Research On Marketing Strategy Optimization Of N Company’s Carbon Technology Service

As the global emphasis on climate change increases,more and more international relevant parties are beginning to pay attention to China’s carbon disclosure and carbon emission reduction progress.The Chinese government is also taking active action to deal with global warming.Under such a complex background,how Chinese enterprises should do a good job in carbon management and carbon emission reduction is a topic worth of study.In the environment of “dual-carbon”,N company,as the world’s leading third-party TIC(testing,inspection and certification)organization,plays a crucial role in the process of carbon disclosure,carbon emission reduction and carbon neutral activities.At present,N company’s carbon technology service marketing performance in China has not met expectations,so that it wants to enhance the industry competitiveness by optimizing its carbon technology services marketing strategy.Firstly,this paper evaluates the current situation of the carbon technology service business expansion of N company and analyzes the industry competition through the Michael Porter’s Five Forces Model.Secondly,with the help of market research and management interviews,the paper finds out series of problems that N company has encountered in carbon technology services promotion,including imbalanced service ability development,price inconsistency,insufficient service team ability,unsuccessful channel marketing,inefficient campaign returns,poor process management and corporate image display,etc.,and analyzes the underlying reasons behind.Thirdly,based on N company’s existing resources and above analysis,8 carbon technology service marketing optimization suggestions come out,such as product strategy of precise positioning resources investment,price strategy of limited flexibility,people strategy of personnel ability improvement and independent assessment,place strategy of communication and collaboration expansion,promotion strategy of advisory marketing,process strategy of process optimization,physical evidence strategy of brand image consciousness strengthen.Finally,guarantee measures for the implementation of business development optimization are advised,including the new establishment of market development managers in the field of carbon technology,strengthening the training of special team personnel,reasonable allocation of special team members,adjusting the special reward and punishment mechanism,and increasing non-monetary incentives.With these optimization strategies and implementation guarantee,N company could grasp the opportunities under the new economic situation,fully meet customer needs,improve the level of business development in the carbon technology service field,provide service marketing performance,and support the sustainable development of N company.