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智业公司的发展脉络是内外因共同作用的结果,即行业自身特点和客户需求变化,而判断智业公司未来发展方向同样离不开这两个因素。通过对内外因的分析不难判断,将来,“聚焦”将是营销策划行业得以生存和发展的最佳方式。内因:行业特点导致专业的“全案营销”难以实现。作为智力服务类机构,智业公司的行业特点即智力型人才的特点。由于专业营销人才对天分、理论、实战经验等诸多方面均有较严格要求,因此培养过程缓慢,并且淘汰率较高。当成功培养出专业营销人才以后就会出现留人的问题,处于种种考虑,大部分智业公司在留人机制上并不完善,加上智力型人才本身具有的“离心力”特点,使得营销人才往往更愿意“另立山头”。这导致,智业公司中能够稳定下来的专业营销人才只有极少数,甚至只有智业公司老板。
The development of Zhiye Company is the result of the combined effect of internal and external factors, that is, the characteristics of the industry and the changes in customer needs. Judging the future direction of Zhiye Company is also inseparable from these two factors. Through the analysis of internal and external causes is not difficult to judge, in the future, “focus ” will be the marketing planning industry to survive and develop the best way. Internal factors: industry characteristics lead to professional “full case marketing ” difficult to achieve. As an intellectual service organization, the industry characteristic of intellectual companies is the characteristics of intellectual talents. As the professional marketing talent on talent, theory, practical experience and many other aspects of the more stringent requirements, so the cultivation process is slow, and the elimination rate higher. When successfully cultivating a professional marketing personnel will appear to retain the problem, in a variety of considerations, the majority of Chi companies in the retention mechanism is not perfect, coupled with intellectual talent has its own “centrifugal force” feature, making marketing Talents are often more willing to “another hill.” This led to the wisdom of the company to stabilize the professional marketing personnel only a very small number, or even only intellectual company boss.