摘要
摘要
随着中国人民经济生活水平的提升，以及中国制造 2025高速推进以及对外
贸易持续增长，我国第三方质量检测行业也保持了快速增长。据 CCID预计，我
国的检验行业在未来数年仍将维持 30%以上的增速，中国检测业务未来几年仍
将保持 30%以上的增长，中国的第三方质量检测行业也保持了快速增长。随着
国内宏观经济逐渐走稳，监管以及对消费品产业的进一步规范，世界检验业务规
模也会逐渐趋于平稳，到 2025年预计世界的检验业务规模会达到三万亿，复合
增长率将接近 20%，在国内也会维持超过 25%的复合增长率，表现了不错的成
长性。
本文以 SD第三方检测公司为研究对象，结合相关营销理论知识，立足于
SD公司实际来深入、全面的探讨案例企业先行的业务营销策略及存在的问题，
最后给出了建设性意见，希望能够为 SD公司营销策略的优化调整及市场竞争力
的持续增强提供有价值的参考。作为一家中小型企业， SD公司在发展过程当中
还存在着许多问题，如技术水平有待提升，资金压力大，服务态度有待提升，等
等。因此，SD公司在对其业务营销策略进行制定的过程当中必须要从全局的角
度进行深入思量。
在本研究过程当中先归纳总结了与市场营销优化有关的文献资料，分析检测
行业的发展及研究现状，为本文提供重要的理论基础。另一方面对 SD公司成立
以来得营销策略进行案例分析。在这一部分，笔者先全面分析了案例企业所面临
的宏观环境、行业环境及企业内部的具体情况，结合 SWOT分析法来研究 SD
公司目前所具备的优势和机会，所面临的威胁及存在的劣势，打分得出 SD公司
应该采取的现行营销战略。紧接着，笔者深入剖析了公司的市场营销现状及其存
在的问题，最后通过 7Ps营销策略分别提出优化方案。
本研究可为 SD公司优化营销方案，增强市场竞争力提供一定的参考。此外，
国内众多中小型第三方检测公司也普遍面临着与 SD公司一样的营销问题，因此，
本研究所得出的结论及提出的方案也可为其他同类型企业优化营销策略，实现可
持续发展提供参考。
关键词：SD检测公司；营销策略；分析工具；优化方案
论文类型：应用类
选题来源：其他
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ABSTRASDT
ABSTRASDT
With the improvement of the Chinese People’s Economic Living Standard, the
rapid development of the Made in China 2025 and the sustained growth of foreign
trade, China’s third party quality inspection industry has also maintained rapid growth.
According to CCID’s forecast, China’s inspection industry will still maintain a growth
rate of over 30% in the next few years, and China’s inspection business will still
maintain a growth rate of over 30% in the next few years, China’s third-party quality
testing industry has also maintained rapid growth.As the domestic macro-economy
gradually stabilizes, regulation and further regulation of the consumer goods industry,
the scale of world inspection business will also gradually level off. By 2025, the scale
of world inspection business is expected to reach three trillion, with a compound
growth rate of nearly 20% , it will also maintain a compound growth rate of more than
twenty-five per cent at home, has shown good growth.
This article takes the SD Third Party test company as the research object, unifies
the related marketing theory knowledge, based on the SD company actual to thorough,
the comprehensive discussion case Enterprise First Business Marketing Strategy and
the existence question, finally, the author gives some constructive suggestions, hoping
to provide valuable reference for the optimization and adjustment of SD Company’s
marketing strategy and the continuous enhancement of market competitiveness. As a
small and medium enterprises, there are still many problems in the process of
development, such as technical level to be improved, capital pressure, service attitude
to be improved, and so on. Therefore, the SD company in the process of formulating
its business marketing strategy must be considered from the overall point of view.
In the process of this study, we first summarize the literature related to
marketing optimization, analysis of the development of testing industry and research
status, to provide an important theoretical basis. On the other hand, the marketing
strategy of SD company since its establishment is analyzed. In this part, the author
first comprehensively analyzes the macro-environment, industry environment and the
specific situation inside the enterprise that the case enterprise faces, and combines the
SWOT analysis method to study the advantages and opportunities that the SD
company currently has, facing the threat and the existence of disadvantages, scoring
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ABSTRASDT
SD company should be taken to the current marketing strategy. Then, the author in-
depth analysis of the company’s marketing status and problems, and finally through
the 7Ps marketing strategy respectively to optimize the program.
This study can provide some reference for SD company to optimize marketing
plan and enhance market competitiveness. In addition, many small and medium-sized
third-party testing companies in China are also generally facing the same marketing
problems as SD companies. Therefore, the conclusions and proposals made in this
study can also optimize marketing strategies for other similar enterprises, to achieve
sustainable development to provide reference.
Keywords：SD Testing company; marketing strategy; analysis tool; optimization
plan
Dissertation Type： Application Category
Subject Source： Other
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