Study On The Competitive Strategies Of Company S In Chinese Testing And Certification Market For The Electronic And Electronical Products

This thesis is based on the author's overall understanding of China's electrical and electronic products testing and certification industry and based on his many years working experience in S company.This thesis introduces the current situation and characteristics of China's electrical and electronic products testing and certification industry.Because of its constant technology updating and highly profitable value chain,this industry is currently in a hot spot for investment from various countries around the world.With the investment of a large amount of capital into the Chinese market,at the meanwhile there keep on emerging many new technologies,as well as their constant standardization and commercialization of electronic and electrical products,how to help the Chinese manufacturing to go to the global market has always been facing great challenges.At the same time,there are more and more third-party certification companies who can provide homogeneous services in the domestic electronic and electrical product testing and certification market,which resulting in increasingly fierce market competitions.As an international foreign-invested company in the testing industry that entered the Chinese market in the early stage,how to maintain its comparably competitive advantages by continuously utilizing its own advantages in the new competitive situation has become an urgent issue for S company.This thesis combines the status and market performance of S Company in the industry segmentation of China's electrical and electronic products testing and certification market,and uses the macro-environment PEST analysis method,five-force analysis model and SWOT analysis method during author's MBA learning to make the study on the competitive strategy setting by S company.The macro-external environment of the electrical testing and certification,the internal competitive environment,the advantages and disadvantages of the company S and the opportunities and challenges facing by it have been deeply analyzed,and the problems facing by S Company in the market competition of this field have been diagonalized and concluded.Subsequently,based on the results of comprehensive research and analysis,this thesis puts forward the competitive strategy of SCompany to meet the competition challenge of electronic and electrical products testing and certification market,and clearly points out that differentiation strategy and focus on niche market strategy and Blue Ocean Strategy are the most favorable strategies of S Company's competitive strategy choices.Finally,this thesis discusses the safeguards for the implementation of competitive strategies,including optimizing organizational structure,recruiting experts from international standard committees,improving marketing capabilities,strengthening customer relationship management,and accelerating technological innovation in strategy implementation.This thesis hopes to promote the strategic development and optimize management system of S Company through the research on the competitive strategy of it in China's electronic and electrical products testing and certification market,and it also provides reference ideas for S Company's long-term foothold in the Chinese market,and further enhances the quality and performance level of China's electrical and electronic products.At last it hopes that some ideas from this thesis could provide some suggestions about competitive strategy development for other companies in the development of China's electronic and electrical products testing and certification market.