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论文编号：	1394
作者编号：	2120072125
上传时间：	2009/12/2 23:03:06
中文题目：	通标公司矿产品检验服务营销策略
英文题目：	The Study for Minerals Inspect
指导老师：	刘建华
中文关键字：	第三方商品检验服务/竞争优势/营
英文关键字：	Third-Party Commodity Inspecti
中文摘要：	摘 要 为贸易双方提供第三方商品检验服务的商检行业的历史可以追溯到16世纪以前，伴随着工业革命的兴起，国际贸易空前活跃，作为为贸易服务的第三方商检也随之繁荣，经过几个世纪的发展，在国际贸易中引入第三方商检对货物进行检验，监管从而保证货物品质和数量从而消除或降低贸易风险已经成为成熟的流行作法。 我们国家的商检起步较晚，解放前商检权基本被帝国主义所把持，建国后为保障国家利益不受侵害，国家成立了专门政府部门—国家商检局，作为国内唯一合法的检验机构，禁止了所有外方商检机构的经营活动。在从建国到改革开放前那个特定的历史阶段商检局为保障国内企业利益作出了巨大贡献。但是官办商检这种依靠国家政策垄断商检市场的模式是和国际上流行的民办商检作法不接轨的。随着国内改革开放的深入和进出口贸易的繁荣，企业对民间商检服务的需求日趋强烈，于是民间商检机构进入我国商检市场的时机渐渐成熟。特别是当我国政府加入WTO的以后，其中有一项承诺就是开放国内检验市场，允许有资质的民办商检公司进入。为了适应当前的形式，国家于2002年正式通过并实施了《商检法》，确定了民间商检机构的准入条件和法律地位。通标标准技术服务有限公司，简称通标公司，为SGS集团在中国的分支机构，是最早进入中国的第三方外资商品检验公司。矿产品检验部为公司的传统部门，主要提供矿产品商检服务，涉及的产品包括：能源类，炼钢原材料类，工业矿产品类，钢材类和固体化工品等。依赖于SGS品牌在国际上的影响力和科学的管理方法，再加上商检市场开放之初对第三方民间商检服务的强劲需求，通标公司很快在国内商检市场取得了可观的市场分额。 但近几年来通标公司面对的外部环境已经悄然发生变化。一方面由于受到国内商检市场开放的利好影响，大量民间检验机构兴起，特别是国际商检巨头的涌入。另一方面国内商检市场的开放程度并没有象预期的那样快和深入，大宗的矿产品检验依然由国家商检局控制。这些因素使国内商检市场竞争开始逐年加剧，通标公司的传统竞争优势受到很大挑战。 从内部来看，通标公司因为受商检市场开放之初供求关系的影响，长期以来形成了重运营轻营销的思想。片面地强调检验质量，不十分关心对客户感受，不注重客户满意度和忠诚度的培养。当今的内部和外部的现实环境要求通标公司这个国内第三方商检的领先者重新审视自身的营销策略。 在此背景下，本文以营销理论为基础，运用PEST，SWOT和五力模型对当前检验市场和公司内部的营销环境进行分析，并用STP理论和竞争战略理论分析了通标公司的目标市场选择和竞争战略选择，在此基础上探讨了民间商检机构在矿产品检验领域如何运用有效的营销策略占领并开拓市场，从而保持竞争优势。 本文分六个章。 第一章 绪论：介绍了论文研究的背景、目的、方法和内容； 第二章 相关理论回顾： 1服务营销相关理论，其中包括服务与服务营销的定义，服务与有形产品的差异和关系营销理论。 2营销组合4Ps，4Cs，4Rs到7Ps策略的演进历程。 3战略分析工具和竞争战略理论。包括PEST分析、SWOT分析、五力模型、等几种战略分析工具和STP理论以及竞争战略理论。 第三章 我国商检行业现状以及一般环境与竞争环境的系统分析。本章中介绍了商检服务的定义与服务内容，我国商检的市场容量与发展现状。在对政治，经济，社会和技术环境所进行的一般环境分析中重点阐述我国商检制度的沿革和政策法律环境。在用五力模型进行分析的竞争环境分析中重点列举了当前通标公司主要的竞争对手及其现状和当前环境下客户的讨价还价能力。 第四章 通标公司的内部环境和竞争战略选择。本章对通标公司的历史，业务范围，管理模式进行介绍，对当前环境下通标公司的优势，劣势，机会和威胁进行了系统分析。并对国内商检市场用不同的细分变量进行细分并选择通标公司的目标市场和市场定位，在此基础上对适合于通标公司竞争战略作出选择。 第五章 通标公司营销战略的选择及实施。本章中运用服务营销和营销组合理论提出通标公司应当采取的营销策略。 1基于产品属性的价格策略。对目前通标公司所能提供的服务产品进行了列举，其中包括通标公司区别与其他检验机构的产品创新，并根据每种服务产品特点制定与之匹配的价格策略。 2基于重点客户管理的渠道策略。阐述了通标公司当前的客户管理渠道策略和出发点，指出了现行策略的问题和解决方案。 3 基于有形展示的促销策略。根据商检行业特点和通标公司的市场定位提出了相应的促销手段，并把这些手段和服务的有形展示结合起来。 4 基于服务的关系营销策略。首先分析关系营销策略对商检机构的必要性。然后从人员，过程，建立客户需求评价机制，建立客户数据库，建立客户拜访制度和服务补救六个方面提出具体营销方法。 第六章 结论：对论文研究结果进行归纳总结。 本文第三，第四和第五章是文章的重点。 本文的创新点在于，对我国商检行业环境和通标公司的现状进行了系统分析，重新审视了通标公司的营销策略。研究结论不仅对通标公司，而且对所有民间商检机构都有借鉴意义。 关键词：第三方商品检验服务 竞争优势 营销策略
英文摘要：	Abstract To provide a third-party commodity inspection services in the trading activities can be traced back 16 centuries ago. Accompanied by the rise of the industrial revolution, international trade unprecedentedly active which made a third-party inspection services for trade also prospered. Through several centuries’ developments, the introduction of third-party inspection and supervision to ensure the quality and quantity of goods to eliminate or reduce trade risk has become a mature and popular approach in the international trade. China's commodity inspection started quite late and commodity inspection rights had been dominated by imperialism before liberation. After the foundation of People’s Republic of China, a special government department, CIQ, was set up as the only legal inspection organization in order to protect state’s interest and foreign inspection companies’ activities were prohibited. CIQ made a great contribution of protecting the interest of domestic enterprises in that particular historical period from the founding of the PRC to the reform and opening innovation. But such a governmental pattern, which depended on national policies to monopolize inspection market, cannot meet the pace of international prevailing private inspection corporations. The deepening of reform and opening up made international trading prosperous. The strong demand for private commodity inspection services is increasing especially after we joined the WTO. One of China’s commitments to participate in WTO was to open domestic inspection market and admit entries of qualified international corporations. Hence to introduce private commodity inspection companies to our commodity inspection market became mature. In order to meet its current situation, the "Commodity Inspection Act" was formally adopted and implemented which set conditions of private inspection companies to access to the commodity inspection field and admitted its legal status. SGS-CSTC Standards Technical Services Co., Ltd., SGS-CSTC for short, is one of the branches of SGS Group in China. SGS-CSTC is the first foreign capital corporation in the field of commodity inspection in China. Minerals Services is SGS-CSTC’s traditional department. The services it provides range from commodities of energy, steel raw materials, industrial minerals, steel products, and fertilizers. Relying on SGS fame in world and scientific management, the company quickly gained a significant market share. But in recent years, the external environment that SGS faced has quietly changed. On the one hand, due to the positive impact of domestic market opening, a large number of private inspection company join in. On the other hand, the inspection domestic markets is not opened deep and fast as expected large-scale minerals inspection is still controlled by the State Commodity Inspection Bureau. These factors make competition of the domestic inspection markets gradually intensify. SGS’ traditional competition advantage is in a serious challenge. From the internal point of view, SGS formed the logic of emphasizing on operations in light of marketing influenced by the supply and demand in the first stage of opening up in the commodity inspection market. The results is emphasizing on testing quality and not very concerned about the customer feeling and does not focus on customer satisfaction and loyalty creativity. Present-day realities of internal and external environmental require SGS, the leader of the third-party inspection company at present, to re-examine its marketing strategies In this context, the paper uses PEST and SWOT and five-forces models to analysis current inspection market on the basis of marketing strategy theories. It also discusses SGS’ choice of target market and the competition strategy base on the theory of STP and competition strategy. On that basis, make a further discusses how to use effective marketing strategy to occupy and explore the market for the private inspection companies so as to maintain a competitive advantage. This paper is divided into six chapters. Chapter I Introduction: introduced the paper’s background, purpose, method and content; Chapter II Review related theories: 1. Related theories of service marketing which include the definition of services and services marketing, the marketing theory of differences and relationship between services and tangible products. 2. Evolution process of 4Ps, 4Cs, 4Rs to 7Ps. 3. Strategic analysis tools and theory of competitive strategy. Including the PEST analysis, SWOT analysis, five forces model etc. as well as the theory of competitive strategy. Chapter III The status of China's commodity inspection industry and the full analyze in the general environment and the competitive environment. This chapter introduces the definition of commodity inspection services, service content, the market capacity of China's commodity inspection and the status. In the general environmental analysis under the political, economic, social and technological environment emphasizes on the tradition and the legal policies environment of our country inspection system. Listed SGS present main competitors and its status as well as the bargaining power of customers in the analyze of competitive environment which used Five-force model. Chapter IV SGS’ internal environment and its competitive strategic choice. This chapter introduced SGS’ history, business scope, management models as well as its strengths, weaknesses, opportunities and threats under the current environment. Precise its alternatives of the domestic inspection market, choose SGS target market and market positioning. In this based choose the feasible competitive strategy. Chapter V The choices and the compliments of SGS’ sale strategy. In this chapter, the author pointed the sale strategy that SGS should adopted used the theory of service sale and compound sale. Pricing strategy based on product attributes. Listed all the services that SGS can provide which include the innovations distinguished to other inspection companies. Then make the price compare to the different services. 2. Channel strategy to key client management. Analysis the SGS present client management channel strategy and its starting point. Pointed out its shortages and solutions. 3. Sales promotion with physical evidence strategy. Point out corresponding sale promotions according to inspection industry characteristics and then SGS’ and then combined those sale promotions with physical evidence. 4. Service-based relationship marketing strategies. Analysis first of the relative sale strategy necessity. And then pointed the accurate sale method in the field of staff, process, building client requirement system ,building the database of the clients, building client call system and remedial measures Chapter VI Conclusion: summarizes to the research findings. The third, fourth and fifth chapters are the key chapters of this paper. The innovation of this paper is that the author not only made a full analyze to SGS present situation and China's inspection industry but also re-examine SGS’ marketing strategy. The Conclusion is of benefit not only for SGS but also for all private inspection companies. Key words: Third-Party Commodity Inspection Services Competition Advantage Marketing Strategy
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