本文關(guān)鍵詞：案例分析：南方公司在燈飾檢測認(rèn)證市場的發(fā)展　出處：《華南理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：近年來，我國產(chǎn)品出口多次遭遇“綠色壁壘”。如何獲得通行證進入國際市場，成為越來越多的企業(yè)會遇到的問題，而由此產(chǎn)生的巨大的檢測認(rèn)證市場，則吸引著眾多的民營資本進入了產(chǎn)品認(rèn)證領(lǐng)域。在認(rèn)證市場領(lǐng)域里，大部分國有及外資機構(gòu)均采用多元化發(fā)展戰(zhàn)略，而在產(chǎn)品認(rèn)證市場競爭日趨激烈的發(fā)展過程中，市場細分化的檢測認(rèn)證服務(wù)成為了一種趨勢，尤其對于資本實力較弱的民營實驗室來說，利用有限的資源為單一市場提供最專業(yè)的檢測認(rèn)證服務(wù)成為了當(dāng)前行業(yè)內(nèi)最常用的一種經(jīng)營手段。 南方公司是新成立兩年半的第三方民營產(chǎn)品檢測認(rèn)證實驗室，，目前專業(yè)從事普通燈飾、LED光源及照明領(lǐng)域的產(chǎn)品檢測認(rèn)證。南方公司在運營過程中，經(jīng)歷了企業(yè)新業(yè)務(wù)的拓展，企業(yè)內(nèi)部股東股權(quán)的變更，經(jīng)營策略調(diào)整等一系列的變化。 作者將以南方檢測認(rèn)證公司做為案例，圍繞檢測認(rèn)證行業(yè)背景及南方公司的發(fā)展過程進行描述，對發(fā)展過程中出現(xiàn)的重要問題進行分析。論文主要包括案例描述與案例分析兩個主體部分。在案例描述部分中，作者首先介紹了南方公司所處的檢測認(rèn)證行業(yè)的發(fā)展過程和宏觀背景，然后重點對南方公司的籌建，擴大業(yè)務(wù)范圍、股權(quán)變更、最后調(diào)整經(jīng)營策略的整個發(fā)展過程做詳細的描述。其次是案例分析部分，針對南方公司發(fā)展過程，結(jié)合市場細分理論對南方公司的發(fā)展過程中的幾個重點問題進行分析，并提出市場細分營銷策略建議。最后總結(jié)案例對民營檢測認(rèn)證機構(gòu)發(fā)展的啟示。
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F203

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