A Company Quality Certification Service Project Marketing Strategy Research

Along with economic transformation and development,China has seen the swift development of certification and approval understanding.In 2015,the General Administration of Quality Supervision,Inspection and Quarantine of the People's Republic of China issued the Measures for Administration of Certification Institutions after revision,loosening the admittance system for certification industry,promoting the enhancement of certification quality and service level of certification institutions,and meanwhile,aggravating the market competition of certification institutions.A Company,after development over the past more than a decade,has formed a complete certification evaluation service system.Along with the enlargement of business scale and the increasingly drastic competition in the market,many defects with original certification service project marketing strategy have been displayed,such as old marketing method,insufficient marketing personnel,simplex marketing channel,etc.,so original marketing model cannot meet the demand of market development any more.In the face of the environment full of more drastic market competition,it has great significance for A Company to adopt a proper marketing strategy which could meet A Company's demand on development in the market,the customers' demand on enhancement of their own management level and product quality,etc.,raise A Company's competitiveness in the market,and meet the requirements of institution's overall strategic planning.Based on relevant theories like marketing and enterprise strategy management,etc.,by means of literature collection,quantitative and qualitative analysis,case study,etc.,through analysis on A Company's internal and external marketing environments,and in combination with the current state of and problems existing with A Company's present marketing,this paper orientates A Company's target market,constructs the marketing objectives of quality certification service projects,brings forward the marketing strategy suitable for A Company,namely this paper carries out research and discussion from the perspectives like professionalized marketing team strategy,market research strategy based on customers' demand,diversified product strategy,pricing strategy dominated by cost advantages,and multi-way channel strategy,etc.,brings forward corresponding guarantee measures,in order to ensure the smooth implementation of its marketing strategy,and that the enterprise could become prominent in cut-throat market competition.