本文基于笔者对于中国电子电气产品检测认证行业的整体了解，并结合本人在 S 公司多年的从业经历，对我国电子电气产品检测认证行业现状及其特点进行了介绍。 该行业因为其科技前瞻性以及价值链巨大，是目前世界各国的投资热点。随着大量资 本在中国市场的投入，众多新技术的研发升级，电子电气产品的不断标准化及商品化， 中国制造走向全球始终面临着标准检测认证这一道关卡。同时当前国内电子电气产品 检测认证市场上可提供同质化服务的机构繁多，导致市场竞争愈发激烈。S 公司作为 早期进入中国市场的检测行业中的国际外资巨头公司，如何在新的竞争形势中，不断 利用自身优势保持有利的竞争地位则成为亟待研究的问题。 本论文结合 S 公司在中国电子电气产品检测认证这一行业细分领域的地位和市 场表现，运用波特五力分析模型、宏观环境 PEST 分析法及 SWOT 优劣势分析方法， 对中国市场的电子电气检测认证的宏观外部环境、内部竞争环境、S 公司的优劣势以 及所面临的机遇和挑战进行了深度剖析，发觉了 S 公司在这一领域的市场竞争中所面 临的问题。随后，综合研究分析的结果，本文提出了 S 公司应对电子电气检测认证市 场竞争挑战的竞争战略，并明确指出差别化结合寻找细分领域的专一化发展战略以及 引入蓝海战略是 S 公司的竞争战略选择的优先策略。最后，本文论述了竞争战略实施 的保障措施，包括优化组织架构、引进标准委员会资深专家、提高营销能力、加强客 户关系管理以及加快战略实施的技术创新。本文希望通过对 S 公司在中国电子电气产 品检测认证市场的竞争战略研究，来促进 S 公司战略发展和管理系统的完善，为 S 公司的长远立足深耕中国市场提供参考思路，进一步提升中国电子电气产品出口的标 准合规化和品质提升，并为其他企业在中国电子电气产品检测认证市场的发展提供一 些竞争发展思路。 关键词，第三方认证；电子电气法规；竞争战略；蓝海战略；波特五力模型III Abstract 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 SIV Company 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. Keywords，Third-Party Certification; Electronic and Electrical Regulations; Competitive Strategy; Blue Ocean Strategy; Michael Porter’s Five Forces Model目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 研究背景与研究意义..................................................................................................1 1.1.1 研究背景...............................................................................................................1 1.1.2 研究目的...............................................................................................................2 1.1.3 研究意义...............................................................................................................3 1.2 研究内容与基本框架..................................................................................................4 1.2.1 研究内容...............................................................................................................4 1.2.2 基本框架...............................................................................................................4 1.3 研究方法与创新点......................................................................................................5 1.3.1 研究方法...............................................................................................................5 1.3.2 本文创新点...........................................................................................................6 1.4 研究文献综述..............................................................................................................6 1.4.1 竞争战略理论文献综述.......................................................................................6 1.4.2 第三方检测认证竞争战略文献综述...................................................................9 1.4.3 国内外文献述评与借鉴.......................................................................................9 第 2 章 相关概念与竞争战略相关理论综述....................................................................11 2.1 相关概念....................................................................................................................11 2.1.1 产品质量认证.....................................................................................................11 2.1.2 电子电气产品法规.............................................................................................11 2.1.3 第三方检测认证的概念.....................................................................................12 2.1.4 检测认证机构的概念.........................................................................................13 2.2 竞争战略相关理论综述...........................................................................................14 2.2.1 竞争战略............................................................................................................14 2.2.2 波特五力分析模型............................................................................................172.2.3 蓝海战略............................................................................................................20 第 3 章 S 公司外部及行业环境分析.................................................................................22 3.1S 公司背景和其电子电气产品检测认证业务介绍..................................................22 3.2 S 公司外部环境因素分析——PEST 分析模型.........................................................24 3.2.1 政治环境因素.....................................................................................................24 3.2.2 经济环境因素.....................................................................................................26 3.2.3 社会环境因素.....................................................................................................27 3.2.4 科技环境因素.....................................................................................................28 3.2.5 PEST 分析结论....................................................................................................28 3.3 S 公司在电子电气产品检测认证行业环境分析——波特五力分析模型..............29 3.3.1 供应商讨价还价的能力.....................................................................................29 3.3.2 买方讨价还价的能力.........................................................................................30 3.3.3 潜在的新进入者的威胁.....................................................................................31 3.3.4 替代服务的威胁.................................................................................................31 3.3.5 同行业内现有企业之间的竞争.........................................................................32 3.4 S 公司在中国电子电气产品检测认证市场的外部环境的 EFE 分析..................... 33 3.5 S 公司在中国电子电气产品检测认证的行业 SWOT 分析.....................................35 3.5.1 机遇....................................................................................................................36 3.5.2 威胁....................................................................................................................36 3.5.3 优势....................................................................................................................37 3.5.4 劣势....................................................................................................................37 第 4 章 S 公司内部环境分析及存在问题.........................................................................39 4.1 S 公司电子电气产品部门经营概况.........................................................................39 4.1.1 公司在中国业务分布与电子电子电气产品部门组织架构.............................39 4.1.2 公司在中国电子电气产品检测认证市场的经营业绩.....................................40 4.2 S 公司在中国电子电气产品检测认证市场发展现状.............................................41 4.2.1 针对 S 公司在电子电气产品检测认证市场内部环境 IFE 分析...................... 41 4.2.2 市场定位实践.....................................................................................................43 4.2.3 服务与品牌拓展.................................................................................................434.2.4 资源和服务能力布局.........................................................................................43 4.3 S 公司在中国电子电气产品检测认证市场发展存在的问题分析.........................44 4.3.1 市场定位不够准确.............................................................................................44 4.3.2 与国有和外资检测认证机构的同行竞争.........................................................44 4.3.3 技术服务渠道拓展缓慢.....................................................................................45 4.3.4 品牌知名度和消费者认可度.............................................................................46 4.3.5 跨国企业在中国市场文化冲突的不适应.........................................................47 第 5 章 S 公司在中国电子电气产品检测认证市场的竞争战略选择与制定.................48 5.1 确定 S 公司在中国电子电气产品检测认证市场的发展目标................................48 5.1.1 S 公司的愿景与使命..........................................................................................48 5.1.2 S 公司电子电气产品检测认证的当前战略和竞争态势汇总..........................48 5.1.3 S 公司对于电子电气产品检测认证市场发展目标..........................................50 5.2 S 公司在中国电子电气产品检测认证市场竞争战略的选择与制定.....................51 5.2.1 竞争战略选择.....................................................................................................51 5.2.2 引入蓝海战略.....................................................................................................53 5.2.3 蓝海战略布局图之四步走框架.........................................................................54 第 6 章 S 公司在中国电子电气产品检测认证市场竞争战略的实施方式与保障.........57 6.1 S 公司在中国电子电气产品检测认证市场竞争战略的实施方式.........................57 6.1.1 加强品牌建设.....................................................................................................57 6.1.2 细分领域服务能力优化.....................................................................................57 6.1.3 技术创新.............................................................................................................58 6.2 S 公司在中国电子电气产品检测认证市场竞争战略的实施保障.........................59 6.2.1 人力保障.............................................................................................................59 6.2.2 资金保障.............................................................................................................61 6.2.3 技术保障.............................................................................................................61 6.2.4 制度保障.............................................................................................................61 第 7 章 结论与展望............................................................................................................62 7.1 基本结论....................................................................................................................62 7.2 本文研究中的不足....................................................................................................637.3 后续研究展望............................................................................................................63