摘要
20世纪90年代,随着政府对第三方检测市场逐步放松管制,我国的检测行业
迅速发展,尤其在2001年我国正式加入世界贸易组织后,国内检测市场全面开放,
大量民营和外资检测机构进入中国,中国的第三方检测市场竞争日趋激烈。NA检
测公司是国内一家专业的第三方食品检测机构,成立于2003年,经过10年发展
已经初具规模。但面对多变的环境,NA要在激烈的市场竞争中不断成长,将品牌
做大做强,有必要进行战略的规划,构建自己的竞争优势
本文运用竞争战略理论对NA检测公司的战略进行研究。首先对公司宏观环
境和行业竞争环境进行分析,识别出公司面临政府政策支持和行业高速发展等良
好的成长机会,但同时也面临着行业监管趋紧、竞争F1益激烈等威胁。其次对公
司的内部资源和能力进行分析,找到公司的优势和劣势。公司是国内农药残留检
测领域的领导者、有良好的市场公信力,研发能力强,这是其优势,劣势是公司
业务范围小盈利能力差,人员流动性大。然后用SWOT矩阵对NA检测公司的优
势和劣势,机会和挑战进行了全面的分析和概括,结合行业特点和公司市场定位,
提出了 NA检测公司集中差异化的竞争战略,将聚焦食品链、产品差异化和品牌
差异化作为战略实施途径。本文还提出了通过公司组织结构设计、专业人才培养、
公司公信力建设、质量控制、信息化建设等一系列的措施促进战略的实施
本文期望通过对NA检测公司的案例研究,给处于相对劣势的国内第三方检
测机构提供发展思路
关键词:第三方检测;竞争战略;集中差异化
ABSTRACT
In the 1990s, as the government gradually deregulated the third-party testing
market, the testing industry developed rapidly. Especially in 2001, China formally
joined WTO. The domestic testing market was fully opened to the public. A large
number of private and foreign testing organizations entered China. The competition in
China's third-party testing market is becoming more and more fierce. Established in
2003,NA testing company is a professional third-party food testing agency. With 10
years of development, NA testing company has already begun to take shape. However,
the environment is changing, NA testing company wants to continue to grow in the
fierce market competition and make the brand bigger and stronger. It is necessary to
conduct a strategic planning to build its competitive advantage.
In this paper, the theory of competitive strategy is used to research on the strategy
of NA testing company. Firstly, the macro environment and industry competition
situation are analyzed to identify that NA testing company is facing good opportunities
for growth in government policy support and industry high-speed development, but also
facing the threats such as tightening industrial supervision and increasing competition.
Secondly, the internal resources and capabilities are analyzed for NA testing company to
find the strengths and weaknesses. NA testing company is the leader in the field of
pesticide residue testing, has good market credibility and strong R&D capabilities,
which are the strengths. Meanwhile the weaknesses are narrow scope of business, poor
profitability and high turnover of staff. Thirdly, a comprehensive analysis on the
strengths and weaknesses as well as the opportunities and challenges of NA testing
company are made by the SWOT matrix. Considering the company's strategic
objectives and market positioning, the differentiation focus strategy of NA testing
company is proposed. The strategy implementation includes focusing on the food chain,
product differentiation and brand differentiation. And a series of measures are proposed
in this paper to promote strategy implementation, such as structural design, specialized
personnel training, public credibility construction, quality control, information
construction, etc.
Expecting that,by the case study of NA testing company, the paper could provide
development ideas to the relative disadvantaged domestic third-party testing
organizations.
Key words: Third-party testing; Competitive strategy; Differentiation focus
第1章绪论
1.1选题背景和研究意义
第三方检测也被称作公正检验,是由处于买卖利益之外的第三方,如专职监
督检验机构等,以公正、权威的非当事人身份,根据有关法律、标准或合同进行
的商品检验活动。第三方检测具有独立性、专业性、权威性、公正性和客观性等
优势,目前已在商业活动被广泛运用,在提高人们的生活健康水平和促进国际贸
品的发展等方面扮演着举足轻重的角色
第三方检测机构在我国起步虽晚,但是发展迅速。尤其在我国于2001年正式
加入WTO以后,国内检测市场全而开放,不论是合资企业还是独资企业,均享受
我国国民待遇。因此,大量国外第三方检测机构进入国内,我国的检测市场在规
模和机制上都已发生了巨大的变化。第三方检测机构在市场经济屮的作用越来越
明显,检测行业正成长为中国增长速度最快、发展前景最好的技术服务行业之一
NA检测公司成立于2003年,是一家国内外知名的第三方食品检测机构,在
青岛和宁波两地建有专业化的实验室,为中国及世界各地食品公司提供广泛的检
测分析服务,包括农药残留、兽药残留、重金属元素、微生物、色素等的检测。N
A针对不同的市场,开发不同的检测项目,针对円本市场肝发了 480+农药列表,
针对欧盟市场开发了 380+农药列表,针对中国市场开发了 191+农药列表,得到了
客户的广泛认可,在农药残留检测领域走在了全国前列。经过10年的发展,NA
的客户网络已遍及美国、欧洲、澳洲及亚洲等60多个国家和地区,同时NA也由
最初公认的专业食品安全机构逐步发展成了包含培训、审核、咨询等服务的全球
化食品链专家
目前,中国的第三方检测市场竞争R趋激烈,数量众多的国内和国外的检测
机构参与其中,国际知名检测机构中有SGS (瑞士)、Intertek (英国)、BV (法
国)、TUV (德国)等,国内检测机构中有华测(CTI)、谱尼(PONY)等,还
有数量众多的政府实验室,如出入境检验检疫局(CIQ)等。NA作为国内第一家
专业的第三方食品检测机构,与知名的综合性检测机构相比,无论是资金、人力