1. Introduction

A brand is a unique name, symbol, design or other logo formed by an enterprise in the market, which can represent the characteristics, advantages or values of the enterprise or its products or services, and can arouse the cognition, trust or preference of consumers or other stakeholders. Brand is one of the important means for enterprises to gain competitive advantage and increase profitability.

With the development of economic globalization and information technology, consumers' demand for products or services is becoming more and more diversified, personalized and high-quality, and they are also paying more and more attention to the brand value behind the products or services. Therefore, how to effectively display their own brand image, enhance their awareness in the minds of consumers, reputation and loyalty, has become an urgent problem to be solved.

In order to help enterprises solve this problem, a new and potential market research service-brand sales certification and market position certification service came into being.

This kind of service means that professional institutions or individuals collect relevant data according to the customer's provision or entrustment, analyze and process them in accordance with national standards or industry standards, and issue authoritative and reliable report documents to evaluate the sales volume, share and other indicators of a specific product or service in the customer's industry in a specific period of time (usually a quarter), And give corresponding suggestions.

This kind of report document can be used as a customer to show consumers or other stakeholders what their products or services have achieved in the market, and to enhance their impression in the minds of consumers.

The purpose of this paper is to analyze the enterprise brand sales certification and market position certification service from the aspects of legal norms, risk prevention and service quality, and put forward corresponding suggestions.

2. legal norms

At present, there are no unified laws and regulations in China specifically for the field of enterprise brand sales certification and market position certification services. However, in the "the People's Republic of China Certification and Accreditation Regulations" (revised in 2020), the definition, scope, subject, procedures, supervision and other aspects of certification and accreditation activities are stipulated. Article 2 stipulates that certification and accreditation activities refer to "in accordance with national Standards, industry standards or other normative documents, activities that evaluate and confirm the compliance of products, services, management systems, personnel, institutions, etc".

According to this provision, corporate brand sales certification and market position certification services are a kind of certification and accreditation activities, therefore, should comply with the relevant provisions of the "the People's Republic of China Certification and Accreditation Regulations.

In the "the People's Republic of China Certification and Accreditation Regulations", the main body of certification and accreditation activities, namely certification agencies, accreditation agencies, inspection and testing agencies, evaluation agencies, etc., have clear qualification requirements and management standards. For example, Article 6 provides that a certification body shall have the following conditions:

The (I) has the legal personality;

The (II) has professional and technical personnel, equipment and facilities and management system suitable for the certification activities;

The (III) has the ability to carry out certification activities independently, impartially, scientifically and effectively;

(IV) an internal control system to ensure the quality of certification activities;

(V) have a system to ensure the disclosure, confidentiality and security of information on certification activities;

(VI) have a system for handling disputes and complaints about certification activities;

(VII) other conditions stipulated by the national certification and accreditation supervision and management department.

Therefore, institutions or individuals engaged in enterprise brand sales certification and market status certification services should meet the above conditions, and apply to the national certification and accreditation supervision and management department for certification qualifications in accordance with regulations, and obtain corresponding certification certificates and certification marks before certification activities can be carried out. Otherwise, they will face legal liability.

In addition, institutions or individuals engaged in enterprise brand sales certification and market position certification services shall also comply with other provisions on certification activities in the the People's Republic of China Certification and Accreditation Regulations, such:

The (I) shall, in accordance with national standards, industry standards or other normative documents, as well as certification rules and certification procedures, carry out certification activities fairly, scientifically and effectively, and shall not harm the national interests, social public interests and the legitimate rights and interests of others;

The (II) shall record, file and save the object, content, result, evidence and other information of the certification activities, and report to the national certification and accreditation supervision and management department in accordance with the provisions;

The (III) shall keep confidential the trade secrets and personal privacy involved in the certification activities, and shall not disclose, tamper with, forge or abuse them;

The (IV) shall supervise, recheck and verify the results of certification activities, and take timely measures when finding problems, such as suspending, revoking, changing or canceling the certification certificate or certification mark;

The (V) shall publicize the charging items, standards, basis and other information of the certification activities, and shall not collect fees without authorization or in disguised form;

The (VI) shall accept the supervision, inspection and verification of the national certification and accreditation supervision and administration department, truthfully provide relevant information, and shall not refuse, hinder or cheat;

(VII) shall bear the liability for damages caused by certification activities in accordance with the law, and shall not exempt or limit their liability.

To sum up, corporate brand sales certification and market status certification services are a kind of certification and accreditation activities, which should comply with the relevant provisions of the "the People's Republic of China Certification and Accreditation Regulations", otherwise, they will face legal risks and responsibilities.

3. risk prevention

In addition to legal risks and responsibilities, corporate brand sales certification and market position certification services also have other risks that need to be effectively prevented. The following is an analysis of possible risks and precautions from both the service provider and service recipient perspectives.

(I) Service Provider

Service providers are institutions or individuals engaged in the certification of corporate brand sales and market position certification services, and the main risks they face are:

Data risk. Data is the basis of certification activities, and the authenticity, accuracy, completeness, timeliness and comparability of data directly affect the quality and effect of certification activities. If the data source is not reliable, data collection is not standardized, data processing is not scientific, data analysis is not objective, data presentation is not clear, may lead to data risk, thus affecting the credibility and effectiveness of certification activities.

Technical risks. Technology is the guarantee of certification activities, and the advancement, applicability, stability and safety of technology directly affect the efficiency and effect of certification activities. If the technical level is not high, the technical equipment is not perfect, the technical method is unreasonable, and the technical loopholes are not repaired, it may lead to technical risks, thereby affecting the quality and effectiveness of certification activities.

Personnel risk. Personnel are the main body of certification activities, and the quality, ability, attitude and behavior of personnel directly affect the fairness and effectiveness of certification activities. If the personnel do not have the corresponding professional knowledge, skills and experience, the personnel do not abide by the corresponding professional ethics, norms and systems, the personnel do not perform the corresponding duties, obligations and responsibilities, and the personnel do not maintain the corresponding independence, impartiality and scientificity, personnel risks may be caused, thus affecting the credibility and effectiveness of certification activities.

Market risk. The market is the environment of certification activities, market demand, competition, changes, rules, etc. directly affect the development and prospects of certification activities. If the market demand is not strong, the market competition is unfair, the market changes are unpredictable, and the market rules are not perfect, it may lead to market risks, thus affecting the income and sustainability of certification activities.

In order to prevent these risks, service providers should take the following measures:

Strengthen data management. The service provider shall establish and improve the data management system, standardize the data source, collection, processing, analysis, presentation and other aspects, ensure the authenticity, accuracy, completeness, timeliness and comparability of the data, and improve the quality and effect of the data. The service provider shall also check, evaluate, update and optimize the data regularly, find and solve the data problems in time, and improve the reliability and validity of the data.

Raise the technical level. The service provider shall continuously introduce, innovate and apply advanced technology, improve technical equipment, methods and systems, ensure the advancement, applicability, stability and safety of the technology, and improve the efficiency and effect of the technology. The service provider shall also regularly test, maintain, upgrade and improve the technology, find and solve technical problems in time, and improve the reliability and effectiveness of the technology.

Cultivate the quality of personnel. The service provider shall strengthen the recruitment, training, assessment and incentive of personnel, ensure that the personnel have corresponding professional knowledge, skills and experience, and improve the ability and level of personnel. Service providers should also strengthen the education, management, supervision, punishment, etc. of personnel, ensure that personnel abide by the corresponding professional ethics, norms, systems, etc., and improve the attitude and behavior of personnel.

Observe market dynamics. Service providers should pay close attention to market demand, competition, changes, rules, etc., and adjust their service content, methods, prices, strategies, etc. in a timely manner to ensure that their services meet market requirements and expectations, and improve the attractiveness of their services. Competitiveness. Service providers should also actively participate in market communication, cooperation, innovation, regulation, etc., and contribute to the development and prospects of the market.

(II) service recipient

Service recipients are companies that entrust or purchase corporate brand sales certification and market position certification services, and the main risks they face are:

Select risk. Choice is an important decision that the service recipient needs to make before purchasing the service, and the rationality, correctness and appropriateness of the choice directly affect the value and effect of the service. If the selected service provider does not have the corresponding qualifications, capabilities, reputation, and the selected service content, method, price, duration, etc. do not meet their own needs, budgets, goals, etc., it may lead to selection risks, thereby affecting service satisfaction And benefits.

Use risk. Use is an important behavior that the service recipient needs to do after purchasing the service. The rationality, correctness, and appropriateness of use directly affect the value and effect of the service. If the results of the service used are untrue, inaccurate, incomplete, untimely and incomparable, the service suggestions used are unreasonable, infeasible, ineffective and unsustainable, and the service methods used are not standardized, illegal and non-compliant, it may lead to the risk of use, thus affecting the reputation and effectiveness of the service.

Spread risk. Communication is an important behavior that service recipients need to do after using the service. The rationality, correctness, and appropriateness of communication directly affect the value and effect of the service. If the disseminated service results are untrue, inaccurate, incomplete, untimely, and incomparable, the disseminated service recommendations are unreasonable, infeasible, ineffective, and unsustainable, and the disseminated service methods are not standardized, illegal, and non-compliant, All may lead to communication risks, thereby affecting the influence and sustainability of the service.

In order to prevent these risks, service recipients should take the following measures:

Choose your service provider carefully. Before purchasing the service, the service recipient shall fully understand, compare and evaluate the service provider, select the service provider with corresponding qualification, ability and reputation, select the service content, method, price and deadline that meet its own needs, budget and objectives, and avoid choosing inappropriate or unreliable service providers.

Fair use of service results. After purchasing the service, the service recipient shall carefully check, analyze and evaluate the service results, use true, accurate, complete, timely and comparable service results, use reasonable, feasible, effective and continuous service suggestions, use standardized, legal and compliant service methods, and avoid using untrue or unreasonable service results.

Proper dissemination of service results. After using the service, the service recipient shall reasonably display, publicize and promote the service results, disseminate true, accurate, complete, timely and comparable service results, disseminate reasonable, feasible, effective and continuous service suggestions, disseminate standardized, legal and compliant service methods, and avoid the dissemination of untrue or unreasonable service results.

4. service quality

Service quality is an important index to measure the enterprise brand sales certification and market position certification service, and the service quality directly affects the value and effect of the service. The evaluation of service quality mainly includes the following aspects:

The professionalism of the service. The professionalism of the service refers to whether the service provider has professional knowledge, skills, experience, etc. that match the service content, whether it can follow national standards, industry standards or other regulatory documents, as well as certification rules and certification procedures. Whether it can carry out certification activities fairly, scientifically and effectively, and whether it can issue authoritative and reliable report documents, evaluate the sales, share and other indicators of a particular product or service in the customer's industry in a particular period of time, and give corresponding recommendations.

Timeliness of services. The timeliness of the service refers to whether the service provider can complete the service content within the agreed time, whether it can respond to the customer's needs, questions, opinions, etc. in a timely manner, whether it can provide service results, suggestions, feedback, etc. in a timely manner, and whether it can handle the service in a timely manner Problems, disputes, complaints, etc.

satisfaction of the service. Service satisfaction refers to the customer's recognition of the service content, method, price, duration, etc., whether it meets the customer's needs, budget, goals, etc., whether it meets the customer's expectations, requirements, standards, etc., whether it exceeds the customer's imagination, wishes, ideals, etc.

Effect of service. The effect of the service refers to the degree to which the service improves the customer's brand image and market competitiveness, whether it can help the customer improve the brand image and market competitiveness, whether it can help the customer increase sales, share and other indicators, whether it can help the customer enhance the cognition, trust or preference of consumers or other stakeholders.

Continuity of service. Service continuity refers to whether the service can provide long-term and stable services to customers, whether it can be adjusted and optimized according to market changes and customer needs, whether it can provide customers with subsequent service support and guarantee, and whether it can provide customers with continuous service value and effect.

In order to improve service quality, service providers and service recipients should work together to establish good communication, collaboration, trust, evaluation and other mechanisms, continuously improve and optimize service content, methods, prices, deadlines, etc., and enhance the professionalism of services. Timeliness, satisfaction, effect, continuity, etc., to achieve a win-win and win-win situation for services.

5.Conclusion

Enterprise brand sales certification and market position certification service is a professional market research service, which aims to help enterprises enhance their brand image and market competitiveness. Through comprehensive evaluation and optimization of the authenticity, compliance, effectiveness and sustainability of brand sales, enterprises are provided with authoritative brand sales certificates and suggestions. In this paper, from the legal norms, risk prevention, service quality and other aspects, the enterprise brand sales certification and market position certification services are analyzed, and put forward the corresponding suggestions. It is hoped that this paper will be helpful and enlightening to the institutions or individuals who engage in or need such services.