Ccic Sichuan Company Voluntary Certification Market Competition Strategy

As the largest number of certified clients of China’s western region and one of the best conformity certification body, Sichuan, China Certification & Inspection Group Co., Ltd. (hereinafter referred to CCIC Sichuan company), with the rapid development of the conformity certification industry in China, the rapid rise of many domestic counterparts and foreign conformity certification body entering Chinese market, the conformity certification business is facing increasingly fierce market competition. And conformity certification business in the current main project or product conformity certification aging and restructuring the company since 2008, the company system by the business units to market-oriented, self-financing, with independent legal personality of companies providing intermediary services, conformity certification and accreditation, to make the company a stronger operational flexibility. At the same time, customer’s demand increasingly diversify and the industry conformity certification programs or products of traditional traffic downturn, how to take positive and effective strategy for the development of CCIC Sichuan company in numerous complex and competitive business market in certified competition in the market is significant.By quoting the relevant theory of the current marketing theory and marketing strategies and through the analysis of the whole situation, and CCIC Sichuan Company’s own situation. The author preliminary draw, a conclusion:"highlight the brand advantages, and actively explore new field of product conformity certification business, maintaining the traditional conformity certification products and programs based on sustainable development and rational allocation of limited resources, developing strategic partnerships, optimize business processes, making efforts to improve the types of auditing expertise relevant personnel to better meet the needs of customers at different levels."This article, at first, based on the current status of the conformity certification business market analysis, and then based on the usage of PEST, and the five competitive forces model theory of CCIC Sichuan Company and the macro environment to analyze the industry environment. In the analysis of CCIC Sichuan Company’s own situation’s foundation, the author finds serious deficiencies in market introduction and maintaining the relationship with customers. By using the market segmentation and target customers theory in order, to make sure the company can enter target markets and value-added services, including audit conformity certification business and new product areas. And then using SWOT to analyze advantages, disadvantages and conformity certification business opportunities and threats in the market between CCIC Sichuan Company and the main competitors. According to the general theory of competitive strategy, CCIC Sichuan Company should try to establish differentiation strategy and product multiplication strategy in order to ensure the effective implementation of a series of responses. Finally, this article summarizes the research paper, points out deficiencies that may exist in the study, and proposes some expectations for future research.