毕博管理咨询工具Marketing Consulting Services-Chinese.pptVIP

咨询服务营销策略Marketing Consulting Services 概览Overview… 制定战略性的营销计划Develop A Strategic Marketing Plan 确定目标客户Identify Target Clients 制定客户选择标准Develop Client Selection Criteria 行业市场 Niches 树立企业形象Building Your Profile 概览Overview… 推荐的力量The Power of Referrals 主人——受益人Host Beneficiaries 方案书Proposals 签订咨询协议Engaging Clients 营销概览Marketing Overview... 营销是任何成功咨询服务必不可少的组成部分Marketing is an essential component to any successful consulting practice 为保持盈利，咨询公司必须寻求新客户，并将其转变为长期客户To remain profitable, consultants need to obtain new clients and convert them to ongoing clients 由此，咨询公司需要能销售他们的服务，而不能依赖于经常性收入To do this, consultants need be able to sell their services, they cannot rely on recurring fees 营销概览Marketing Overview... 成功的营销，与以下因素息息相关：To market your practice successfully, the following factors need to be adhered to: 确定目标市场 Define your target market 确定客户（你希望的客户类型）Identify clients (the type you want to have) 发现他们的需求Discover their needs 向他们出售服务Sell the service to them 继续提供优质服务Continue to deliver excellence in service 战略性营销计划Strategic Marketing Plan… 制定适合自身的战略性营销计划来指导营销行动是非常重要的It is important to develop your own strategic marketing plan to guide your marketing efforts 营销计划能对你如何在市场上提高服务形象，制定切实的目标有所帮助The marketing plan will assist your practice to set realistic goals on how to increase the practice’s profile within the marketplace 这将最终增加业务销售和盈利Ultimately this will increase sales and profitability of the practice 战略性营销计划Strategic Marketing Plan… 营销计划应包括以下方面：The marketing plan should cover the following areas: 产品和服务Products and services 市场分析和预测Market analysis and evaluation SWOT分析SWOT analysis 市场评估Market evaluation 目标市场 Target markets 战略性营销计划Strategic Marketing Plan… 未来方向－战略发展Future direction – strategy development 战略性营销战略Strategic marketing strategy 业绩测评Performance measurement 财务预测Financial projections 财务预测应该切实可行，建立企业经营业绩改善计划和获取收益需要一定的时间Financial projections need to be realistic, it will take time to build your Business Performance Improvement Profile a