Research On The Marketing-strategies For Jilin Province Product Quality Supervision Test Institute

The testing industry is full of capital, technology and talents. The Main task is to providetechnical basis for improving the country’s international competitiveness and the living quality.The testing industry plays important roles in modern economic activities and people’s life. Themacro economy development guarantees the prosperity of quality testing market. Withaccession of our country to WTO, the testing market opens gradually. In recent years, theThird-testing industry has been developing rapidly. Since the year of2014, the government hasaccelerated the pace of reforms over the past couple of months, implement multiple measuresto change policy impediments and improve the business environment in the testing industry.The test industry will be open to any Third-testing agencies in2015, and so the testing agenciesare now facing new opportunities and challenges.Jilin Province Product Quality Supervision Test Institute (JPPQSTI), belonged to JilinProvince Bureau of Quality and Technical Supervision, is an authoritative test organizationproviding technical support and guarantee for quality supervision. This kind of test mode beingfunded by government receives negative impact frequently, during the reformation anddevelopment in test market. Making reasonable marketing strategy, establishing and improvingits implementation safeguard measures have been become the development tendency undercurrent situation. This thesis takes JPPQSTI as an example, designed its overall marketingprogram and Segmenting、Targeting、Positioning. The research result of this thesis not onlybrings big benefit to the development of JPPQSTI, but also has some reference value for otherInspection Bureau of testing industry in our country.This thesis is divided into four chapters. The chapter1is the introduction, introduces theresearch background, significance, the ideas and structure of the paper. The chapter2analysesthe marketing differences between JPPQSTI and other Third-testing agencies, and analyses theexisting sale problems too. The chapter3states the macro environment of the JPPQSTI and itsstrengths, weaknesses, opportunities and threats in the process of marketing, also analyses the demand market trends and prospects for JPPQSTI.In the chapter4, the segmentation, targeting and positioning of JPPQSTI were analyzed.The key target market areas of the STP design of JPPQSTI contain Changchun, Jilin, Tonghua,Siping, Yanbian and Songyuan city，with the agricultural processing products, machineryproducts, light industrial chemical products, building materials products, textile products,photovoltaic products detected as the core business，and the medium enterprise, industrial andcommercial tax department, pay attention to brand construction of large enterprises as thetarget market. Jilin Province Quality Inspection Institute is positioned as "industry andcommerce, the tax department partners" and "leading domestic and international first-class"professional testing services. At the same time, according to the theory of4Ps, this thesis drawout relevant market policy include product, price system, channels and promotion ways toimprove the market occupancy and consumer satisfaction. However, in the latter portion of thisthesis, series effectual supporting measures were introduced for effective implementation ofmarketing strategy.