本文選題：品牌 + 咨詢服務�。� 參考：《電子科技大學》2016年碩士論文

【摘要】：當今時代市場競爭激烈,越來越多的企業(yè)關注品牌,品牌咨詢的需求越來越大,不單集中于大企業(yè),需求市場正在轉向中小企業(yè)；而隨著互聯(lián)網(wǎng)、電子商務以及新媒體的大力發(fā)展,企業(yè)對于自身品牌的展現(xiàn)也不再局限在傳統(tǒng)線下渠道,有了拓展到線上虛擬空間的需求,品牌咨詢服務的市場前景一片廣闊。對于企業(yè)來說,品牌樹立后,輔以相應的戰(zhàn)略,會大幅凸顯企業(yè)的競爭優(yōu)勢,并在一段時間內(nèi)保持市場優(yōu)勢地位,這同樣激發(fā)了品牌咨詢服務的市場需求。ZHB公司,自1996年成立近20年來一直專注于品牌全生命周期的咨詢服務,多年來一直維持高增長發(fā)展,隨著市場需求主體逐漸向中小企業(yè)轉移,近年來的增速也在放緩；隨著大型企業(yè)客戶的需求日趨飽和,ZHB公司的業(yè)務漸顯萎縮趨勢。顯然當前戰(zhàn)略已不能適應市場需要,需要重新對公司的戰(zhàn)略進行研究調(diào)整。而云計算、大數(shù)據(jù)分析等信息技術正逐漸被更多的企業(yè)接受和使用,這在一段時間內(nèi)會持續(xù)影響以智力成果輸出為主的品牌咨詢服務行業(yè)。本文通過對國內(nèi)外品牌咨詢服務的現(xiàn)狀及趨勢進行分析研究,并結合ZHB公司的業(yè)務現(xiàn)狀進行闡述分析,通過歸納總結出ZHB公司面臨的戰(zhàn)略發(fā)展問題,結合戰(zhàn)略及發(fā)展戰(zhàn)略理論的相關知識,提出ZHB公司的發(fā)展戰(zhàn)略方案。本文將以此為目的展開研究,以期能為ZHB公司確定發(fā)展戰(zhàn)略有所幫助。
[Abstract]:Nowadays the market competition is fierce, more and more enterprises pay attention to the brand, the demand for brand consulting is growing, not only for the big enterprises, but also for the small and medium-sized enterprises. With the development of electronic commerce and new media, the brand display of enterprises is no longer limited to the traditional offline channels, and has the demand to expand to the online virtual space, the market prospect of brand consulting service is broad. For enterprises, the establishment of the brand, accompanied by corresponding strategies, will significantly highlight the competitive advantage of the enterprise and maintain a dominant position in the market for a period of time. This has also stimulated the market demand for brand consulting services. ZHB, Since the establishment of nearly 20 years since the establishment of the brand has been focused on the entire life cycle of consulting services, for many years has maintained a high growth, with the market demand gradually transferred to small and medium-sized enterprises, the growth rate in recent years is also slowing down; As the customer demand of large-scale enterprises becomes more and more saturated, the business of ZHB Company is gradually shrinking. Obviously, the current strategy can not meet the needs of the market, need to re-research the company's strategy adjustment. Cloud computing, big data analysis and other information technologies are gradually being accepted and used by more enterprises, which will continue to affect the intellectual output of the brand consulting services industry for a period of time. In this paper, the current situation and trend of brand consulting service at home and abroad are analyzed, and combined with the business situation of ZHB Company, the strategic development problems faced by ZHB Company are summarized. Combining the relevant knowledge of strategy and development strategy theory, the development strategy plan of ZHB company is put forward. The purpose of this study is to help ZHB to determine its development strategy.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F272;C932

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本文編號：2055547