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论文编号：	11679
作者编号：	2320170335
上传时间：	2020/6/19 17:10:07
中文题目：	EY检测中心服务营销策略与实施研究
英文题目：	Research on service marketing strategy and implementation of EY Testing Center
指导老师：	邢金刚
中文关键字：	EY检测中心，环境分析，市场定位，7P营销策略，策略实施
英文关键字：	EY Testing Center; Environmental analysis;Market positioning; 7P marketing strategy; Strategy implementation
中文摘要：	按照党的十九大提出的“深化国有企业改革，发展混合所有制经济，培育具有全球竞争力的世界一流企业”的部署要求，结合京津冀一体化协同发展战略布局，由国有改为企业后的第三方检测机构面临的行业竞争强度日益加剧，在激烈的竞争中，有效的服务营销和市场开拓是推动产业发展的动力，是实现企业价值的重要手段。如何使改制后的质检机构提高竞争力，占据更高的市场份额，成为了该领域发展的共同课题。 本文以EY检测中心为研究对象，通过查阅文献资料，结合相关服务营销和市场开拓理论，采用PEST模型、波特五力模型对EY检测中心的营销宏观环境和竞争环境进行分析并对中心的内部资源要素进行了分析，进而运用SWOT工具揭示了EY检测中心外部所面临的发展机会和竞争压力以及内部的优劣势，从而提出了公司所存在的营销问题；为提出更有针对性的营销策略，首先通过市场细分，选定目标市场，设定市场定位；其次结合7Ps营销理论提出了完善服务产品、改善业务模式、实施差异化价格、构建营销队伍、增强直观有形展示，开展灵活营销以及优化服务过程的营销策略，最后从组织、人力、企业文化、信息系统、风险和制度等多方面制定了与策略相配套的保障措施。 通过本篇论文的研究，期望为EY检测中心的业务向全国市场开拓提供指导，并通过有效的营销策略，实现企业快速发展、提高市场份额的目标，也为质检同行提供案例参考。
英文摘要：	According to the deployment requirements of "deepening the reform of state-owned enterprises, developing mixed ownership economy and cultivating world-class enterprises with global competitiveness" put forward by the 19th National Congress of the Communist Party of China, combined with the strategic layout of the coordinated development of Beijing Tianjin Hebei integration, the third-party testing organization after the transformation from state-owned to enterprise is facing increasingly fierce industry competition. In the fierce competition, effective service marketing and Market development is the driving force to promote industrial development and an important means to realize enterprise value. How to make the reformed quality inspection institutions improve their competitiveness and occupy a higher market share has become a common topic in the field of development. Based on EY test center as the research object, through the consult literature material, combined with the related service marketing and the marketing theory, by using the PEST model, porter five model for EY test center marketing macro environment and competitive environment analysis and internal resources of center are analyzed, and then reveals the SWOT tool EY test center outside facing development opportunities and competitive pressure, and the advantages and disadvantages of the internal, thus puts forward the existing problems of marketing company; In order to put forward more targeted marketing strategies, firstly, the target market is selected and market positioning is set through market segmentation. Secondly perfect service products are presented with the 7 Ps marketing theory, to improve the business model, implement differentiation price, build marketing team, strengthen the direct tangible demonstration, to carry out the flexible marketing strategy, marketing and optimize service process finally from the organization, human resource, information system, enterprise culture, risk and institutional aspects of established the strategy matching with safeguards.Through the research of this paper, we hope to provide guidance for ey testing center's business to the national market development, and through effective marketing strategies, to achieve the goal of rapid development and increase market share of enterprises, and also provide case reference for quality inspection peers.
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