I 摘要 现如今，中国经济正在不断蓬勃发展，制造领域也随之如火如荼的盛行起来。伴随 着制造业的欣欣向荣景象，中国的检测行业异军突起，近些年来保持较快的增长。陕西 宝荣检测公司在响应国家“放开检测市场，引入社会力量”的号召中应运而生。作为一 个第三方检验检测机构，宝荣的主营业务为质量技术咨询，并能围绕咨询进行一系列服 务及其评价工作。近年来，检测服务行业的发展趋势一直浮浮沉沉。直到当前时期，全 球经济逐步趋于平稳，在此背景下，监管部门加强监管，消费品市场也严格秉持国家出 台的相关法律法规来进行生产，故而检测服务行业在当今呈现出相对稳定的趋势。而各 级政府的监管部门掌握着大量的财政拨款性检测项目，开放的市场环境下同质的第三方 检测机构又如“雨后春笋”般林立。面对这样环境，面对激烈的市场竞争，在有限的市 场容量下，宝荣公司如何利用自身条件，优化营销策略，抢占制高点，扩大市场占有份 额，提升公司的经济效益，这是值得深思的问题。 为此，本篇文章旨在利用市场营销学以及消费心理学等多样化领域的相关知识，针 对宝荣公司检测服务所涉及到的营销策略，进行更深层次的细致研究，从而找到公司在 营销过程中所涵盖的一系列实际问题。详细内容将从六个部分展示，首先，从宏观的角 度阐述基本背景，基本想法，以及基本思考方向；其次，阐述本文分析问题的理论依据； 再次，对宝荣的现状进行剖析，从因推果，发现营销中产生的问题；然后，第四章开始， 针对上述分析中提出的营销问题，依据所学对症下药，在根本上制定科学完善的市场营 销优化方案；其一，应当尽快落实宝荣未来一段时期的目标市场，其二，应当尽快为公 司培养高素质的核心人才；其三，应当持续优化现有的产品以及价格策略等；其四，应 当合理拓宽现有的营销渠道；其五，应当深入挖掘创新业务；其六，应当着重于制定针 对性的大客户 VIP 服务策略。唯有如此，才能切实推进宝荣公司在未来的长期稳定发展。 最后，基于解决问题策略的提出，考虑到营销策略实施的保障问题。 关键词，第三方检测企业；营销；市场营销策略摘要 II Abstract Nowadays, China's economy is developing vigorously, and manufacturing is also in full swing. With the prosperity of manufacturing industry, China's testing industry has sprung up and maintained a relatively rapid growth in recent years. Shaanxi Baorong Testing Company came into being in response to the call of opening up the testing market and introducing social forces. As a third-party inspection and testing organization, Baorong's main business is quality and technical consultation, and can carry out a series of services and evaluation work around consultation. In recent years, the development trend of detection service industry has been ups and downs. Until the current period, the global economy has gradually stabilized. In this context, the regulatory authorities have strengthened supervision, and the consumer goods market has strictly adhered to the relevant laws and regulations issued by the state for production. Therefore, the detection service industry is showing a relatively stable trend today. The regulatory departments of governments at all levels have a large number of financial allocation testing projects, and homogeneous third-party testing institutions are springing up in an open market environment. In the face of such an environment, in the face of fierce market competition and limited market capacity, how Baorong Company utilizes its own conditions, optimizes its marketing strategy, seizes the commanding heights, enlarges its market share and improves its economic efficiency is a question worth pondering. For this reason, this article aims to use the relevant knowledge in the fields of marketing and consumer psychology to conduct a more in-depth and detailed study of the marketing strategies involved in Baorong's testing service, so as to find out a series of practical problems covered by the company in the marketing process. Detailed content will be displayed from six parts: first, from a macro perspective, the basic background, basic ideas, and basic thinking direction; secondly, the theoretical basis of the analysis of this paper; thirdly, the status quo of Baorong is analyzed, and the problems arising in marketing are found from the consequences; then, the fourth chapter begins, aiming at the marketing problems raised in the above analysis, the basis is given. Firstly, we should implement Baorong's target market as soon as possible. Secondly, we should train high-quality core talents for the company as soon as possible. Thirdly, we should continue to optimize the existing products and price strategies. Fourthly, we should rationally expand the existing marketing channels. Fifthly, we should deepen the marketing channels. Sixth, we should focus on formulating targeted VIP service strategies for摘要 III key customers. Only in this way can we effectively promote the long-term and stable development of Baorong Company in the future. Finally, based on the proposed problem-solving strategies, considering the implementation of marketing strategies to ensure the problem. Key words: third party testing enterprise; marketing; marketing strategy西北大学硕士学位论文 IV 目 录 摘要................................................................................................................................................................I 目 录.............................................................................................................................................................. IV 第一章 绪论...................................................................................................................................................1 1.1 研究背景及意义....................................................................................................................................1 1.2 本文主要研究内容................................................................................................................................2 1.3 本文主要研究框架................................................................................................................................3 第二章 研究现状及理论概述.........................................................................................................................5 2.1 研究现状................................................................................................................................................5 2.2 4P 理论...................................................................................................................................................7 2.3 STP 理论................................................................................................................................................8 2.4 服务营销的 7P 理论..............................................................................................................................9 第三章 宝荣公司第三方检测业务营销的现状分析...................................................................................10 3.1 企业背景.............................................................................................................................................10 3.1.1 企业简介..................................................................................................................................... 10 3.1.2 公司检测特点.............................................................................................................................. 10 3. 2 公司检测业务的营销现状.................................................................................................................10 3.3 企业营销存在的问题分析.................................................................................................................12 3.3.1 目标市场定位落实乏力............................................................................................................. 12 3.3.2 产品、价格及促销策略现状堪忧............................................................................................. 12 3.3.3 业务营销模式单一..................................................................................................................... 14 3.3.4 大客户管理混乱......................................................................................................................... 15 3.3.5 公司相关内部管理的问题......................................................................................................... 15 3.3.6 各销售部门之间缺乏沟通协作................................................................................................. 17 第四章 宝荣公司第三方检测业务营销策略...............................................................................................18 4.1 宝荣公司检测业务的运营体制..........................................................................................................18 4.2 检测业务竞争策略的选择依据..........................................................................................................18 4.3 检测服务目标市场选择和定位..........................................................................................................21 4.3.1 市场细分与目标的选择............................................................................................................. 21 4.3.2 市场定位具体内涵..................................................................................................................... 22 4.4 检测业务营销策略制定......................................................................................................................23西北大学硕士学位论文 V 4.4.1 加强市场目标落实策略.............................................................................................................. 23 4.4.2 完善的产品策略......................................................................................................................... 23 4.4.3 差异化的价格策略..................................................................................................................... 25 4.4.4 灵活性的促销策略..................................................................................................................... 26 4.4.5 加强渠道分销策略..................................................................................................................... 27 4.4.6 创新业务营销策略..................................................................................................................... 29 4.4.7 大客户 VIP 服务策略................................................................................................................29 第五章 宝荣公司第三方检测业务营销策略实施保障...............................................................................31 5.1 提高营销团队市场意识......................................................................................................................31 5.2 业务营销队伍的绩效激励机制..........................................................................................................31 5.3 设立大客户服务管理部门..................................................................................................................32 5.4 完善业务营销信息化采集系统..........................................................................................................32 第六章 结论与展望.......................................................................................................................................33 6.1 结论......................................................................................................................................................33 6.2 展望......................................................................................................................................................34