英國留學生市場學作業指導：關于SIP營銷戰略在企業中的應用分析STP marketing strategy in small and medium application testing organi
One , STP strategy outlined
一、STP戰略概述
Enterprises in the marketing environment based on the analysis , the implementation of STP marketing strategy is to determine the key to success . In the 1990s, Professor Kotler in his " Marketing Management ", a book system STP mention strategy, marketing ideas to become a major breakthrough .
公司在市場營銷背景剖析的基礎上，實施STP戰略是表決營銷勝敗的關鍵。二十百年九十時代，科特勒教授在他的《營銷管理》一書中系統提STP戰略，變成市場營銷思想的一個重大打破。
STP strategy specifically refers to market segmentation (Segmentation), target market selection (Targeting) and market positioning (Positioning). STP that the market is a complex, is a multi- level, diversified consumer demand geometry , market segmentation refers marketers through market research , based on the needs of buyers in a variety of differences in the overall market of a product is divided into several buyers market group classification process ; target market selection is based on market segmentation criteria select one or more segments of the market , and as a corporate marketing decisions objects ; Kotler believes that market positioning is to design their own products and image , resulting in the minds of target customers to determine the status of the distinctive value of the process. STP core of the strategy should be " positioning" - through their own ability and competitor analysis , will be their own business , products and services in the minds of customers to establish a suitable location .
STP戰略具體是指市場細分(Segmentation)、目的市場挑選(Targeting)和市場定位(Positioning)。STP覺得市場是一個綜合體，是多層級、多元化的消費需要幾何體，市場細分是指營銷者經過市場調查研究，根據購買者在需要上的各種差別，把某一產品的市場群體區分清楚為多少購買者群的市場分類過程。
Second, product testing Market Overview
二、產品檢測市場概述
Product testing as an important part of modern service industry , testing services has entered all aspects of economic life - small people home indoor air quality testing, measurement of major projects large acceptance and so on. Detection of the UK market is huge , with indoor air quality testing , for example, a full range of testing generally include benzene, formaldehyde, ammonia , TV0C and oxygen five projects , for a medium-sized cities , according to an annual 20,000 sets of house decoration , household average charges 600 yuan , the actual detection rate of 40 to calculate the annual inspection fees for nearly five million yuan . In general, the testing organization 's business is mainly from the following aspects: state mandated inspection / calibration , testing requirements trading parties , corporate self- censorship in order to improve product quality or laboratory comparison test, the administrative department for industry and commerce the market sampling , testing and other civilian market .
In accordance with the commitment to join WT0 , from 11 December 2005 onwards, the UK testing market fully liberalized , foreign testing organizations permitted to set up an independent subsidiary in the UK , engaged in testing services , the UK smoke detection increasingly fierce competition in the market . According to incomplete statistics , as of the end of 2005 , only Shanghai have nearly 500 kinds of testing organizations . Currently detection mechanism is mainly composed of three main components - state testing agencies , foreign large-scale testing organizations and the private testing company . State detection mechanism is mainly the quality and technology supervision departments at all levels of government affiliated or related institutions , the business is more stable, such as the provinces of Measurement and Testing Research Institute ; foreign testing organizations large number of small, but strong comprehensive strength , such as Switzerland SGS (SGS), Underwriters Laboratories (UL), etc. ; private testing company in larger quantities, but the strength is relatively weak, facing strong competitive pressures.
Generally small testing organizations operating flexibility, rapid market response , but the equipment is relatively simple , the detection capability is limited, relatively simple variety of businesses , there is a big development difficult. This article mainly small and medium sized local testing organizations to take as a research object.
Third, the small testing organizations marketing the main problems
( one ) awareness of the market is not strong. Since market-oriented product testing time is not long , many organizations is difficult to quickly adapt to market demands , the lack of testing expertise and knowledge of both modern enterprise management personnel, lack of effective leadership, market awareness .
( Two ) marketing strategy is not clear, marketing power small . On the one hand , many organizations there is no clear strategic objectives , there is no clear market positioning ; the other hand, fewer personnel and marketing operations , the weak force , and even many agencies do not establish a formal marketing business unit , is the general manager of direct business manager.
( Three ) civilian market development is not given adequate attention . Many organizations do not seem to pay attention on the civilian market , the long-standing business is mainly around the national mandatory requirements or the requirements of the test items trading parties undertaken , which to some extent with the civilian market development more difficult , and the detection of the British public awareness is not strong , civil detect immature market and other factors.
( Four ) the level of information within the organization is not high , web -friendly low. Many organizations do not establish internal LAN , information sharing various departments within the organization is not high . In addition , the site as an important platform for communicating with customers , communicate with the user an important tool to improve service levels , and many organizations' websites friendliness is low, slow updates , seriously affecting the corporate image. It was observed that understanding, even an institution more than six months none of the website updated , let alone want useful information from inquiries in a timely manner .
( Five ) service level is low. Many organizations have not set up a dedicated customer service department , for the post-test services did not form enough attention , some institutions are simply included in the consolidated its functions to the office , and can not form an effective customer service.
Even so , with a deep understanding of the market gradually , many small and medium testing organizations are working to improve their management level of marketing , using its fast and flexible response to the market 's ability to detect on this huge market share. Different detection agencies should adopt according to their different development strategies .
Four , small and medium testing organizations marketing strategy recommendations
In developing marketing strategy before the first competitor on the institutional and capacity analysis to determine the scope of its own resources and capacities as well as to increase awareness of the opponent and analysis, on the basis of ongoing market segmentation, market positioning and target market selection dynamic analysis of the cycle :
( one) strengthen the market research and market analysis , to provide a basis for market segmentation . Market research and market analysis is the main operating activities of understanding the market situation , analyze their own operating conditions, forecast market trends and thus develop the right marketing strategy, a very important tool . Measuring and testing activities through market research institutions need to understand their ability to understand the competitive situation, understand customer needs. Market surveys, analysis of the contents include : 1 ) Demand Study : The agency 's market share and coverage , the demand for existing customers , potential market demand , competitor research ; 2 ) Product research : The agency is there detection ability and potential to expand the detection capabilities, the ability of organizations supporting services , competitors, service capabilities , etc. ; 3 ) customer research : case studies of existing customers , potential customers research ; 4 ) Price study: the average market price level , the price level agencies , the new pricing level of testing business .
( Two ) comprehensive consideration of various factors , the target market selection . Conducting market research and analysis , based on comprehensive consideration of market conditions, the institutional capacity and competitor situation, identify the target market and the best combination of institutional resources , to choose the most favorable one or a few of their own development goals market , in order to obtain the maximum expected return .
( Three ) emphasis on the role of marketing strategy , accurate market positioning . Testing market 's market position is based on market conditions , to their own organizations, products and services, establish a market position it at a specific time and place for a specific user segments for marketing, in order to facilitate access to favorable position in the competition process . Through the different target markets grasp of the situation , according to their different characteristics of the product can be detected using different positioning strategy - to avoid strong positioning, confrontational positioning, innovative positioning and re- positioning.
( Four ) ongoing STP loop dynamic analysis . Internal and external business environment is constantly changing , requiring enterprises should also continue its cycle dynamic analysis , so as to ensure the effectiveness of STP strategy .Of course, a lot of small and medium detection mechanism needs to be done to improve the work on the implementation of the strategy to support STP :
( one) change the concept , improve market competitiveness and sense of service . In the market liberalization , foreign investment into the fierce competitive situation is shaping up in the case , to realize that this is both a challenge and an opportunity , the first step to win market recognition to get a competitive advantage , and the market competition and establish a sense of service as well as for advanced testing service concept ( comprehensive services and compensation system ) learning is the key to win the market .
( Two ) rational use of pricing strategy. Product testing organizations test report is mainly due to the particularity of products , product strategy is relatively difficult to implement , while the price of marketing strategy is an important part of strategy , it largely affects the market demand and buyer behavior. Testing agencies to develop appropriate price , will be conducive to development, consolidate and expand the market and enhance the competitiveness of products . Testing organizations to comprehensive analysis of product costs, market demand, market competition , consumer behavior and other factors , the use of the scientific method, a flexible strategy , choose the appropriate pricing objectives , the implementation of development strategies in line with the institution 's pricing strategy .
( Three ) civilian testing market must be seriously. Currently civilian testing market potential is not being fully exploited , but with the improvement of people's living standards and increasing the pursuit of quality of life , civil testing market will also be growing , early entry into this market will make themselves future competition in a favorable position. For the detection of this particular product , you can also use the traditional 4P ( product, price, place, promotion ) or the modern marketing mix 4C ( customer , cost, convenience and communication ) marketing mix , for example, can also be in the business development with the relevant manufacturers to conduct joint promotions.
( Four ) to improve the level of information organization , enhance the site 's friendliness . Efficiency within the organization determines the level of marketing capability , increased information sharing within the organization , to improve the level of information can effectively improve the efficiency of institutions , in order to provide strong support for the implementation of STP . In addition, as an important tool for communicating with customers , small and medium sized sites that testing organizations should increase interaction functional blocks , and actively update the website , and enhance the friendly website , improve customer satisfaction.
( Five ) full attention to after-sales service and emotion . Product testing services as special products, to provide customers with more than just test data and test reports, but also a security assurance , good service and emotional services will effectively safeguard customers. In providing services to corporate customers but also should be professional technical staff and business communication , on the inadequacies of the weak product views and suggestions to facilitate enterprises to improve product quality ; in providing services to individual customers , they should pay attention to strengthening professional data interpretation , to provide professional advice and opinions , which can effectively increase customer satisfaction , rapid formation of good word of mouth .
V. Conclusions recommendations
With the detection of market liberalization , competition is inevitable , as in the market in a relatively weak position detection of local small and medium sized organizations, through their own ability to grasp and competitor analysis , marketing strategy using dynamic STP can effectively improve competitiveness, but to improve the competitiveness not just rely on a combination of several marketing strategies , the article that should also make efforts in the following areas :
( one) take advantage of local first-mover advantage , the rapid development of the core business focus resources , improve the technical level and expand the size of the organization , expanding the geographical scope of services to enhance the competitiveness of the organization .
( Two ) increase with advanced institutions, exchanges , learn from their advanced management and technology, especially the operation mode of operation, improve the management level , learn to "Dances with Wolves ."
( Three ) multi-channel business development , a win-win or win- detection mechanism can be used to cooperate with other patterns , try to establish information sharing body , body building complementary business , developing business agent markets.
( Four ) the nature of competition in the market competition of human resources , the introduction of high-level talent, organizations should establish their own personnel training system and improve the management system , to retain a high level of talent.
