3年前,一个叫做何阳的人说道:“我不能代表中国咨询策划业,很多人把我的兴衰变成了中国咨询策划业的兴衰,这不准确”。3年后,此君入狱,媒体一片喧哗。诚然,何阳一个人并不能代表中国咨询策划业,但是,也惟有此人的兴衰,让我们有了审视这个被冠之以种种光环的行业的勇气。 作为咨询业的一个分支,中国策划业到底源于何时、何人,眼下已无法考证。可以肯定的是,曾经光芒万丈的策划人是中国向市场经济转型过程中冒出来的独特现象。尽管他们的公司往往都冠以“咨询”二字,但是详加比较,人们很难将他们与西方的现代咨询公司们并列为同行: 策划人往往是单打独斗.所谓的公司往往也只有两三个人甚至家族企业;而现代咨询公司往往是靠团队合作,都已发展成为大型的现代企业,有着非常科学的制度安排。 策划人往往是从传统行业半路出家,虽不乏民间智慧,却很少有人接受过良好的专业训练;现代咨询公司的顾问们主要以较高的政经等成就为背景和具有丰富管理实践经验的人为主体,他们大多精通新兴的IT技术及其应用。 策划人倾向于给企业开出“包治百病”的药方,但在具体操作中,他们往往只是盯住企业形象,广告宣传、市场销售策略的某一细节,在“战术”上大发奇思怪想,到头来往往是一招鲜,那些迷信策划的企业大多已被市场无情地? Three years ago, a man named He Yang said: “I can not represent China on the planning and consulting industry. Many people turn my rise and fall into the rise and fall of China’s consulting and planning industry, which is inaccurate.” Three years later, the Jun prison, the media a noisy. It is true that He Yang alone does not represent China’s consulting and planning industry. However, the rise and fall of this person alone has given us the courage to examine this industry that is crowned with various aura. As a branch of the consulting industry, China’s planning industry in the end comes from when, who, for the moment has been unable to verify. What is certain is that once the glittering planners were the unique phenomenon that emerged from China’s transition to a market economy. Although their companies are often labeled “consultative,” it is difficult to compare them with the modern Western consulting firms in the world: planners tend to go it alone, and so-called companies tend to have only two Three or even family-owned enterprises; and modern consulting companies often rely on teamwork, have developed into large-scale modern enterprise, has a very scientific institutional arrangements. Planners are often halfway home from the traditional industries, although there is no shortage of folk wisdom, but few people have received good professional training; consultants of modern consulting companies mainly in the political and economic achievements as the background and rich management experience of people The main body, most of them are proficient in emerging IT technologies and their applications. Planners tend to give businesses a “cure all” prescription, but in the specific operation, they are often just peering into the corporate image, advertising, marketing strategy, a certain detail, in the “tactical” on the big surprise Think strange, often a trick in the end, most of those superstitious planning companies have been merciless market?