The Marketing Strategy Research Of S-agency Electrical And Electronic Testing Business

With the economic development and the integration of global trade,companies have to meet different testing and certification requirements for countries different.And on the other hand,people pay more and more attention to product quality,so third-party testing agencies get more recognition and attention from companies and consumer,which drives the rapid development of product testing and certification market.International testing agencies have advanced management experience and mature operational experience in the international market.But there is a big gap between state-owned testing agencies and international testing agencies,especially in technical level,personnel competence,international approval channel construction,and brand recognition.S-agency is built by the Shenzhen Government,after 20 years' development,has become a well-known testing agency in Shenzhen.However,S-agency has a certain obstacle and restrictions in business development,because it's a public institution.AQSIQ in 2014,promote the reform of state-owned testing agencies,which gives the development opportunities and challenges to S-agency.S-agency is in the background of the restructuring of public institutions,so it becomes the research object for this paper.The research especially focuses on the development strategy of S-agency electronic and electrical testing and certification business.This paper,based on the current operation situation of S-agency,use the PEST model and Porter's five-force model to analyze the status of third-party testing industry.Analyzes the macro environment,potential risks and competitive structure of third-party testing industry.Then,it expatiates the current operation situation of electronic and electrical testing business of S-agency,sums up the advantages,disadvantages,opportunities and threats,and analyzes the problem of brand operation.Use Boston matrix model to analyze the electronic and electrical business composition and the business status.Through comprehensive diagnostic analysis of the third-party testing industry and S-agency,combined with the restructuring background to design target marketing strategy,brand marketing strategy and business combination marketing strategy of S-agency electrical and electronic detection business.Finally,through the reconstruction of the market model,capacity-building,customer service model adjustment,and improve business channels and qualifications the four measures to protect the effective implementation of S-agency electrical and electronic testing business marketing strategy.In this paper,we use scientific management tools to analyze problems and solve problems.I believe that can play a guiding significance for the market development of S-agency in the field of electronic and electrical.At the same time,this paper also has some reference value for the state-owned institution which is similar to S-agency.