With the rapid development of social economy and the increasingly fierce market competition, enterprises are facing more and more complex and uncertain problems, and need to use external expertise and resources to improve innovation efficiency and effectiveness. As the external brain service provider of enterprises, consulting companies also need to constantly innovate and change to adapt to the needs and expectations of customers and enhance their core competitiveness. This paper analyzes the innovation and change of consulting companies' external brain services from the following three aspects: the first is the open innovation model, that is, by using external innovation subjects and platforms, expanding innovation resources and channels, and improving the quality and speed of innovation; the second is the digital innovation model, that is, by using digital technologies and tools, optimizing innovation processes and methods, and improving innovation efficiency and effects; the third is the customized innovation model, that is, through in-depth understanding of customer needs and characteristics, to provide personalized and differentiated innovative solutions to improve innovation satisfaction and loyalty. This paper also combines the market research, investment and financing consulting, and,IPOSpecific cases in the field of listing consulting and other fields show the practical results and value of the innovation and change of consulting companies' external brain services.

1. Introduction

Consulting (Consultation) is a comprehensive research and development through the knowledge and experience stored in some people's minds and through the comprehensive processing of various information materials. Consultation produces the comprehensive benefits of intellectual labor and plays the role of consultant, staff officer and external brain for decision makers. The word counseling is LatinConsultatio, which means to discuss and negotiate. in ancient china“Counselor”and“Yellow”It was originally two words, consultation is consultation, inquiry is inquiry, and then gradually formed a compound word, which has the meaning of inquiry, planning, consultation, consultation, etc. As a social activity with staff and service, it has developed in the military, political and economic fields, and has become an important means of auxiliary decision-making in social, economic and political activities, and has gradually formed an applied soft science.

According to the consulting firm based on2018YearALMData analysis, North America (the United States and Canada) is the largest region for consulting firms, accounting2770billion dollar industry.55%Next up is Europe. Among them, the US market is the largest and most mature market in the global management consulting industry. In terms of segments, it mainly includes operational consulting, financial consulting, strategic consulting, and,HRConsulting andITConsulting and other five market segments, the largest of which is operations consulting, accounting for nearly30% of the market size, followed by financial consulting. And the industry's most prestigious segment of strategic consulting accounted for less than the market size of the market.15%, in terms of size, can only be comparedHRThe consulting field is comparable. Technical consulting (also knownITconsulting) in the overall market20% share.

With the rapid development of social economy and the increasingly fierce market competition, enterprises are facing more and more complex and uncertain problems, and need to use external expertise and resources to improve innovation efficiency and effectiveness. As the external brain service provider of enterprises, consulting companies also need to constantly innovate and change to adapt to the needs and expectations of customers and enhance their core competitiveness. This paper analyzes the innovation and change of consulting companies' external brain services from the following three aspects: the first is the open innovation model, that is, by using external innovation subjects and platforms, expanding innovation resources and channels, and improving the quality and speed of innovation; the second is the digital innovation model, that is, by using digital technologies and tools, optimizing innovation processes and methods, and improving innovation efficiency and effects; the third is the customized innovation model, that is, through in-depth understanding of customer needs and characteristics, to provide personalized and differentiated innovative solutions to improve innovation satisfaction and loyalty. This paper also combines the market research, investment and financing consulting, and,IPOSpecific cases in the field of listing consulting and other fields show the practical results and value of the innovation and change of consulting companies' external brain services.

2. open innovation model

Open innovation (Open Innovation) refers to an innovation model in which an enterprise seeks and utilizes external knowledge, technology or resources beyond its own capacity to carry out innovation activities, and exports or shares knowledge, technology or resources that it has not fully utilized or has excess to the outside in order to achieve a win-win or multi-win situation. Open Innovation Theory by Professor Henry, University of California, Berkeley·Chesbrough (Henry Chesbrough) in2003presented for the first time in the year. He believes that in today's era of knowledge economy, it is impossible for enterprises to have all the relevant knowledge resources, nor can they rely on their own R & D capabilities to complete all innovative activities. Therefore, enterprises need to break the traditional closed innovation model, establish open organizational boundaries, interact and cooperate effectively with the external environment, and realize the optimal allocation and integration of internal and external knowledge resources.

The open innovation model is important for consulting firms. On the one hand, due to the increasingly complex, diversified and personalized customer issues, it is difficult for the consulting company's own team to meet customer needs; on the other hand, due to the imperfect intellectual property protection mechanism, low industry entry barriers, and increasingly fierce market competition, Consulting companies are facing the risk of loss of knowledge resources and imitation. Therefore, consulting companies need to adopt an open innovation model, expand innovation resources and channels, and improve the quality and speed of innovation by using external innovation subjects and platforms.

Consultants can implement the open innovation model in several ways:

（1) Cooperate with other consulting firms or professional bodies. Consulting companies can establish strategic partnerships with other consulting companies or professional institutions, share knowledge, technology or resources, form complementary advantages, and provide more comprehensive and professional consulting services. For example, McKinsey (McKinsey) andIBMcooperation, usingIBMBig data and artificial intelligence technology to provide customers with data-driven decision support; Deloitte (Deloite) with Google (Google), using Google's cloud computing and digital platform to provide customers with digital transformation consulting services.

（2) with universities or research institutions. Consulting companies can establish partnerships with universities or research institutions to use their cutting-edge knowledge and technology in certain fields to provide customers with deeper and more innovative consulting services. For example, the Boston Consulting Group (BCG) with the Massachusetts Institute of Technology (MIT) cooperation, usingMITThe innovation methodology and laboratory resources provide clients with consulting services on innovation management and organizational change; Accenture (Accenture) with Stanford University (Stanford), using Stanford's design thinking and artificial intelligence technology to provide customers with user experience and intelligent consulting services.

（3) Cooperate with customers or the public. Consulting companies can establish cooperative relations with customers or the public, and use their practical experience and demand feedback in certain fields to provide customers with closer and more effective consulting services. For example, Accenture (Accenture) with the United Nations High Commissioner for Refugees (UNHCR) cooperation, usingUNHCRPractical experience and demand feedback in the field of refugee assistance, providing consulting services on digital strategies and solutions; Deloitte (Deloite) Cooperate with the public to collect public opinions and suggestions on certain issues through online questionnaires, social media, etc., and incorporate them into consulting services.

Champu Consulting also actively adopts the open innovation model and cooperates with external innovation entities and platforms in many fields. For example, in the field of market research, Shangpu Consulting cooperates with the Institute of Economics of the Chinese Academy of Social Sciences to provide customers with in-depth reports on China's market environment and development trends by using its expertise in macroeconomic analysis and data resources. In the field of investment and financing consulting, Shangpu Consulting cooperates with Internet giants such as Tencent and Alibaba to make use of its advanced technology and platform resources in financial science and technology, to provide customers with intelligent investment and financing matching and risk management services; inIPOIn the field of listing consulting, Champu Consulting and the Singapore Exchange (SGX), using its rules and experience in the Singapore market to provide clients with advisory services on Singapore listings. Through these cooperation, Shangpu Consulting Company not only provides customers with higher quality and speed of consulting services, but also accumulates more knowledge resources and channel resources for itself, and enhances its own innovation ability and competitiveness.

3. digital innovation model

Digital innovation (Digital Innovation) refers to an innovative model that optimizes innovation processes and methods through the use of digital technologies and tools to improve innovation efficiency and effectiveness. Digital Innovation Theory by Professor Robert, University of California, Davis·Jacobson (Robert Jacobson) in2008Year first proposed. He believes that in today's digital economy era, digital technology and tools have become the core driving force and support force of innovation activities, which can provide more possibilities and opportunities for innovation activities. Therefore, enterprises need to break the traditional linear innovation model, establish a digital iterative innovation model, optimize innovation processes and methods by using digital technologies and tools, and improve innovation efficiency and effectiveness.

The digital innovation model is important for consulting firms. On the one hand, due to the increasing complexity, diversification and personalization of customer problems, it is difficult to meet customer needs by human resources alone; on the other hand, due to the increasing popularity and development of digital technologies and tools, more support and assistance are provided for consulting services. Therefore, consulting companies need to adopt a digital innovation model, optimize innovation processes and methods through the use of digital technologies and tools, and improve innovation efficiency and effectiveness.

Consultants can implement digital innovation models in several ways:

（1) Use big data analysis technology. Consulting companies can use big data analysis technology to collect, organize, analyze and mine massive data related to customer problems, and provide customers with more accurate, deeper and more valuable consulting services. For example, McKinsey (McKinsey) Use big data analysis technology to provide customers with data-based decision support; Boston Consulting (BCG) Use big data analysis technology to provide customers with data-based business optimization and value creation.

（2) Use artificial intelligence technology. Consulting companies can use artificial intelligence technology to simulate, expand, and enhance human intelligence to provide customers with smarter, more efficient, and more creative consulting services. For example, Accenture (Accenture) Using artificial intelligence technology to provide customers with intelligent automation and intelligent insights based on artificial intelligence; Deloitte (Deloite) Use artificial intelligence technology to provide customers with artificial intelligence-based intelligent prediction and intelligent recommend.

（3) Use cloud computing technology. Consulting companies can use cloud computing technology to use cloud computing resources and services to provide customers with more convenient, safer and more flexible consulting services. For example, Accenture (Accenture) Using cloud computing technology to provide customers with cloud-based application development and management services; Deloitte (Deloite) Using cloud computing technology to provide customers with cloud-based data storage and analysis services.

Champu Consulting is also actively adopting the digital innovation model, using digital technologies and tools for innovative activities in many fields. For example, in the field of market research, Shangpu Consulting uses big data analysis technology to provide customers with market analysis and forecasting services based on big data; in the field of investment and financing consulting, Shangpu Consulting uses artificial intelligence technology to provide customers with investment and financing matching and risk management services based on artificial intelligence; inIPOIn the field of listing consulting, Shangpu Consulting uses cloud computing technology to provide customers with cloud-basedIPOListing process and regulatory services. Through these innovative activities, Shangpu Consulting not only provides customers with more convenient, safer and more flexible consulting services, but also saves more time, cost and risk for itself, and improves its own innovation efficiency and effect.

4. customized innovation model

Customized innovation (Customized Innovation) refers to an innovative model that provides personalized and differentiated innovative solutions through in-depth understanding of customer needs and characteristics, and improves innovation satisfaction and loyalty. Customized Innovation Theory by Harvard University Professor Clayton·Christensen (Clayton Christensen) in1997presented for the first time in the year. He believes that in today's consumer-led market environment, customers' needs and preferences are increasingly diversified and segmented. Enterprises need to break the traditional standardized innovation model, establish a customized differentiated innovation model, and provide personalized and differentiated innovation solutions through in-depth understanding of customer needs and characteristics, so as to improve innovation satisfaction and loyalty.

Customized innovation models are important for consulting firms. On the one hand, due to the increasing complexity, diversification and personalization of customer problems, it is difficult to meet customer needs by common consulting methods and models alone; on the other hand, due to the increasing and strict expectations and evaluation of consulting services by customers, higher requirements and standards are put forward for consulting services. Therefore, consulting companies need to adopt a customized innovation model, through in-depth understanding of customer needs and characteristics, to provide personalized and differentiated innovative solutions, improve innovation satisfaction and loyalty.

Consultants can implement customized innovation models in several ways:

（1) Conduct in-depth customer research. Consulting companies can conduct in-depth customer research in a variety of ways, such as interviews, questionnaires, observations, experiments, etc., in order to obtain information on the nature, background, influencing factors, objectives, expectations, etc. of customer problems, and to provide customers with consulting services that are more in line with their actual situation and needs. For example, McKinsey (McKinsey) Conduct in-depth customer research to provide customers with strategic planning and execution services based on their industry, market, competition, organization, etc.; Boston Consulting Group (BCG) Conduct in-depth customer research to provide customers with business optimization and value creation services based on their value propositions, core competencies, stakeholders and other characteristics.

（2) conduct systematic customer analysis. Consulting companies can conduct systematic customer analysis in a variety of ways, such as data analysis, logical analysis, case analysis, etc., to discover the causes, effects, solutions and other information of customer problems, and provide customers with more scientific, reasonable and effective consulting services. For example, Accenture (Accenture) conducts systematic customer analysis to provide customers with data-driven decision support and intelligent insight services; Deloitte (Deloite) To conduct systematic customer analysis and provide customers with problem diagnosis and solution design services based on logical reasoning.

（3) for ongoing customer communication. Consulting companies can conduct continuous customer communication through a variety of methods, such as meetings, reports, feedback, etc., to obtain customer evaluations and suggestions on the consulting service process and results, and to provide customers with more timely, transparent, and satisfactory consulting services. For example, Accenture (Accenture) conduct continuous customer communication, provide customers with cloud-based application development and management services, update and display the progress and effectiveness of consulting services in real time; Deloitte (Deloite) Conduct continuous customer communication, provide customers with interaction-based data storage and analysis services, and regularly collect and feedback opinions and suggestions from consulting services.

Shangpu Consulting also actively adopts a customized innovation model, conducting in-depth customer research, systematic customer analysis and continuous customer communication in multiple fields. For example, in the field of market research, Shangpu Consulting Company conducts in-depth customer research and provides customers with market analysis and forecasting services based on the characteristics of its target market, target customers and target products. In the field of investment and financing consulting, Shangpu Consulting Company conducts systematic customer analysis to provide customers with investment and financing matching and risk management services based on their investment strategies, risk preferences, income expectations and other characteristics. InIPOIn the field of listing consulting, Shangpu Consulting conducts continuous customer communication and provides customers with information based on their listing objectives, listing conditions, listing effects and other characteristics.IPOListing process and regulatory services. Through these innovative activities, Shangpu Consulting not only provides customers with closer, more effective and more satisfactory consulting services, but also establishes a more stable, trusting and loyal customer relationship for itself, and improves its innovation satisfaction and loyalty.

5. Conclusion

As the external brain service provider of enterprises, consulting companies are facing the continuous changes and challenges of customer needs and market environment, and need to constantly innovate and change to adapt to customer needs and expectations and enhance their core competitiveness. This paper analyzes the innovation and change of consulting company's external brain service from the three aspects of open innovation model, digital innovation model and customized innovation model, and combines the market research, investment and financing consulting of Shangpu Consulting Company,IPOSpecific cases in the field of listing consulting and other fields show the practical results and value of the innovation and change of consulting companies' external brain services. This paper argues that the innovation and change of consulting firms' external brain services needs to follow the following principles:

（1) customer-centric. The purpose of innovation and change of consulting company's external brain service is to better meet the needs and expectations of customers and improve customer satisfaction and loyalty. Therefore, consulting companies need to be customer-centric, deeply understand the problems and characteristics of customers, and provide personalized and differentiated innovative solutions.

（2) are value-oriented. The standard of innovation and change of consulting company's external brain service is whether it can create more value for customers and improve their competitiveness and growth. Therefore, consulting firms need to be value-oriented, scientifically assess the costs and benefits of innovation activities, and provide efficient and effective innovation services.

（3) based on cooperation. The condition of innovation and change of consulting company's external brain service is whether it can use external knowledge, technology or resources to expand innovation resources and channels, and improve the quality and speed of innovation. Therefore, consulting companies need to interact and cooperate effectively with external innovation subjects and platforms such as other consulting companies or professional institutions, universities or research institutions, customers or the public on the basis of cooperation.

（4) supported by technology. The driving force of innovation and change in consulting companies' external brain services is the ability to use digital technologies and tools to optimize innovation processes and methods and improve innovation efficiency and effectiveness. Therefore, consulting companies need to be supported by technology and use digital technologies and tools such as big data analysis technology, artificial intelligence technology and cloud computing technology to carry out digital innovation activities.