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论文编号：	5862
作者编号：	2120112884
上传时间：	2013/12/5 16:47:25
中文题目：	基于顾客关系的TL公司成长战略与实施研究
英文题目：	Based on Customer Relations TL company''s growth strategy and implementation research
指导老师：	王迎军
中文关键字：	咨询公司，顾客关系，成长战略
英文关键字：	Consulting firm，Customer relationship，Growth strategy
中文摘要：	工程咨询行业是以提供智力服务为特征的新兴产业，是社会知识服务体系的重要组成部分，在当下社会以知识经济为主导的经济建设中发挥着重要的作用。现代工程咨询业已成为高度职业化的行业，运用多学科知识及经验、现代的科学管理方法，本着独立、科学、公正的原则，为政府和企业提供投资决策与智力咨询服务，以提高全社会的经济效益。 随着我国经济近年来的飞速发展，我国工程咨询行业的业务量也与日俱增，各类中小工程咨询公司也如雨后春笋般竞相出现。本人目前供职于天津市一家工程咨询公司——TL工程咨询公司，主要工作是为客户提供项目投资前期阶段的咨询服务，包括投资机会研究、项目建议书和可行性研究报告的编制或评估、项目申请报告及资金申请报告的编制等。公司成立于1993年，隶属于天津市发展和改革委员会，现有员工100人，是一家国有控股企业。本人在TL工程咨询公司已经供职5年，对于近年来的天津市工程咨询业市场变化有着较为深刻的体会。随着竞争对手的增多，公司现阶段的以业务规模为成长驱动力的增长模式受到了严峻挑战，由于业务来源较少，与其他咨询公司相比较产品同质化现象较为突出，企业被迫陷入了不断进行价格竞争的处境中，快速发展受到了阻碍。 本人通过近两年的MBA相关知识学习，认为需要通过制定新的发展战略来扭转企业目前面临的困境，改变原有的以业务为驱动力的成长模式，打破行业惯例，适应当今市场的发展趋势。基于以上原因，对于TL工程咨询公司决定制定基于顾客关系的成长战略，实现公司新的增长。利用顾客关系进行营销的成本较新开发顾客要低，效果却更好，TL工程咨询公司通过提供高质量的服务使顾客感到满意，超出他们的预期，将顾客口碑作为公司最好的宣传手段，发现潜在的业务与顾客。顾客的忠诚度提升会为企业带来较大的收益，提供服务的成本也会日益降低，从而实现企业的快速发展。
英文摘要：	Engineering consulting, an emerging industry is characterized by providing intelligence services. It is an important part of the social service system and plays an important role in contemporary economic construction which is lead by the knowledge economy. Modern engineering consulting industry has become highly professional. By virtue of multi-disciplinary knowledge and experience, modern scientific management methods, it provides the government and enterprises with investment decisions and intelligence consulting services, to improve society as a whole economic benefits, based on independent, scientific and impartial manner. With the rapid development of China's economy in recent years, the business volume of China's engineering consulting industry is also growing. All kinds of medium and small engineering consulting companies mushroomed in competition. I am currently serving TL engineering consulting firm in Tianjin. My main work is to provide early stage investment advisory services, including investment opportunities evaluation, the preparation of project proposals, project feasibility studies, and reports in terms of project and funding applications. Founded in 1993, TL is a state-owned holding enterprise, affiliated to the Tianjin Development and Reform Commission, with existing staff of 100. I have worked for five years at TL Engineering Consulting Corporation, and have witnessed the huge changes in the market of engineering consulting industry in recent years. With the increase in competition, companies taking the business scale as the driving force are seriously challenged, due to fewer sources of business. Compared with other consulting firms, homogenization phenomenon in this industry is more prominent, companies are forced into the ongoing price competition. As a result, the rapid development has been hindered. After learning the MBA class over the past two years, I think that new business development strategies are needed to reverse the dilemma that companies currently face. They should change the existing business-driven growth model, breaking industry practice to meet the development trend in current market. Based on the above reasons, the TL engineering consulting firm decides to develop growth strategies based on customer relationship so as to achieve new growth. The marketing costs through using customer relationship are lower than through developing new customers, while the effect is better. TL engineering consulting firm provides high-quality service that excels customers’ expectations, making the customer reputation the best means of propaganda. The improvement of customer loyalty will enhance greater benefit, reduce the cost of services, and promote rapid development of enterprises.
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