随着全球经济的发展，认证在国际贸易中发挥着重要作用，每个国家或地区都 制定了严格的技术准入标准和认证要求。伴随着互联网科技的发展，网络安全在国 际经济和秩序中发挥了重要作用，得到了各个国家或地区政府的高度重视。 优乐是世界大型认证企业，台湾市场各种认证需求潜力巨大，优乐公司正在积 极开发台湾市场。由于检测认证行业覆盖的范围非常广，几乎涉及所有行业，因此 本论文聚焦优乐公司台湾地区信息安全认证市场的营销策略。论文首先总结了检测 认证和营销组合的相关研究，基于理论综述，论文对优乐公司的认证业务及营销现 状进行了诊断和分析，挖掘出存在的问题。然后对外部宏观环境和业务环境进行了 扫描和分析，接着对业务的营销策略提升进行了总体规划，完成了STP定位，设计 出在台湾地区业务开展的思路和目标。论文最后，按照4P的思路，从产品(Product)， 价格(Price)，渠道(Place)和促销(Promotion)四个方面，设计了台湾优乐的营销策略。 此外，结合服务营销的特点，讨论了内部营销，实体展示和服务过程的策略。最后， 基于研究结果，论文还提出了确保营销策略的实施和保障措施。 论文详细诊断了优乐公司在台湾地区营销中存在的问题，明确了自己的优势和 存在的问题。本文的研究结果能供优乐公司管理者进行参考，快速认识到台湾地区 的内部及外部环境，据此可以将资源进行有效整合，积极发挥优势，减少劣势，最 终提高优乐公司在台湾地区信息安全检测领域的竞争力，使其能在台湾地区获得更 好的发展。也能够对同行业其他机构的市场营销策略制定提供一些参考。 关键词：营销策略，认证业务，信息安全，优乐公司 MBA学位论文 作者：胥为友 优乐公司认证业务台湾地区营销策略研究 IV Research on the Marketing Strategy of Certification Business of Yule Co., Ltd. in Taiwan Market Abstract 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 MBA学位论文 作者：胥为友 优乐公司认证业务台湾地区营销策略研究 V development in Taiwan. It can also provide some references for the development of marketing strategies of other institutions in the same industry. Keywords： Marketing Strategy, Certification, Cyber Security, Yule Co., Ltd. MBA学位论文 作者：胥为友 优乐公司认证业务台湾地区营销策略研究 VI 目 录 中文摘要 ................................................. III Abstract .................................................. IV 第一章 绪论 ................................................ 1 1.1 研究背景 ........................................................ 1 1.1.1 宏观背景.................................................. 1 1.1.2 微观背景.................................................. 1 1.2 研究意义 ........................................................ 2 1.2.1 理论意义.................................................. 2 1.2.2 实践意义.................................................. 2 1.3 研究设计 ........................................................ 2 1.3.1 研究内容.................................................. 2 1.3.2 研究方法.................................................. 4 第二章 相关理论综述 ........................................ 5 2.1 市场营销相关理论 ................................................ 5 2.1.1 STP（市场细分、目标及定位）理论........................... 5 2.1.2 4PS理论及其发展 .......................................... 7 2.1.3 客户关系管理理论.......................................... 8 2.2 认证业务营销相关研究 ........................................... 13 2.2.1 认证的概念和内涵......................................... 13 2.2.2 认证作用及有效性研究..................................... 15 第三章 优乐公司认证业务营销现状分析 ....................... 17 3.1 公司现状分析 ................................................... 17 3.1.1 公司简介................................................. 17 3.1.2 产品和业务............................................... 19 3.1.3 价值链................................................... 20 3.2 认证业务在台湾的营销现状分析 ................................... 21 3.2.1 产品..................................................... 21 3.2.2 价格..................................................... 22 MBA学位论文 作者：胥为友 优乐公司认证业务台湾地区营销策略研究 VII 3.2.3 渠道..................................................... 24 3.2.4 促销..................................................... 26 3.3 优乐公司台湾地区营销存在的问题 ................................. 26 3.3.1 存在问题................................................. 26 3.3.2 成因讨论................................................. 28 第四章 优乐公司认证业务在台湾的营销环境分析 ............... 32 4.1 宏观环境分析 ................................................... 32 4.1.1 政治因素................................................. 32 4.1.2 经济因素................................................. 32 4.1.3 社会因素................................................. 34 4.1.4 科技因素................................................. 35 4.2 行业环境分析 ................................................... 36 4.2.1 行业发展现状............................................. 36 4.2.2 竞争结构分析............................................. 38 第五章 优乐公司台湾地区营销策略制定 ....................... 41 5.1 策略制定 ....................................................... 41 5.1.1 战略定位................................................. 41 5.1.2 制定思路................................................. 43 5.1.3 营销目标................................................. 44 5.2 STP策略定位 ................................................... 46 5.2.1 市场细分................................................. 47 5.2.2 市场目标................................................. 48 5.2.3 市场定位................................................. 49 5.3 营销策略设计 ................................................... 49 5.3.1 产品策略................................................. 50 5.3.2 价格策略................................................. 52 5.3.3 渠道策略................................................. 53 5.3.4 促销策略..........