Research On Brand Marketing Communication Of Foreign Third-party Testing And Certification Agencies In China

With the rapid development of trade globalization,third-party inspection and certification services play an increasingly important role in the society.With the concept of independence,equity and transparency,this industry issues the certificate as a third party not only helping the enterprises enter the international market,but also bearing the responsibility to protect the health and safety for the public.Due to the reason of technology,distance and some other factors,the buyer cannot evaluate the management of the seller's enterprise,assembly line,and even the product safety performance,environmental protection performance and the hygiene situation.At this time,the buyer must rely on the endorsement issued by the third-party inspection and certification institution to make the judgment.By doing so,the benefit of the buyers can be well protected and it also showed the positive enhancement of the third-party inspection and certification services to the international trade.Although we've seen that the third-party inspection and certification industry came into Chinese market almost 100 years later after its development in foreign market,the development of this industry in China is quite fast.Due to the large amount of the commodity export trading in China and also the compulsory testing and certification requirement by the government for most of the products,the request of third-party inspection and certification services is largely promoted.In terms of the current domestic third-party testing and certification market,domestic and foreign institutions each occupy one seat,but the overall marketization is relatively low.As the government set some policy inclination,70%of the market share belonged to the domestic institutions.Although the foreign institutions have rich experience and are particularly active in the international market,and have strong advantages in technology and global reputation,they still have only 30%share in the Chinese market due to the various external environmental factors,including macro-trade factors,policy and regulatory factors.In addition,the domestic public's awareness of the third-party testing and certification industry is very limited.When purchasing the goods,few Chinese consumers will take the reports of third-party institutions as references as lots of the foreign consumers do,and few will explore which third-party institution certifies the quality management system for the manufacturer or which authority supervises it.The unfavorable inclination of policy,the change of trade environment and the little understanding of the third-party testing and certification industry by the public made it difficult for foreign third-party testing and certification institutions to survive in China.Therefore how to find a suitable method of brand marketing communication becomes particularly important for foreign third-party testing and certification institutions.As the third-party inspection and certification institutions bear the social responsibility of improving the domestic products quality,it is of practical significance to study the brand marketing communication for foreign third-party inspection and certification institutions in China.This study has great strategic significance for the development of foreign third-party inspection and certification institutions in China in the future.As the problems faced by foreign third-party testing and certification institutions can enlighten China's existing third-party testing and certification market,and also promote the development of domestic third-party testing and certification institutions,this study will also have a positive significance for the overall development of the industry in China.By introducing the development of the third-party testing and certification industry in China,this paper analyses the advantages and disadvantages of various testing and certification institutions,and demonstrates the necessity of carrying out brand marketing and communication in China for foreign third-party testing and certification institutions after analyzing the current situation and difficulties faced by foreign third-party testing and certification institutions in China.After that,through the interpretation of brand marketing communication and brand,this paper introduces the 4R(Relevance,Reaction,Relationship and Reward)theory of brand marketing communication in detail,and makes a brief comparison with 4C theory and 4P theory.The macro-and-micro-case analysis is carried out for the brand marketing communication operation,using a large number of brand communication cases of Germany TR Group.Finally,through the suggestions to the currently-existing problems and the summary of practical results,this paper comprehensively summarizes and demonstrates the effective methods of brand marketing communication for foreign third-party inspection and certification institutions in China,and puts forward prospects and suggestions for the overall development of the industry.This paper aims to find a suitable brand marketing communication strategy for foreign institutions which takes a small market share in China.It is written from the perspective of foreign third-party inspection and certification institutions and hopefully will promote the overall level of the industry.