差异化视角下管理咨询业品牌构成要素模型

摘要

在系统分析品牌构成要素和差异化策略的基础上,从差异化视角构建了管理咨询业品牌构成要素模型,并根据网站调研和问卷调查的结果对模型进行修正与验证.基于修正模型的应用,提出了管理咨询业的品牌差异化战略及实施建议.%On the basis of systematic analysis on brand inscape and differentiation tactics,this paper builds a brand inscape model for management consulting industry from the perspective of differentiation.Then it modifies and tests this model according to the results based on website investigation and questionnaire survey.Based on the application of the modified model,it proposes brand differentiation strategy for management consulting industry and gives suggestions on how to implement the strategy.