Research On Service Marketing Strategy Of ST Company Ex Product Certification

Ex product certification is a kind of technical service for the compliance judgment of special equipments used in potentially explosive atmosphere,it is a key route to enable the safety of environment and operation employees in hazardous areas.Roadheader operators under mines,normal workers in chemical factories,the vehicles and drivers exposed to fuel stations,are all protected by Ex products for the safety.Since August 2014,subject to the influence of "Kunshan Dust Explosion Incident",government strengthened the supervision for Ex products,meanwhile,"safety and quality" was written into the report of the 19 th CPC National Congress.Due to these reasons,market demands for Ex product certification go up highly,Ex product certificate is becoming a passport for these special products going into market.ST company is Ex product certification service supplier,now faces the challenges from internal and external.From internal side,the main departments don't have the same concept regarding putting the quality or revenue at the first place,the employees have big conflicts;from external side,due to the un-predicated change of market environment and government policies,ST company don't have a clear concept for the target markets and how to place the limited resources.In this situation,designing effective service marketing strategies is a must for ST company step out of the embarrassment.This thesis takes the Ex product certification service of ST company as research subject,takes service marketing theory,customer value theory and PDCA circulation as theory background,firstly,analyzes the current situation of service marketing of Ex product certification and future development tendency,adopts PEST method and Porter's Five Forces Model to analyze the macro-environment and competition environment,discusses the external environments influences to ST company(as External Cause Analysis).Secondly,through the method of SWOT,summarize the strengths,weaknesses,opportunities and threads of ST company;through the method of customer investigate and survey,try to recognize the problems of current marketing strategies(as Internal Cause Analysis).Joint the analysis of Internal Cause and External Cause,ST company defines the current service marketing problems as four categories: the conflict between the characteristics of technical service and the demand of customer;due to the misunderstanding for different level clients' demands,the quote plan is not reasonable;inconsistent departmental concept,unbalanced cooperation;certification process is not stable,lack of supervision.Combined with theory tools,posed specific marketing strategies: Value-added service design strategy;quote strategy based on customer level;internal marketing strategy based on employee duty;process management strategy based on PDCA circulation.In the process of quoting strategy,decision tree algorithm was used,through selling data mining,try to identify the factors which influence customers' decision.Finally,the implementation plan of service marketing strategies was given,company resources were re-allocated according to targeted markets.In order to enable the effectiveness pushing of marketing strategies,three guarantee measures relating to manpower,finance,and regulations were adopted.Via the trial running period since January 2018,the validness of these strategies were verified and described in the final chapter of the thesis.