吉林省产品质量监督检验院营销策略研究

发布时间：2018-01-03 10:20

本文关键词：吉林省产品质量监督检验院营销策略研究　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：检测行业是人才、资金和技术密集型行业，主要任务是提高国家的国际竞争能力和不断改善国民的生活质量提供技术基础支撑，在现代经济活动和人们生活中发挥了重要的作用。我国宏观经济的发展为检验市场的繁荣提供了有力的保证。随着我国加入WTO，检验检测市场逐渐开放，第三方检测市场得到了快速的发展。2014年以来，，我国加快了检测机构的整合与改革，2015年将完全开放检测市场，检测机构面临着新的发展机遇和挑战。吉林省产品质量监督检验院隶属于吉林省质量技术监督局，是为质量监督提供技术支撑和保证的权威检验检测技术机构。在检测市场的改革发展中，这种依靠政府财政扶持的检测模式频频受到冲击。制定合理的营销策略，建立并完善营销策略实施保障措施已经成为当前形势下的发展趋势。本文以吉林省产品质量监督检验院为例，对其营销策略进行研究，有针对性的进行了STP战略和营销策略设计，希望通过这些研究能够帮助吉林省质检院解决目前存在的营销问题，为我国同类检测机构营销策略的研究提供参考。全文共分四章。第一章为绪论，介绍了文章的研究背景、研究意义以及研究方法与内容。第二章分析了吉林省产品质量监督检验院与同类检测机构的营销差异性，并指出了市场营销中存在的问题。第三章对第三方检测市场发展的宏观环境以及吉林省第三方检测市场需求进行了分析，并运用SWOT分析方法分析了吉林省质量监督检验院的优势、劣势、机会和威胁。第四章中，运用STP理论对市场细分、目标市场和产品定位进行了分析。吉林省质检院STP设计是以长春市、吉林市、通化市、四平市、延边朝鲜族自治州和松原市为重点目标市场区域，以农业加工产品、机械电器产品、轻工化工产品、建材产品、纺织产品、光伏产品检测为核心业务，以中型企业、工商税务部门和注重品牌建设的大型企业为目标市场，定位为“工商、税务部门合作伙伴”和“国内顶尖、国际一流”的专业检测服务机构。运用4ps营销理论，设计了吉林省质检院的产品策略、价格策略、渠道策略、促销策略，通过分析和整合质检院的营销资源，发挥其政府职能优势，最终提高市场有率和消费者满意度。本章最后一节则是通过实施有效的保障措施，促使营销策略得以顺利开展。
[Abstract]:Testing industry is a talent, capital and technology-intensive industries, the main task is to improve the country's international competitiveness and continuous improvement of the quality of life of the people to provide technical support. It plays an important role in modern economic activities and people's life. The development of macro-economy in China provides a powerful guarantee for the prosperity of the test market. With China's accession to the WTO, the market for testing and testing is gradually opening up. Since 2014, China has accelerated the integration and reform of testing institutions, and will completely open the market on 2015. Testing institutions are facing new development opportunities and challenges. Jilin Provincial Product quality Supervision and Inspection Institute is subordinate to Jilin Provincial quality and Technical Supervision Bureau, which is an authoritative inspection and testing technical organization that provides technical support and guarantee for quality supervision. It is in the process of reform and development of testing market. This kind of detection mode which depends on the government financial support is frequently attacked and a reasonable marketing strategy is formulated. The establishment and improvement of marketing strategies to implement security measures has become the development trend under the current situation. This paper takes Jilin Provincial Institute of Product quality Supervision and Inspection as an example to study its marketing strategy. Targeted STP strategy and marketing strategy design, I hope through these studies can help Jilin Provincial quality Inspection Institute to solve the existing marketing problems. It provides a reference for the research of the marketing strategy of the similar testing institutions in our country. This paper is divided into four chapters. The first chapter is the introduction, which introduces the research background of the article. The second chapter analyzes the marketing difference between Jilin Provincial Institute of Product quality Supervision and Inspection and the same kind of testing institutions. The third chapter analyzes the macro environment of the development of the third party testing market and the demand of the third party testing market in Jilin Province. The advantages, disadvantages, opportunities and threats of Jilin Provincial quality Supervision and Inspection Institute are analyzed by using SWOT analysis method. In chapter 4th, STP theory is used to analyze the market segmentation, target market and product positioning. The STP design of Jilin Provincial quality Inspection Institute is based on Changchun, Jilin, Tonghua, Siping. Yanbian Korean Autonomous Prefecture and Songyuan as the focus of the target market area, agricultural processing products, mechanical and electrical products, light industrial chemical products, building materials products, textile products, photovoltaic products as the core business. To medium-sized enterprises, industrial and commercial tax departments and focus on brand building of large enterprises as the target market, positioning as "industry and commerce, tax department partners" and "top domestic." International first-class professional testing service organization. Using 4ps marketing theory, we designed the product strategy, price strategy, channel strategy and promotion strategy of Jilin Provincial quality Inspection Institute. Through the analysis and integration of the marketing resources of QC, the advantages of its government functions are brought into play, and the market rate and consumer satisfaction are finally improved. The last section of this chapter is to implement effective safeguard measures. To promote the smooth development of marketing strategies.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F203

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