Research On Optimization Of Service Marketing Strategy Of HC Company

Social problems such as food safety and environmental pollution emerge one after another,giving birth to the market demand for testing and promoting the development of the testing industry.In recent years,5G communication,artificial intelligence and other new technology industries have sprung up,the market demand for testing has increased significantly,and the third-party testing institutions have usher a rapid development period.The good development trend of the industry has attracted social investment,and a lot of thirdparty testing institutions have emerged.Affected by the brand effect of foreign testing institutions,the competition in the testing industry is becoming increasingly fierce.In this case,it has become an urgent problem to improve the comprehensive service ability by optimizing the service marketing tactic of HC testing company.This paper takes HC testing company as the research object.Firstly,starting from the actual development of the company,combined with service satisfaction survey and complaint feedback,this paper analyzes the problems existing in service marketing of the company.It is found that HC testing company has some problems,such as unclear target market,vague market positioning,insufficient brand effect,unreasonable pricing,single marketing channel,poor promotion means,inadequate personnel service,insufficient physical evidence and low information level of process management.Secondly,deeply analyzes the company’s marketing environment by PEST and Porter’s Five Forces Model analysis method.Defines the marketing thinking,and lays a foundation for the optimization design of service marketing tactic in the next step.Then,puts forward the optimization scheme from the dimensions of market segmentation,target market,market positioning,product,price,place,promotion,people,physical evidence and process in combination with STP theory and 7PS marketing theory.Finally,puts forward safeguarding measures from the perspective of organization,system,people,capital and information to ensure the implementation of the optimization scheme.The research content of this paper follows the principle of combining theory with practice.It takes the actual development of HC testing company as a starting point,and puts forward the optimization scheme of service marketing tactic by using the theoretical knowledge of strategic management and marketing management,which is the practical application and expansion of theoretical knowledge.The optimization scheme is designed to improve the practicability and effectiveness of the company’s service marketing tactic,enhance the company’s comprehensive service ability and enhance the competitive advantage of the industry.Provide new ideas and references for other enterprises in the same industry and related industries in the formulation and optimization of marketing tactic,in order to promote the overall high-quality sustainable development of the industry.