Study Of Customer Value Otiented Marketing Strategy Of Certification Body A

Certification body is the professional institution which is approved by the approval ofthe state department and set up according to legal procedure with a third-party impartialstatus, and the certification service belongs to the category of service. As the enterprisemanagers of China gradually understand the concept of international certification in-depth,their demand for comprehensive certification service is becoming more and more mature.The homogeneity of certification product which is brought by market competition makesthat the professional qualification of the certification body is no longer the sole standardfor the customer to choose. While the customers check the legitimacy and industryinfluence of the certification body, the customers will pay more attention to what servicethe certification body can provide and whether the service can be accepted and satisfy themand so on.The current market environment is beset with troubles internally and externally.Global financial crisis is further deepening. The major markets of the world such as Europeand the United States recover slowly, and the pull of domestic demand of China is alsoweak. International certification industry has to face the real market environment whichshows that growth continues to shrink, and the sustained period is unpredictable until now.As the global economic slowdown, the employment rates of the major developed countriesdecline. In order to boost the domestic manufacture industry, the protectionist forces roseup again, and this made the export business of the world be covered with a thick layer ofshadow. The manufacture industry status of China is also more and more challenged byemerging countries. Due to that the domestic labor costs of China rise step by step and thelabor resource reduces gradually, in addition that the non-renewable resources reducegradually, the advantages in manufacture export will be less and less.Besides that the change of external environment put forward new challenge tocertification industry, the change of the certification industry itself also made thecertification companies aware the importance of keeping pace with the times. In market ofChina, certification industry experienced the transition from securing seller’s market onlywith professional technology power to customer value oriented marketing strategy.Nowadays, the highest priority for one certification service institution is how to make effective service marketing strategy to promote the core competitiveness of theorganization and then ensure the sustainable development of the business.This paper was divided into six parts. The first part introduced the researchbackground and research methods of this article. In the second part, through the review ofthe main related research literatures, customer value and service marketing are defined, andthe related literatures content of the customer value theory and the theory of servicemarketing are analyzed and summarized. The third part introduces the general situation ofA certification company and certification industry. The author had carried on the analysisof Five Forces to A certification company combined with the influence of externalenvironment on the certification industry. In the forth part, the author made analysis oncompany marketing strategy of A certification company with the method of SWOT, anddid customer segmentation with the method which was chose. Then the author made thecustomer value oriented marketing strategy. In the fifth part, the author designed a specificimplementation plan according to the marketing strategy which was made in the forth partand meanwhile analyzed and summarized the infrastructure assurance in implementationprocess. The sixth part included the paper conclusion and prospect.