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论文编号：	8764
作者编号：	2120142554
上传时间：	2016/12/8 11:10:36
中文题目：	K公司第三方检验检测业务营销策略研究
英文题目：	Research of Marketing Strategy improvement of the Third-party Inspection and Testing Service of Company K
指导老师：	牛芳
中文关键字：	第三方检验检测；服务营销；营销策略
英文关键字：	Inspection and Testing; Services Marketing; Marketing Strategy
中文摘要：	摘 要随着贸易全球化的迅速发展和国际贸易总额的快速增长，作为现代技术服务业之一的第三方检验检测行业在当代经济中扮演的角色越来越重要。我国加入世贸组织后，国内逐渐放开了第三方检验检测市场，国家在政策上对第三方检验检测服务业给予了多种支持，十多年来第三方检验检测行业已经成为中国增长速度最快的服务业之一。2015年中国已经发展成为仅次于美国的全球第二大检验检测市场。越来越多的外资和民营第三方机构进入中国的第三方检验检测市场。然而在当前国际贸易大宗商品价格和数量的双重下行压力下，检验检测行业竞争日趋加剧。如何能够提高检验检测机构自身的竞争优势，在当前激烈的市场竞争中利于不败之地是目前众多第三方检验检测机构共同面临的重要课题。本文梳理了国际和中国国内检验检测市场的现状，针对K公司从成立以来前几年的迅猛发展到近期遭遇发展瓶颈进行了综合分析，从而找到K公司在服务产品、服务质量等方面存在的各种问题，通过对K公司的各项问题进行详细分析，从K公司的核心服务、附加服务以及产品、价格、流程、人员、效率等方面进行了深入探讨和阐述，力求发现并提高K公司的核心竞争优势从而解决这些问题。本文主要通过运用PEST、波特五力模型、SWOT以及服务营销的相关理论，为K公司建立了服务模型并从产品策略、价格策略、地点和时间策略等八个方面对K检验检测公司提出了建议和完善措施。本文的研究不仅对K检验检测公司的发展有着一定的意义。同时，由于K检验检测公司所面临的问题在国内众多第三方检验检测公司中具有一定的普遍性，因此，本文的研究对同行业检验检测公司在服务营销策略方面也可以起到一定的借鉴作用和积极的意义。
英文摘要：	Abstract With the increasing of the international trading amount and the development of the globalization, the Third-party Inspection and Testing Industry plays a more and more important role in the modern economic society. After China's accession to the WTO, Chinese domestic market opened to the third-party inspection and testing companies. With the support of national policies, the Third-party Inspection and testing industry became one of the fastest growing industries in China. Chinese Third-party Inspection and testing industry became the 2nd biggest inspection and testing market in the world in 2015. With the market growing, more and more companies came into this industries. It made the Third-party Inspection and Testing industry competition very fierce with more and more foreign companies and private companies joined the Chinese inspection and testing market. This situation is more obvious since both of the price and quantity of bulk commodity decreased in 2015. It is an important subject for a third-party inspection and testing company to survive and develop in the competitive situation by improving its services level and quality. This article introduced both international and the domestic market of inspection and testing industry. After several years of rapid development, K Company has meet its development problems. After analyzing we found the main problems of K Company are related to services products and service quality, and tried to find a way to solve the problems through the discussion of core services, additional services, product, price, process, people, productivity etc. Through PEST, Porter’s fire forces, SWOT analysis method and the theory of service industry to analyze the status of K Company to build the service model of K Company. A service marketing mix strategy are suggested in the Product strategies. Pricing strategies, People strategies, etc. total eight items. This article is helpful not only for the future development of K Company, but also for other third-party inspection and testing companies since the problems K company is facing may meet by other third-party inspection and testing companies.
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