Research On Service Marketing Strategy Of Automobile Inspection Business Of Jilin Province Product Quality Supervision And Inspection Institute

The automobile industry plays an important role in the national economy,with a long industrial chain and a wide range of influence,and it plays a vital role in both driving consumption and social development.In recent years,although the speed of economic development has slowed down due to the impact of the epidemic,China’s automobile production has maintained a steady growth trend,and this trend is expected to continue in the future.In 2022,China’s total automobile output was27021000,up 3.4% year on year.With the rapid development of the automobile industry,the automobile inspection industry has broad development space and good development prospects in China.In this context,Jilin Province Product Quality Supervision and Inspection Institute(hereinafter referred to as Jilin Provincial Quality Inspection Institute)has increased its investment in automobile inspection business,equipped with high standard inspection equipment and professional inspection personnel.However,the increasing number of inspection institutions has brought great competitive pressure to Jilin Provincial Quality Inspection Institute.Therefore,it has become an urgent problem to develop appropriate service marketing strategies for the automobile inspection business of Jilin Provincial Quality Inspection Institute.First of all,this paper uses the method of literature analysis and interview to collect the relevant information of the automobile inspection business of Jilin Provincial Quality Inspection Institute.After sorting and analyzing these information,I have a deeper understanding of the current situation of service marketing,and also found the problems: cumbersome inspection process,single service content,staff lack of service awareness,etc.Then the existing problems are further analyzed and the causes of the problems are found.Secondly,this paper uses PEST model to analyze the macro marketing environment,and expounds the impact of politics,economy,society and technology on the automobile inspection business of Jilin Provincial Quality Inspection Institute.Moreover,the competitive environment of the automobile inspection industry is analyzed by using the Porter’s five forces model.On the other hand,this paper analyzes the internal environment of Jilin Provincial Quality Inspection Institute by studying its existing resources and capabilities.Next,combined with the internal and external environment,the strengths and weaknesses,opportunities and threats of the automobile inspection business of Jilin Provincial Quality Inspection Institute were summarized,and the SWOT analysis matrix was formed.Finally,based on the analysis results of STP theory,combined with 7Ps theory,we design targeted service marketing mix strategy for the automobile inspection business of Jilin Provincial Quality Inspection Institute,and build a systematic service marketing system according to its characteristics.In combination with the designed strategy,the corresponding safeguard measures will be developed from the three aspects of culture,personnel and funds,so that the strategy can be implemented smoothly.