Research On Marketing Strategy Optimization Of GC Third-Party Testing Laboratory

With the fast development of social economy and innovation of information technology,the testing industry is growing rapidly as well.The competition in the thirdparty testing market is becoming increasingly fierce.The application of marketing strategy is becoming more and more important during the development and operation process of testing laboratories.In order to adapt to the general trend of testing industry and modern economy,and to achieve long-term sustainable development,the marketing strategy of GC third-party testing laboratory needs to achieve breakthrough and innovation,keep up with the changes of the information age,enhance market competitiveness and clear the development direction to ensure that the marketing operation activities do not deviate and highly improve the profit.Combined with the internal and external environment and current situation,this study takes GC third-party testing laboratory as the research object and the domestic market environment during the 14 th Five-Year Plan as the background,and analyzes the existing problems of marketing strategy at the present stage,and puts forward the corresponding optimization strategy.First of all,combined with the current national policy guidance on third-party testing market,this thesis makes an in-depth analysis of the marketing environment,competitive environment and industry of GC third-party testing laboratories,and points out the necessity of laboratory marketing strategy optimization by using PEST model,Michael Porter’ s Five Forces Model and VRIO model.Secondly,combined with STP analysis,4P marketing theory and questionnaire survey summary,this thesis carries out marketing status analysis and summarizes the problems in laboratory marketing strategy,including testing products not meeting market expectation,conservative pricing,imperfect mechanism,single promotion means,strategies lacking of systematization,narrow marketing channels and slow market expansion and so on.Finally,according to the advantages and actual situation of GC testing laboratory,this thesis puts forward optimization plan and suggestions from the aspects of product,price,promotion,and channel respectively to help solve the problem of marketing strategy in actual operation of the laboratory,which will improve core competitiveness of the laboratory and provide reference for other thirdparty testing laboratories in the industry.