A Study Of Customer Value Oriented Marketing Strategy Of Certification Body BA

A certification body is an independent third party which accredited by the State supervision Council according to law. The certification body provides conformity auditing services to verify companies'management system or products according to technical regulations or international standards, the activity belongs to service industry category. Comparing with global market, certification business grows extremely rapid in China. China certification market has been experiencing the changes from a technical oriented seller's market situation to the customer value oriented service marketing strategy. As a certification body now, it is the crucial key to improve its core competence by laying out an effective service marketing strategy, so that to secure the business sustainable development.As the certification services get almost all industries involved, this paper only focuses on the marketing strategy of management system certification services.The article have five major parts:Firstly, the paper introduced the research background and methods; secondly, defined the concept of customer value, service marketing, etc. Reviewed and analyzed the relevant literatures and theories; Then it introduced the situation, characteristics and marketing challenges of the certification industry which certification body BA operates in. On the basis of the theoretical study of service marketing and scientific analysis of customer value, we can design and produce different products according to the characteristics of subdivision of customer's base and customer value's overall size, at the same time, we can draft different marketing strategies as well. It constructed the service marketing model of certification industry. Finally, based on the above chapter's research, the paper analyzes the customer value according to the service marketing strategy practice of certification body BA in China.This thesis investigated the establishment and quantitative calculation approach of customer value evaluation system, which is based on certification industry practices, at the same time, provide the customer value oriented marketing structure. The author hopes it can provide some useful suggestions and lessons learned on the research of customer value based marketing strategies for the certification bodies and to the other technical service organizations as well.