案例分析：南方公司在灯饰检测认证市场的发展

发布时间：2018-01-01 03:28

本文关键词：案例分析：南方公司在灯饰检测认证市场的发展　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来，我国产品出口多次遭遇“绿色壁垒”。如何获得通行证进入国际市场，成为越来越多的企业会遇到的问题，而由此产生的巨大的检测认证市场，则吸引着众多的民营资本进入了产品认证领域。在认证市场领域里，大部分国有及外资机构均采用多元化发展战略，而在产品认证市场竞争日趋激烈的发展过程中，市场细分化的检测认证服务成为了一种趋势，尤其对于资本实力较弱的民营实验室来说，利用有限的资源为单一市场提供最专业的检测认证服务成为了当前行业内最常用的一种经营手段。南方公司是新成立两年半的第三方民营产品检测认证实验室，，目前专业从事普通灯饰、LED光源及照明领域的产品检测认证。南方公司在运营过程中，经历了企业新业务的拓展，企业内部股东股权的变更，经营策略调整等一系列的变化。作者将以南方检测认证公司做为案例，围绕检测认证行业背景及南方公司的发展过程进行描述，对发展过程中出现的重要问题进行分析。论文主要包括案例描述与案例分析两个主体部分。在案例描述部分中，作者首先介绍了南方公司所处的检测认证行业的发展过程和宏观背景，然后重点对南方公司的筹建，扩大业务范围、股权变更、最后调整经营策略的整个发展过程做详细的描述。其次是案例分析部分，针对南方公司发展过程，结合市场细分理论对南方公司的发展过程中的几个重点问题进行分析，并提出市场细分营销策略建议。最后总结案例对民营检测认证机构发展的启示。
[Abstract]:In recent years, the export of our products has encountered "green barriers" many times. How to obtain a pass to enter the international market has become a problem that more and more enterprises will encounter, and the resulting huge testing and certification market. It attracts a lot of private capital into the field of product certification. In the field of certification market, most of the state-owned and foreign institutions adopt a diversified development strategy. In the process of product certification market competition is becoming more and more fierce, the detection and certification service of market differentiation has become a trend, especially for the private laboratories with weak capital strength. Using limited resources to provide the most professional testing and certification services for the single market has become the most commonly used business means in the industry. South Company is a newly established two and a half years of third-party private product testing and certification laboratory, currently specializing in ordinary lighting LED light source and lighting field of product testing certification. Southern company in the operation process. It has experienced a series of changes, such as the expansion of new business, the change of shareholders' equity and the adjustment of management strategy. The author will take the Southern testing and Certification Company as a case, and describe the background of the testing and certification industry and the development process of the Southern Company. The paper mainly includes two main parts: case description and case analysis. In the case description part. The author first introduces the development process and macro background of the testing and certification industry, and then focuses on the preparation of the Southern Company, expanding the scope of business, equity changes. Finally, the whole development process of adjusting the management strategy is described in detail. Secondly, the case analysis part, aiming at the development process of Southern Company. Combined with the theory of market segmentation, this paper analyzes several key problems in the development of Southern Company, and puts forward some suggestions for marketing strategy of market segmentation. Finally, the enlightenment of the case to the development of private inspection and certification institutions is summarized.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F203

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