值促进顾客满意 4
2.1.6 顾客满意度推动顾客忠诚度 5
2.1.7 顾客忠诚度促进企业盈利发展 5
2.1.8 启示： 5
2.2 基于服务利润链的服务营销策略 6
2.2.1 实施内部营销，提高内部服务质量 6
2.2.2 提高顾客让渡价值 6
第三章 英国利物浦企业管理咨询公司服务营销现状 8
3.1 营销框架 8
3.2 业务模式 9
3.3 营销方法 10
3.4 评价 11
第四章 基于服务价值链对利物浦公司服务营销策略意见 13
4.1 实施内部营销,提高员工满意度 13
4.1.1建立员工的选择、培训制度 13
4.1.2完善考核与激励机制 14
4.1.3创建学习型组织 17
4.1.4培育内部营销的企业文化 19
4.2 提高顾客让渡价值 19
4.2.1目标市场分析 19
4.2.2产品、服务价值 20
4.2.3提高人员价值 25
4.2.3提高企业形象价值 25
结论 27
致谢 28
参考文献 29
16000字
摘要 近年来，随着我国改革开放的不断深化和国际经济一体化程度的不断加深，同行业之间市场竞争日益加剧。一大部分企业,由于管理方面的问题不能适应瞬息变化的市场，难以持续长久的发展；还有一部分企业现在看起来发展状况不错，但是高层认为，应该利用此刻的优势让企业进一步发展；也有些企业面对越来越膨胀的业务，积极寻求改革突破传统模式。这时管理咨询公司应运而生。
但是随着信息时代的到来，企业管理者对咨询公司的工具、做法以及思路有了一定的了解，相当一部分企业在咨询公司的选择上有了新的想法和要求。因此，咨询公司要想在激烈的市场竞争中存活下去，一定要改变自己的营销策略，尤其是服务营销策略。
本文将通过对英国利物浦企业管理咨询公司目前经营管理中，服务营销存在的问题进行研究分析，在服务营销理论的基础上，应用服务利润链探讨利物浦公司营销策略体系。最后完善基于服务利润链的英国利物浦企业管理咨询公司服务营销策略。
关键词：管理咨询 英国利物浦管理咨询公司 服务利润链 服务营销
Service-marketing Strategy Of Liverpool Management Consulting firm
Based On The Service Profit Chain
Abstract For the past few years, with the deepening of China's reform and international economic integration, The market competition among the same industry is growing. In these enterprises, some enterprises will be unsustainable because their mismanagement cannot adapt to the fierce market competition; Some enterprises are in good operation tendency, but their managers think it is necessary that they can make use of the advantage for further development; The other companies which business scope rapidly expands, actively seek reform to break through the traditional model. Management consulting company arises at the historic moment.
Enterprises as a "person", and consulting firm is a "doctor", people will get sick in the process of survival and the doctor will provide medical care according to individual's physical condition. Its aim is to make the patient's physical and mental healthy; For consulting company, its aim is to maintain the stability of the enterprise management, and prospective development.
Since the advent of the information era, the managers have understood some tools, practices and ideas which related to consultancy. Quite a number of enterprises raise more claims to consulting firm because they have new ideas and requirements on the choice. Therefore, consulting company must change their marketing strategy, especially the service-marketing Strategy. Then they may be survive in the fierce market competition.
This paper aims to analyze currently operating service marketing management problems of Liverpool. Based on the service marketing theory, it will explore the Liverpool Corporation marketing strategy system by applying the service value chain. Finally, it will improve service marketing strategy of Liverpool Management Consulting firm based on the the service profit chain.
Key word：Liverpool Management Consulting Firm Management Consulting Service Profit Chain Service-marketing
目 录
第1章 绪论 1
1.1 研究背景 1
1.2 研究意义 2
第2章 服务利润链理论 3
2.1服务利润链理论概述 3
2.1.1内部服务品质推动员工满意度 3
2.1.2员工满意度推动员工忠诚度 4
2.1.3员工忠诚推动员工工作效率 4
2.1.4 员工工作效率创造顾客所获价值 4
2.1.5 顾客所获价值促进顾客满意 4
2.1.6 顾客满意度推动顾客忠诚度 5
2.1.7 顾客忠诚度促进企业盈利发展 5
2.1.8 启示： 5
2.2 基于服务利润链的服务营销策略 6
2.2.1 实施内部营销，提高内部服务质量 6
2.2.2 提高顾客让渡价值 6
第三章 英国利物浦企业管理咨询公司服务营销现状 8
3.1 营销框架 8
3.2 业务模式 9
3.3 营销方法 10
3.4 评价 11
第四章 基于服务价值链对利物浦公司服务营销策略意见 13
4.1 实施内部营销,提高员工满意度 13
4.1.1建立员工的选择、培训制度 13
4.1.2完善考核与激励机制 14
4.1.3创建学习型组织 17
4.1.4培育内部营销的企业文化 19
4.2 提高顾客让渡价值 19
4.2.1目标市场分析 19
4.2.2产品、服务价值 20
4.2.3提高人员价值 25
4.2.3提高企业形象价值 25
结论 27
致谢 28
参考文献 29
