作为现代技术服务业之一的第三方检测欧亿·体育（中国）有限公司随着全球化的趋势和国际大环境的需

求,尤其是国际贸易活动的日益增多,第三方检测欧亿·体育（中国）有限公司己经成为中国发展前景最好,增

长速度最快的服务型欧亿·体育（中国）有限公司之一。随着国内第三方检测市场的开放和国家政策上对发展第

三方检测服务业的支持,越来越多的外资和民营第三方机构进入中国的第三方检测市

场,致使欧亿·体育（中国）有限公司竞争加剧。如何提高自身的服务水平和服务质量,在激烈的欧亿·体育（中国）有限公司市场竞争

中得以生存和发展是第三方检测机构所面临的一个重要课题。

本文针对一家新兴的第三方检测机构M公司在经历了七年的快速发展期之后遇到的

自身发展瓶颈的问题进行分析,从中找到M公司在服务产品以及服务传递过程中存在的

问题,并从核心服务、附加服务、服务周期、价格、流程、人员以及生产效率和质量等

方面进行了深入的探讨来解决这些问题。

本文通过SWOT分析方法和调查问卷的分析对M公司的现状进行分析,并运用肖思塔

克的分子式服务模型理论结合洛夫洛克的服务营销8P理论,为M公司建立服务模型并从

产品策略、地点和时间策略、价格策略、促销和教育策略、流程策略、实体环境策略、

人员策略、生产效率和质量策略方面提出了M公司在完善服务营销策略组合方面的建议

与措施,以此也希望可以对同欧亿·体育（中国）有限公司公司在服务营销策略方面起到借鉴的作用。

关键词:服务营销;第三方实验室;第三方检测

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华东理工大学硕士学位论文

Services Marketing Strategy Research of the Third Party Laboratory -Take

M Company as an Example

Abstract

With the development of globalization and the demand of the international environment,

especially the increasing of the international trade activity, the third party testing industry, as

the one of the modern technology service industries, has become the best one of the service

industries with the fastest growth and brightest future. With the opening of the domestic third

party testing market and the support of national policy,more and more foreign and private

third-party companies join the Chinese third party testing market, causing the industry

competition is very fierce. It is an important subject for a third party testing institution to

survive in the competitive situation by improving its services level and quality.

After seven years of rapid development, M company, one of the third-party testing

company in domestic market,meets the bottleneck problems during the development. After

analyzing, this article found the main problems are related to service products and service

delivery process, and tried to find a way to solve them through discussing core services,

additional services, service TAT,price, process, people,productivity and quality and etc.

Through the SWOT analysis method and the analysis of questionnaire survey to

analyze the status of M company, and using Shostack's formula service model to build the

service model of M company. Combining with Lovelock's 8P theory of services marketing,

the improvement methods of service marketing mix strategy are suggested in the Product

strategies,Place and time strategies, Pricing strategies, Promotion and education strategies,

Process strategies, Physical environment strategies,People strategies, Productivity and

quality strategies. Hopefully, the article can be helpful to other companies in the third party

industry.

Keywords: Services Marketing ; The Third Party Laboratory ; The Third Party Testing