无锡浙大咨询有限公司是一家以从事管理培训为主的培训类咨询公司，经过了近
8 年的经营，虽已度过初创期，却持续多年无法扩大发展。面对竞争日趋激烈的企业
管理培训市场，公司的发展模式、队伍建设和市场定位等都面临着严峻挑战。研究无
锡浙大咨询有限公司的发展战略，对于这家企业的生存和发展都具有重要的理论和现
实意义。作者通过访谈、调查等方式参与了该企业发展战略的制定过程。
本文运用实证研究方法，首先对发展战略的相关理论文献进行了归纳和研究；在
此基础上，结合我国管理培训咨询行业的外部环境分析，找出行业存在的问题及机会；
然后，运用 SW0T 分析法，对无锡浙大咨询有限公司内部竞争优势和劣势、外部机会
和威胁进行了深入的研究分析，挖掘企业自身的相对优势；同时还运用了定位理论，
根据目标客户的认知研究，提出了无锡浙大咨询有限公司的发展战略定位。并以此为
依据制定了一系列的公司发展战略，包括公司愿景、使命、价值观、战略方向等，还
制定了具体的战略执行计划来确保公司发展战略的有效实施。
关键词: 咨询公司;管理培训;发展战略
Abstract
In China, management training is considered as one of the most important ways to
improve management capacity rapidly. Meanwhile, it also acts as the catalyst for reform
and development within an organization. Along with this trend of the times, Chinese
management training industry has developed rapidly for nearly thirty years. In an
increasingly complex competitive environment, in order to gain sustainable
competitiveness in the market and maintain its own healthy and sustainable development,
an enterprise must develop scientific development strategies to guide its future direction.
Wuxi Zhe Da Consulting Co., Ltd is a training company mainly engaged in
management training. The company has been in business for almost eight years and
successfully survived the start-up phase, but it has failed to develop and expand its
business for years. As the competition in the field of management training intensifies, the
development pattern of the company, as well as its team building and market positioning,
faces severe challenges. Therefore, a study on the development strategy of Wuxi Zhe Da
Consulting Co., Ltd is of great theoretic and practical significance to the survival and
development of a company.
Empirical research method is adopted in this paper. First, the author reviews literature
and conducts a systematic research on development strategy. On that basis, the author tries
to chase down the problems and opportunities in this industry. After that, by adopting
SWOT analysis method, the author attempts a thorough analysis on the company’s internal
competitive advantages and disadvantages as well as its external opportunities and threats,
and explores its relative advantages. Meanwhile, by applying positioning theory, the author
proposes the strategic orientation of Wuxi Zhe Da Consulting Co., Ltd in accordance with
the cognitive study on target customers. On that basis, the author develops a series of
development strategies for the company, including its vision, mission, value system as well
as strategic implementation plan to ensure the effective implementation of these
development strategies.
Keywords: Consulting company; Management training; Development strategy
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