Services Marketing Strategy Research Of The Third Party Laboratory

With the development of globalization and the demand of the international environment, especially the increasing of the international trade activity, the third party testing industry, as the one of the modern technology service industries, has become the best one of the service industries with the fastest growth and brightest future. With the opening of the domestic third party testing market and the support of national policy, more and more foreign and private third-party companies join the Chinese third party testing market, causing the industry competition is very fierce. It is an important subject for a third party testing institution to survive in the competitive situation by improving its services level and quality.After seven years of rapid development, M company, one of the third-party testing company in domestic market, meets the bottleneck problems during the development. After analyzing, this article found the main problems are related to service products and service delivery process, and tried to find a way to solve them through discussing core services, additional services, service TAT, price, process, people, productivity and quality and etc.Through the SWOT analysis method and the analysis of questionnaire survey to analyze the status of M company, and using Shostack’s formula service model to build the service model of M company. Combining with Lovelock’s8P theory of services marketing, the improvement methods of service marketing mix strategy are suggested in the Product strategies, Place and time strategies, Pricing strategies, Promotion and education strategies, Process strategies, Physical environment strategies, People strategies, Productivity and quality strategies. Hopefully, the article can be helpful to other companies in the third party industry.