By Rwtuv Management System Certification Market Competition Strategy Research

Recently, the management system certification is flourishing in the range of the world. China has become the most fast increased registered certificate country in the world after the only ten years development in this new industry. The Chinese management system certification marketing is changing to standardization, oneness and legal system from confusion. It is a realistic problem which every certification body is facing how to gain the strong competitive advantage.The diagnoses method was used to study the industry of the management system certification and strategy of RWTUV (Rheinisch Westfalischer Technischer Uberwachungs Verein), a certification body came from Germany. A SWOT analysis was applied to the RWTUV external and internal analyzing. The company has a good marketing development environment, and the company is facing the strong competitors from abroad. The strengths of company are brand and technical resources supporting. The weaknesses of company are marketing, human resource and company culture. A service differentiation strategy was made for the RWTUV in Chinese management system certification marketing. There are three function layer strategies which are service marketing strategy and human resource strategy and company culture strategy were made to realize theservice differentiation strategy.For the implementation of the differentiation strategy, according the service marketing theory, the relative marketing must be focused in the service marketing strategy. The method to implement the strategy was made through studied the marketing segment, position and combination. In the human resource strategy, the key points were raised to develop and manage the human resource. In the company culture strategy, the effect and implement frame were mentioned.