管理顧問業服務行銷策略探討─以A公司為例

NCU Institutional Repository > 管理學院 > 高階主管企管（EMBA）碩士班 > 博碩士論文 > Item 987654321/74463

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题名:	管理顧問業服務行銷策略探討─以A公司為例
作者:	蕭昭琳;Hsiao, Chao-Ling
贡献者:	高階主管企管碩士班
关键词:	管理顧問業;行銷金三角;服務行銷;Management consultancy;golden triangle marketing;service marketing
日期:	2017-07-06
上传时间:	2017-10-27 13:55:27 (UTC+8)
出版者:	國立中央大學
摘要:	面對知識經濟與科技發展，以及大環境的快速變遷，企業必須要有更佳的效率和能力來應變，以提升在市場上的競爭力，因此顧問服務的需求日益增加。管理顧問業針對企業提出經營管理的解決方案，必須先具備專業素養和實務經驗，是知識密集且專業導向的服務業，然而企業面對激烈的產業更迭與創新，無形中增加了管理顧問業的多元化與挑戰性，所以較難找到能夠完全套用的理論架構，而引發本研究的動機。　　有鑑於此，本研究以台灣管理顧問業的標竿A公司為例，深入探討管理顧問業現況，運用服務金三角的模式和策略，探討A公司的內部行銷、外部行銷、互動行銷等策略架構，並以質性方法作為分析，歸納出服務行銷的關鍵成功因素，從中找出可整合或創新的方向，作為A公司及管理顧問業未來的經營參考。;We are in a fast changing world of science, technology and knowledge intensity. Today’s technology can suddenly be out of date tomorrow. To keep pace, companies must build strong and efficient teams. With capabilities to compete in new and competitive markets which has led to greater demand for consulting services. Management consultants are necessary to provide appropriate solutions to companies. Such consulting firms must have high quality professionals, with the practical experience to address a wide variety of issues and help company facing strong competition, and the challenges of a fast changing world. It’s difficult to find a Theoretical framework that fits a wide variety of industries and companies. This study seeks to address this challenge. This study involves a well-known management consulting firm in Taiwan. It explores current state of the management consulting industry, and uses the model and strategy of Golden Triangle to explore strategic structure. It analyzes the consulting firm’s internal marketing, external marketing, and interactive marketing. And applies qualitative methods to analyze key success factors of service marketing. Direction of integration and innovation is identified. With the goal of proposing new directions to enhance the future of the consulting firm.
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