Research On Business Development Strategy Of T Company's Certification Service For Auto Industry

Under the constraints of government regulation,international trade and industry self-discipline,Independent third-party service providers of Testing,Inspection and Certification(TIC)are developing rapidly.TIC is very different with other business,especially during these business development activities.The related service fees are paid by the clients while the service provider should make the indpedent decision no mater what kind of pressure or obstruction from the clients or related stakeholders.Social credicibility is the core value and the passport to successful business promotion.T company is one of the world's leading third-party service provider of TIC.This paper anlaysis the external macro environment with PEST Model and industry competition situation with Michael Porter's Five Forces Model,illustrate the current status of automobile industry certification business development management.Based on the series of problems which are T company faced,such as product homogeneity,price inconsistency,single sales channel and unilateral promotion,it discloses the reasons with the data support from marketing survey and management interview.Finally,five optimization suggestions came out,including social credibility enhancement,product strategy of service differentiation,price strategy of limited flexibility,channel strategy of various channel,promotion strategy of precise marketing and consultant marketing.In details,there are to enhance the integrity awareness of all staff,update the internal process to meet the requirements of certification and accreditation rules,publish the code of integrity externally and accept public supervision,,unify the audit criteria,provide customized services for key accounts,standardize the quotation process and price adjustment procedure,cross-region client management,and strengthen the cooperation with automobile authorities,the diversification of online and offline interaction topics,the invitation of industry celebrities and experts to participate in theme sharing,and the active sponsorship of related activities in the automotive industry,etc.Eventally guarantee measures for the implementation of business development optimization are advised,including 100-year brand broadcast and communication adjustment of organization structure,as well as improvement of motiviation system.With these optimization strategies and implementation of guarantee measures,T company could embrace environmental changes,grasp business opportunities,meet customer's needs,upgrade their marketing level and finally improve the marketing efficiency and performance.