| Automobile industry is the result of scalable economics, technicalization, and industrialization, as well as the symbolization of economic and technological strength for a country or region. With China entering WTO, Chinese automobile industry steps into a fast developing age. With gradual decrease of custom duty and cancellation of some export quota restriction, Chinese automobile products emerge its competitive edge. More and more Chinese automobile and auto parts access international market, and win good reputation. The export prospect looks very optimistic. However some Euramerian countries and regions try to take some trade protection measures in order to protect their own benefits of automobile industry. They make use of possessive high and new technology and patent to set up technical barrier, and incessantly elevate the threshold to restrict the entering of Chinese automobile and auto parts in order to reduce the impact to their automobile industry. Especially under the present international economic situation, suffered from the deterioration of global financial crisis, entity economy already followed in financial industry's step and fell into the status of durative downturn. It resulted in low or negative economic growth period in most regions and countries of the world. As the primary group of automobile consumption and production, Euramerican countries, Japanese and some regions are deeply affected. Their automobile production and consumption immediately sunk to low ebb. All countries continue to introduce some economic stimulation policies so that to recover national economy. They protect and assist national automobile production and consumption, besides are further intensified to publish trade protectionism. Thus for Chinese automobile export industry, which is just accessing the fast developing age, as well as for the automobile products detection and certification industry, intricately linked with automobile industry, the situation becomes increasingly difficult like rubbing salt into wounds. Facing so harsh business environment, it is the problem to be urgently solved what countermeasures TüV can take in automobile products detection and certification business field to find a way out of difficulties.Although the global financial crisis brings a dramatic change in the field of international automobile market and Chinese automobile export business, crisis and opportunity are always simultaneous existence. It depends on if TüV could grasp this opportunity. By analyzing automobile certification rules in different countries or regions at home or abroad, the internal and external operational environment in TüV, the advantages and disadvantages of the competitors in Chinese automobile products detection and certification business field, and own advantages and disadvantages for TüV, this essay orients its market and service for TüV, and devises a sets of practical operational countermeasures for the development of TüV in automobile products detection and certification business field.The conventional enterprise strategic theory mainly includes three schools: Theory of Design School, Theory of Orientation School (Competition Strategy), and Theory of Planning School. Theory of Design School emphasizes seeking for own capability to adapt external environment or reach the best match of both sides, by objectively analyzing and evaluating internal and external environment. Theory of Orientation School emphasizes the significance of strategy-formulating process and strategy content, but much more stresses on the investigation process and result of business characteristics, development trend and corresponding enterprise contrast relationship in the prophase. Theory of Planning School emphasizes the course of making and implementing the strategy planning.Operational environment is essential for enterprise development strategy. This essay makes particular analyses on the internal and external operational environment in the TüV automobile products detection and certification business. Internally, TüV takes obvious advantages: TüV have many experiences of automobile products detection and certification over 100 years; have a high personal quality and technical service level; also have a well-known brand in the world. TüV had a good initial starting in Chinese automobile products detection and certification field, shared a high market portion, and set up a favorable brand image. With various training of many years, local engineers exceed other competitors in the quantity, and clear away the obstacle of direct communication with part of customers. But the disadvantages are also obvious: high service price, strict detection and evaluation, stiff technical service sense, lack of versatility, deficient customer relationship maintenance.Externally, because international automobile market suffered from the effects of global financial crisis, the market requirement contracted heavily, and the situation of automobile consumption was dented by durative downturn. All countries in succession take some economic stimulation polity and measures, in order to ensure their stable transition. It leads the problem of existing trade protection and barrier becomes more obvious, and makes speedy developing Chinese automobile export take a sudden turn and become worse rapidly. The grim competition situation in automobile detection and certification business is also intensified. Because before that, Chinese automobile export situation keep high-speed increasing state at all times, more and more institutes engaged in the automobile detection and certification enter China. Among them, TüV SUED,TüV NORD,VCA,SGS are main competitors for TüV. VCA is the executive institute attached to British Traffic Department, with the semiofficial character, and can issue certificates. SGS is well-known in the aspect of material detection, and the cooperative institute of automobile material appointed by China. TüV SUED and TüV NORD are TüV's competitors for ages, with similar strength. It is not a long time for them to enter China, but they are opponents to be reckoned with TüV.The objects of TüV automobile products detection and certification are exported automobile and auto parts. Only knowing export construction of Chinese automobile and auto parts, and based on the above-mentioned analyses result, it can orient exact market and service, and gain operational strategy objective. Through analyzing the export data of automobile and auto parts for recent years, it is concluded that the main market objects are the manufacturing enterprises producing middle and heavy truck, as well as small sedan under seven seats; the resource-based and labor-intensive manufacturing enterprises producing tyre, lamp, horn ect, and the manufacturing enterprises exporting products to Europe, America, Russia, and other regions. The service orientation is: relying on high-quality engineer team and with the criterion of objectivity, independence and persistence, offer high-quality technical service, and assist the customers to open international market by right of TüV's good reputation and well-known brand in the international society accumulated in the past over 100 years.Exact orientation is the premise of making enterprise strategies; and at the same time the strategies determine the developing trend of enterprise. Through analyzing the internal and external environment, and own advantages and disadvantages of TüV automobile products detection and certification, it is concluded the countermeasure of sale channel widening, the countermeasure of price system discrepancy, the countermeasure of technical service extension, the countermeasure of salesman'skill promotion, and integrated management—the countermeasure of One-step Service. Amongst these countermeasures, sale channel widening is the core. It is the basic guarantee for TüV's operational strategical objective to build an open and extensive sale channel. The countermeasure of price system discrepancy is based on primary competition disadvantage existing all the time, and it is a sign to embody TüV transform and loosen the rigid, stiff Germany management mode. The countermeasure of technical service extension is the embodiment of TüV core competitive power, and it exploits advantage of high-quality and high-tech service team to resolve customer's actual troubles after service. The countermeasure of salesman'skill promotion is a long-term and effective measure. It can strengthen the communication with customers to promote skill. The integrated management—the countermeasure of One-step Service, is also a long-term measure. It needs more actual efforts and more practical standardized procedure to gain the customer's acceptance. |
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