Study On Marketing Strategy Optimization Of Meixin Company Based On Financial Performance Evaluation

Promoted by the sustained growth of China’s foreign trade and the transformation and upgrading of the national economy,the third-party testing industry has developed vigorously.By the end of 2017,there were 36052 testing institutions in China,and the market competition was becoming increasingly fierce.In order to gain advantages in the competition and develop continuously,the testing institutions should constantly improve their technical capabilities to better serve customers.On the other hand,the marketing strategies of the testing companies also play a vital role in promoting the development of the company.There are many ways to evaluate the marketing strategy of an enterprise.Financial performance evaluation is to evaluate the marketing strategy from the perspective of results.It can find the problems of the marketing strategy of the evaluated object and put forward the optimization strategy,so as to achieve the business goal of maximizing the company’s value.In this dissertation,based on the research object of Shenzhen Meixin Testing Technology Co.,Ltd.,aiming at the problem of the decrease of the net sales interest rate of the company in recent years,the marketing strategy of Meixin Company is systematically studied with the financial performance evaluation as the tool.Firstly,according to the 4Ps marketing theory,this dissertation analyzes the product,price,place and promotion strategies of Meixin Company in detail,finds out the problems and analyzes the reasons through the financial performance evaluation.Then,aiming at improving the financial performance of the company’s marketing strategy,aiming at the existing problems,this dissertation puts forward several optimization schemes for the marketing strategy of Meixin Company: first,optimize the product mix.Upgrade the scattered single test to the solution of product quality problems,and improve the average order price and customer’s repurchase rate.Second,demand-oriented pricing.The demand-oriented pricing method is adopted for technical consulting projects with small price elasticity of demand.The price is based on the perceived value of customers for technical consulting services and the value of the subject matter.Third,motivate the sales team.We will improve the compensation structure of sales personnel,change to a ladder performance commission system,and encourage sales personnel to sprint to performance goals.Fourth,strengthen Internet channels.We should increase investment in Internet advertising,pay attention to the characteristics of customer dispersion in the third-party detection industry,and pay attention to the application of long tail effect to obtain a large number of new customers at a low cost.Fifth,control the risk of receivables promotion.Strengthen the management of accounts receivable,strengthen customer credit management,and reduce the collection risk of the company.Based on the analysis of the financial performance of the marketing strategy of Meixin Company,this dissertation finds out the weak links of the marketing strategy.Combined with the development trend of the third-party testing industry and the development stage of each service project of Meixin Company,five specific marketing strategy optimization schemes are put forward in order to help Meixin Company improve the marketing performance,achieve the business objectives of expanding revenue and increasing profit.At the same time,this dissertation also has some reference value for the private testing companies in the third-party testing industry.