咨询,单从字面意思来理解,即所谓征求意见,给咨询对象以帮助、启发、指导的过程。应该是理论大于实践,对实践起参考作用。咨询应该从实践中来,从实践中升华,从而再指导实践。单纯依靠空洞理论来指导营销实践,只能是盲人模象,纸上谈兵。然而,市场中就是有这么一小撮人,他们也许是出身于某报社,又混迹于营销江湖;也许是出身于政府某部门,又投身于市场大潮;也许是出身于某高校,“走穴”赚外快;更多的是产品销售出身,忍受不了市场的凄风苦雨,业绩又难以提升,“自创门户”成立咨询公司,并美其名曰“自我创业”。而这些“大师”们的本事有时还真是了得,他们有的可以将市场折腾得腥风血雨,将一个成长型的行业“创意”至夭折,最后让民众多掏腰包不说,政府也被迫伸出那只“看不见的手”……堪称疯狂!诸如北京某大型医药广告公司(以下简称A公司)的遭遇。 Consultation, a single literal meaning to understand that the so-called solicitation of advice to the consultant to help, inspire, guide the process. Should be greater than the theory of practice, the practice of reference. Consulting should come from practice and sublimation from practice, so as to guide practice. Simply rely on empty theory to guide the marketing practice, only the blind image, on paper. However, the market is such a handful of people who may come from a newspaper company, but also removed from the marketing arena; may be born in a government department, but also devote themselves to the tide of the market; may be from a college, “ ”Earn extra money; more is the origin of product sales, can not stand the sadness of the market, performance is difficult to upgrade, “ self-portal ”the establishment of consulting firm, and the United States its name “ self-employment ”. And these “masters” are sometimes amazingly capable. Some of them can torpedy the market and die of a growing industry “idea.” Finally, they let the people pay more and did not say more. The government also Forced to stick out the “invisible hand” ... ... called crazy! Such as Beijing, a large pharmaceutical advertising company (hereinafter referred to as A company) experience.