Research On Internationalization Strategy Of Certification Company M

Since the establishment of the first certification body on April 1981 to start the pioneer program,China has made remarkable achievements on certification and accreditation work.The total certificate number and the increment of certificates are at the top of the list of countries in the world.The huge market capacity and market opportunity in China has attracted competitors around the world.Since China's accession to the WTO,many world famous certification bodies including UL from the USA,SGS from Switzerland,BSI from UK,RWTUV from Germany,DNV from Norway etc.enter into Chinese market and develop their business rapidly,which makes the competition in China certification market more fiercely.Factors including dual pressure from home and abroad,accelerated market fluctuations in economic globalization,complex external environment,certification and accreditation internationalized development trends and positive factors from governmental policies make the certification bodies in China begin to think about the direction of future development.Company M is faced with the same problem as a certification Body with management system certification as its main business.Through trial and error,Company M started its trial operation of internationalization in 2010,and put forward the internationalization strategy formally in 2011.Based on the theories of strategy and strategic management,internationalization and internationalization strategy,with the approaches of literature analysis,comparative analysis and case study,this thesis analyzes the political,economical,social and technical environment and the opportunities and threats that Company M is faced with and the strength and weakness of itself.Through the analysis,the motivations for Company M to implement internationalization strategy are made clear and strategic choices are determined.Choose a proper internationalization strategic path and entry mode in combination with the current situation of Company M and according to Inward and Outward Internationalization theory,Periodic Internationalization Theory and International Production Eclecticism Theory.Through the study on the current status of the certification market at home and abroad,the thesis analyzes and figures out the target markets which Company M should choose to enter into,puts forward the various options that Company M shall made during the implementation of internationalization strategy and suggestions on the strategic safeguard measures.Currently only a few enterprises are carrying out internationalization operation in China.The internationalization progress is slow and operation is at exploratory stage.This topic of this thesis is chosen based on existing theories and combining with the practical case of internationalization development strategy of Company M,at the same time,taking the internal and external environment into consideration.This thesis systematically analyzes the reason why domestic certification bodies want to develop internationally;how shall they enter into international market;what issues they shall pay attention to.It has reference meaning to other certification bodies of the industry at current stage when research on certification body's internationalization development is rare.This thesis also puts forward some suggestions and measures at the same time,and hope it can help Company M and other companies in the industry to speed up the process of internationalization strategy development,and be inspired in terms of services,policies and information channels.