A Research Of Market Strategic On China Quality Certification Center Guangzhou Branch

With the development of socio-economic and science technology, quality certification industry has developed rapidly. As Foreign certification bodies have entered the Chinese market, the certification agencies are facing more and more complex competitive environment and increasingly competitive rivals welding (such as SGS, BSI, DNV and other foreign certification bodies). China Quality Certification Center (Hereinafter referred to CQC) for Guangzhou branch, the 2009 reform of its operations have brought new mechanism, The company system has been transformed from institution to the market mechanism-oriented privately held company, making the company get more self-initiative. At the same time, the current decline in the overall economic environment and the increasingly diversified needs of customers, how to face the fierce market competition, Proposing the corresponding market strategy of the company's development makes great significance.Through the application of marketing theory and marketing strategies, combined with the current situation and the entire certification industry CQC Guangzhou branch of the actual situation, The full text gets the conclusion as "strengthening marketing and brand marketing, on the base of the technology development in the certification basis, improving the professional competence of professionals, and carrying out the value-added audit activity in assessing"At first, on the base of the in-depth investigation of the status quo on the market and by the use of PEST and Five Ways competitive model for macro-environmental analysis of enterprise and industry environmental analysis. Guangzhou Branch has serious deficiencies between marketing and brand marketing From their own analysis. By the use of market segmentation and target customer selection theory, this paper gets the establishment that CQC Guangzhou branch should be involved in competitive target market and audit value-added services, and gets its opponent's strengths and weaknesses and the market environment, opportunities and threats by SWOT analysis. At last, this paper proposes that CQC Guangzhou branch should be taken to market development strategies, product diversification strategy and cost leadership strategy, and market strategy in order to ensure the successful implementation of a series of response measures Using the general theory of competitive strategy. At the conclusion of the research work on this paper, it points out that the inadequacy of studies exist, and make prospects for future research.