Marketing Strategy Optimization Research Of A Construction Engineering Inspection Service Company

Since the reform and opening-up,with social and economic development,the urbanization process accelerated,and the construction engineering inspection industry flourished.In recent years,most domestic inspection and testing institutions have restructured into corporate institutions by undertaking government directive business that has yet to be able to make the construction engineering testing enterprises survive.In its place is a corporate operation that responds to market development.In addition,the government has lowered the threshold for access to testing qualifications,the number of testing organizations is rapidly increasing,and market competition has become increasingly intense.In order to develop high quality under such policies and market changes environment,it is imperative for construction engineering inspection companies to use effective marketing strategies to expand market share and meet market demand.Taking Company A as the research object,this paper analyzes the macro environment from political,economic,social,and technological aspects using PEST theory and the industry environment using Porter’s five forces model.This paper also combines the enterprise’s business development and resource capacity.To conduct a comprehensive analysis of the marketing of engineering inspection services of Company A.It uses STP theory and 4P marketing mix as the theoretical framework through literature reference method,questionnaire research method,and interview method.The research found that Company A has marketing problems such as unclear market positioning,lack of competitiveness of products and services,ballpark pricing of products,unsound channel model,and unattractive promotion form.With the help of STP theory and the results of the survey analysis.This paper proposes that Company A needs to adopt marketing strategies and optimization programs such as repositioning the market,improving product and service capabilities,implementing differentiated pricing strategies,enriching product channels,and adjusting promotion strategies to cope with the above marketing problems.At the same time,this paper also formulates the implementation plan and guarantees measures of the supporting marketing strategy optimization plan.The research of this paper helps Company A to improve its marketing management,develop marketing management ideas and directions,help Company A to expand its market scale and share,and enhance its overall competitiveness.It also provides a reference for other engineering inspection service companies to improve their marketing strategies and help develop China’s engineering inspection service industry.