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随着中国第三方检测认证机构的快速发展,外资检测认证机构逐步在中国站稳脚
跟,民营检测认证机构蓬勃发展,而国有检测认证机构面临着改制进入市场竞争的局面,
三种不同体质的检测认证机构在市场中必将展开直接的竞争。在这种大背景下,根据自
身的特点,规划出切实可行的市场营销策略显得极为重要
对第三方检测认证机构业务的生命周期特点进行分析,结论是扇贝型生命周期,这
可以对PCT公司的业务走势产生一个预判,制定适当的营销策略是0CT公司的业务从平
缓期到另一个高峰期的必须采用的重要措施
0CT公司作为一家第三方检测认证机构,经历了高速发展期之后,目前陷入增长乏
力的局面,通过营业收入数据分析,对具体业务线的产品生命周期分析,波士顿矩阵分
析,营销环境SWOT分析,外部环境PEST分析及波特五力模型分析,得出0CT公司的基
本判断,虽然遇到发展的瓶颈,但是只要有合适的营销策略,0CT公司可以创造另一个
发展_峰
在中国,三种体制下的检测认证机构的市场营销策略都尤其各自的特点。比如外资
机构的品牌推广,研讨会推广,展会推广,买家推广等模式;国有第三方检测认证机构
的标准推广,政府及公共关系推广,信息源模式,代理推广等模式;民营第三方检测认
证机构的互联网推广,直销推广,价格策略等模式。这些经验可以成为0CT公司市场营
销策略的重要参考
分析了 0CT公司在营销策略方面有着严重不足,立足于0CT公司本身存在的一些问
题,参考同行业的优秀经验,运用市场营销4P理论及品牌理论可以从以下几个方面进
行市场营销策略优化
第一,在品牌策略里面,为0CT制定了品牌商标,制定划了品牌的长期规划
第二,在产品策略里面,分桁了第三方检测认证机构的三种模式:“超市”模式,
“商场”模式和“专卖店”模式,0CT公司将采用“专卖店”模式,聚焦于建筑产品质
量与安全的技术服务
I [摘要1
第三,在渠道策略方面,加强内部营销,加强直销,代理销售渠道,开发国际买家,
积极参与技术标准制定,积极参与行业组织等
第四,在价格策略里面,针对OCT公司不同的业务线,制定了不同的价格策略
第五,在促销策略里面,为OCT公司制定了展会促销,研讨会促销,互联网促销,
平面媒体促销,价格促销等
通过对OCT公司的市场营销策略研究,将会对OCT公司的长期发展产生重大的意义,
也可以对同行业机构的市场营销策略提供参考和借鉴
关键词:第三方检测认证;营销策略;OCT公司II [Abstract]
Study on marketing strategy of OCT company&39;s third party testing and
certification business
ABSTRACT
With the rapid development of China&39;s economy, the third party inspection and certification
institutions are facing unprecedented opportunities as well as the fierce competition in the market.
The third party inspection and certification organization,, which has been a sector of the industry
for over 100 years, has been defined as a modern service industry, strategic emerging industries,
key products and service industries by the government of China. In China, the quality and safety
accidents makes the demand for the third party inspection and certification institutions more and
more. At the same time, in the field of international trade, the third party inspection and
certification institution plays an increasingly important role in helping enterprises cope with trade
barriers and meet the regulatory requirements of the target market.
With the rapid development of the Chinese third party certification bodies, foreign testing and
certification bodies to gradually gain a firm foothold in China, the private testing and certification
institutions to flourish, and the state testing and certification bodies facing restructuring into the
market competition situation, direct competition in three different physical testing and certification
bodies in the market. In this context, according to their own characteristics, planning practical
marketing strategy is extremely important.
The characteristics of the life cycle of the third party testing and certification agency business
is analyzed, the conclusion is Scallop in Shell life cycle, which can be of OCT company&39;s business
trend to produce an anticipation, study the market marketing strategy is the OCT company&39;s
business from the plateau to another peak.
The OCT company is one of the third party testing and certification organization, has
experienced a period of rapid development, the current situation of weak growth in operating
income, through data analysis, analysis of the specific business line of product life cycle, Boston
matrix analysis, SWOT analysis of marketing environment, analysis of the external environment
of PEST and Potter five forces model, conclusion OCT company, although the bottlenecks
encountered in the development, but as long as a suitable marketing strategy, OCT company can
create another development summit.
In China, the marketing strategies of inspection and certification organizations under the three
systems are in particular their respective characteristics, such as the brand promotion, promotion
seminar, exhibition promotion and buyers promotion mode of the foreign institutions, standard
promotion, the government and public relations promotion, information source mode, agent
ill [Abstract]
promotion mode of the state-owned third party testing and certification organization, Internet
promotion, direct marketing and price strategy mode the private third party testing and
certification organization. These experiences can be an important reference for OCT company^
marketing strategy.
After analysis,we can find the shortage of the marketing action of the OCT company, many
problems based on OCT company itself. With the excellent experience and reference to the same
industry, using the 4P theory of marketing and brand theory, the following aspects of marketing
strategy can be carried out.
l.For the brand strategy, OCT developed brand trademark, formulate long-term planning
brand.
2 For product strategy, analyzed three kinds of mode of third party testing and certification
organization, the supermarket mode, market model1&39; and the Hshopn mode, OCT will use the
shop mode, technical services focus on building product quality and safety.
3.For channel strategy, strengthen internal marketing, strengthen direct sales, agent sales
channels, the development of international buyers, and actively participate in technical standards
formulation, and actively participate in industry organizations
4.For price strategy, for the OCT company＊s different business lines, developed a different
price strategy.
5.For promotion strategy,the company has developed OCT exhibition promotion, seminars
promotions, internet promotions, print media promotions, price promotions.
Through the study of OCT company&39;s marketing strategy, it will have great significance for
the long-term development of OCT company, and can also provide reference for the marketing
strategy of the same industry institutions.
Key words: Third party testing and certification body, Marketing strategy, OCT company
IV 1 丨目录丨
目录
mm
I
ABSTRACT
Ill
V
雜(一)研究背景和意义1研究背景2.研究意义(二)研究内容和方法1研究方法2.研宄内容(三)可能的创新点和不足1.可能的创新点2.论文主要的不足一
、论文研究的理论基础和文献综述(一)第三方检测认证相关概念界定.
1.第三方检测认证机构定义2.第三方检测认证机构服务范围(二)市场营销的代表性理论1.市场营销4P理论2.品牌理论(三)相关分析模型和方法
&39;1产品生命周期理论
:2波士顿矩阵3.波特五力模型
,
;4. PEST分析模型5. SWOT分析法(四)相关文献综述
11 .
二、0CT公司市场营销环境及营销业务现状分析(一)0CT公司经营业务概况1.公司概况2.波士顿矩阵分析3.产品生命周期理论分析(二)0CT公司市场营销环境分析1. PEST外部环境分析2. SWOT行业竞争环境分析3.波特五力模型分析(三)0CT公司市场营销业绩1.营业收入分析2.营业状况原因分析V [目录1
三、OCT公司市场营销策略运用的主要问题及原因分析(一)品牌宣传不到位(二)战略目标规划缺失
21
(三)市场营销策略规划缺失
21
(四)内部营销机制缺乏
22
(五)产品结构不合理
22
四、第三方检测认证机构市场营销策略的经验启示
24
(一)外资第三方检测认证机构的现状与市场营销策略特点分析
24
1.发展现状
24
2.营销策略特点
24
(二)国有第三方检测认证机构的现状与市场营销策略特点分析
27
1 发展现状
27
2.营销策略特点
27
(三)民营第三方检测认证机构的现状与市场营销策略特点分析.....:...29
1.发展现状
29
2.营销策略特点
30&39;
(四)第三方检测认证机构市场营销策略的经验启示
32
1.第三方检测认证服务产品生命周期特点
32
2.根据产品生命周期决定市场营销策略
33
五、0CT公司营销策略建议
35
(—)0CT公司的品牌建设
35
(二)0CT公司的产品建设
36
(三)0CT公司的渠道建设
36
1.加强内部营销
36
2.完善直销
36
3.发展代理销售
37
4.开发国际买家
37
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