第三方商业检测认证机构SGS集团在中国的整合营销与品牌传播策略研究

发布时间：2018-06-09 12:54

本文选题：整合营销传播 + 品牌　；参考：《复旦大学》2009年硕士论文

【摘要】： 进入二十一世纪以来,营销传播领域发生了翻天覆地的从理论到实践的巨大变化。整合营销的实践不再是B2C领域的专利,它已经被更多处于B2B行业的企业所认识并加以实践,进入了一个更为广泛的领域。但由于B2B行业的特性,特别是非消费品领域与最终消费者接触较少这一特点,以及不同类型企业实践的多样化,如何在B2B领域建立成功的、带有企业特点的整合营销传播策略,业内并未有所定论,成功的企业案例及分析资料也并不多见。随着贸易全球化的迅速发展,第三方商业检测认证服务在当代经济中扮演的角色越来越重要。它不仅帮助企业进入国际市场,更在健康、环保、安全等公众利益方面有所贡献。目前,中国已逐渐发展成为仅次于美国的全球第二大检验认证市场。作为现代服务业的一个代表行业,如何扩大品牌知名度进而推动企业的发展成为从业企业最为迫切的要求。 SGS集团作为全球最具公信力的第三方商业检测认证机构,从1991年的几十人团队发展到今天近8000人的规模,其在中国的发展历程可作为第三方检测认证服务在中国发展的缩影。凭借卓越的专业经验和服务诚信,SGS提供的检验和测试报告、认证证书已经成为众多跨国公司、贸易商评估和甄选供应商的重要标准。在这一发展过程中,SGS“传递信任(Deliver Trust)”的精准品牌定位,以及卓有成效的整合营销及品牌传播策略起到了极大的推动作用。本文从第三方商业检测认证行业在中国面对的宏观经济环境和法律环境,以及产业竞争态势出发,综合运用整合营销传播理论、SWOT分析方法,对SGS公司在中国的内外部环境进行了分析,介绍了SGS中国整合营销及品牌传播策略制定的背景、实施渠道、执行情况,并对其进行了评估。本文试图剖析其在中国市场运用的品牌传播及整合营销策略,探索其树立并维护品牌形象,以品牌传播效应带动营销的实现过程。本文的研究不仅对SGS公司今后的发展有着极大的战略性指导意义。同时,由于SGS公司所面临的问题在国内越来越多的第三方检测认证机构中具有普遍性,因此,本文的研究将对我国第三方检测认证企业发展具有积极的意义。
[Abstract]:Since the 21 century, marketing communication has undergone tremendous changes from theory to practice. The practice of integrated marketing is no longer a patent in the field of B2C, it has been recognized and practiced by more and more enterprises in B2B industry, and has entered a wider field. However, due to the characteristics of B2B industry, especially the less contact between non-consumer products and final consumers, and the diversification of different types of enterprise practice, how to establish a successful integrated marketing communication strategy with enterprise characteristics in B2B field. With the rapid development of trade globalization, third-party business testing certification service plays an increasingly important role in the contemporary economy. It not only helps enterprises enter the international market, but also contributes to public interests such as health, environmental protection and safety. At present, China has gradually developed into the world's second largest certification market after the United States. As a representative industry of modern service industry, how to expand brand awareness and promote the development of enterprises become the most urgent requirements of the enterprises. SGS Group as the world's most credible third-party business testing certification organization, From a few dozen people in 1991 to nearly 8000 people today, its development in China can be taken as the epitome of the development of third-party testing and certification services in China. With excellent professional experience and service integrity, certification has become an important standard for multinational companies, traders to evaluate and select suppliers. In this process of development, SGS "transfer trust delivery Trust" precision brand positioning, And the effective integrated marketing and brand communication strategy have played a great role. This paper starts from the macroeconomic and legal environment faced by the third-party business testing and certification industry in China, as well as the competitive situation of the industry. Using the integrated marketing communication theory and SWOT analysis method, this paper analyzes the internal and external environment of SGS in China, and introduces the background, implementation channel and implementation of SGS integrated marketing and brand communication strategy in China. It is also evaluated. This paper attempts to analyze its brand communication and integrated marketing strategy in Chinese market, and explore its establishment and maintenance of brand image. The research of this paper is not only of great strategic significance to the future development of SGS Company. At the same time, the problems faced by SGS have become more and more common in China, so the research in this paper will be of positive significance to the development of third-party testing and certification enterprises in China.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2

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