Research On The Marketing Strategy Of Certification Business Of Yule Co., Ltd. In Taiwan Market

With the development of the global economy,certification plays an important role in international trade,and each country or region has formulated strict technical access standards and certification requirements.With the development of Internet technology,network security has played an important role in the international economy and order,and has been highly valued by governments of various countries and regions.Yule is a large certification company in the world.The demand for certification in Taiwan market is huge.Yule is actively developing the Taiwan market.As the detection and certification industry covers a wide range of almost all industries,this thesis focuses on the marketing strategy of the information security certification market in Taiwan.At first,the thesis summarizes the related research on detection and certification and marketing combination.Based on the theoretical review,the thesis diagnoses and analyzes the current situation of the certification business and marketing of Yule company,and excavates the existing problems.Then the external macro environment and business environment were scanned and analyzed,the overall plans for the promotion of business marketing strategy was carried out,the STP positioning was completed,and the ideas and objectives for business development in Taiwan were designed.At the end of the thesis,according to the idea of 4P,from the product,price,channel and promotion four aspects,design the marketing strategy of Taiwan Yule.In addition,combined with the characteristics of service marketing,the strategies of internal marketing,display and service process are discussed.Finally,based on the research results,the thesis also puts forward the implementation and guarantee measures to ensure the marketing strategy.This thesis makes a detailed diagnosis of the marketing problems of Yule in Taiwan and defines its own advantages and problems.In this thesis,the research results can be reference for optimal company managers,quick to realize the internal and external environment in the area of Taiwan,thus can be effectively integrate the resource,active play to advantages,reduce the disadvantage,eventually improve the competitiveness of Yule in the field of information security detection in Taiwan,make its can get better development in Taiwan.It can also provide some references for the development of marketing strategies of other institutions in the same industry.