A Research On Brand Marketing Strategies Of The Third-Party Inspection Companies

Since China joined the WTO in 2001,it became as an global important manufacturing base which will undoubtedly increase the demands of inspection for the products from importing countries. The third-party I&C companies played the important role in controlling products' qualities and other specific requirements to break the technical trade barriers for the importers and exporters. Under this background, for Chinese third-party I&C companies, although the business developing with rapid growth, but they are facing the problems of lacking the international brand awareness and credibility, so how to break though the dilemmas is being extremely urgent for them. Another's good quality or suggestion whereby one can remedy one's own defects. The paper take BV as a sample in third-party I&C industry, for elaborating BV's brand strategies in China, to summary the experiences of its international brand building. It not only can provide the guidance for further brand developing by clear it brand strategies, but also can be the inspiration for Chinese third-party companies to build their international brands by BV's experience in good brand management. The main structures of this paper is divided into six parts.The first part is introduction, to introduce the research topic, the meaning and purpose of writing.The second part is literature review, to summarize the basic concepts used in the article, the related literature research and use the results of the analysis tools.The third part is case description, to introduce the BV's development history, the currently status and the dilemmas of the third-party I&C companies' developing in China.The forth part is to elaborate the SWOT analysis to find out the advantages and disadvantages, the problems encountered of brand communication when it entered into the Chinese market before. Also the influence factors of external environment in expanding its brand development history.The fifth part is the research of BV's brand strategies and case analysis in brand building, during its development track, to clarify that how it deal with the increasing competition, to execute the relevant solutions of brand marketing strategy for the establishment of the persistent international brand, to provide the useful experiences for other Chinese third-party I&C companies.The sixth part is the conclusions and suggestions, based on the foregoing successful experiences of the brand strategies, to provide the useful advices for all Chinese third-party I&C companies.The conclusions of this paper is that the Chinese third-party I&C companies need learn the international third-party I&C brand developing experiences, only in combination with effective brand and the modes of integrated marketing communications, can establish the competitive international brand to take a place in the international trade market.