Instrument Testing And Proofreading Services Marketing Research

At present, with marketing competitive increasing, service become more and more important issue. When you see the service as one kind products of enterprise, it is necessary to be studied how this intangible products to be managed and ran, how it follows customer-guild to set up service marketing strategy and what factors are key succeed points for service product. The target of this thesis is just to study the operation process of service products as an absolute product after producing and selling of products of enterprises, which is in the face of the big trend of service enterprise development both in China and in abroad. Combining the specifically service content --- "instrument verification and calibration", it discusses the rule and key factors of service marketing. Thereby it drives producing enterprise to dig its service field and create consumer values through selling service products after selling commodity. So enterprise can find their new expanding interspace.This thesis makes research on service product marketing by both qualitative and quantitative methods, which is a used theory related with actual case. Firstly, the thesis sums up the study situation of service products in both China and abroad. Secondly, it gives the concept of service product according to modern marketing theory and compares the marketing difference between service product and tangible product. It concludes the basic characters of service product. Combining the fixing price of service product that has general sense during the marketing of service product, it compares and analyzes the fixing a price method from selecting target, method, strategy and so on. At the same time, it probes into pursuing customer satisfactoriness for successful service marketing and fathering the strategy of service product brand.Basis on above, the thesis researches the verification and calibration of instrument as service product and expatiates on meaning of thought mode for translating "after sales service" into "service product". Through describing of service blueprinting methods, it verifies that service process of instrument verification and calibration is an integrate marketing process of service product. Further, using service-blueprinting methods draws the outline of the touching line of service product of instrument verification and calibration between internal and external. The thesis uses the case of A&A Germany Company, combining with specifically customers of " verification and calibration" service product and marketing situation, and exercising theory of marketing subdivision to design the planning of marketing survey. Through marketing survey and subdivision, target customer group is fixed, marketing program is made, company resource is distributed and fixed a price method and model is selected. A&A Company designs and implements the survey of Customer satisfaction. The thesis analyzes that A&A Company advantage of success and potential problem for service product of instrument verification and calibration. Therefore, it provides a foundation for building service brand and seeking long term developing of enterprise under the big environment of times development. Finally, in order to fact into the age of technology economy and information developing and changing continually, the thesis probes into the characteristic of service marketing in new times and marketing rules of service product.