Marketing Strategy Research Of SMQ Center

After China jioned the WTO in 2001, China opened up the market of inspection, certification and accreditation services allowing foreign and private testing or certification bodies to participate in market competition. At the same time, the gradual transformated government functions and the testing institutions also constantly deepening reformed. Multiple factors led the testing institutions to the road of market competition. A large number of private property testing company participated in the competition of the detection. SMQ as a testing institutions which belongs to the inspection and testing services industry seized the opportunity in early days and took the lead to implement interior modulation, established the interior modulation market concept, expanded market share. Now SMQ has been one of the leading domestic industry. However, with the continuous development of foreign famous detection giant and the continuous development and growth of private testing institutions, the market environment is not optimistic to the testing institutions. How to develop effective marketing tools to ensure that SMQ in the competitive advantage becomes an urgent task.In this paper we use SMQ as an example to study the marketing strategy in the nature of the state-owned units which are walking in the forefront of the domestic counterparts. First of all, the paper analyzes the status quo, the development trend, the competitive environment and the market demand of the testing industry. These analyzes lay the foundation for the marketing research of SMQ. Secondly, the marketing management mode of SMQ is introduced. Through the SWOT, five forces model to analyze the marketing environment, SMQ are pointed out its strengthsweaknesses opportunities and threats.Then the system analyzes SMQ’s marketing strategy from the product, pricing, promotion, services and channels.At last, this paper puts forward the improvement plan of marketing strategy according to the situation of SMQ including the strengthening of brand building, sales team, decision-making mechanism, cost control, marketing channels and other management.This paper suggests that SMQ needs to continuously improve and innovate the marketing strategy suitable for sustainable development according to the objective environment and its own conditions. Only in this way, SMQ can grasp the market better and provide products and services of high price which meet the needs of the market and customers. It also can improve the marketing image of SMQ, enhance customer confidence, and ultimately ensure that SMQ has a health and sustainable development. At the same time, it can also give reference to the similar testing institutions. In this way, the testing institutions in China can face the tide of the opening market, participate in market competition with a more open attitude. They will have a more abundant marketing strategy to participate in market competition which can improve the market share in the inspection further.