Study On Self-owned Brand Of Chinese Automotive Parts Enterprises

Nowadays compete is intensified in market, products are almost same. So now brand compete is already coming in companies. Power of brand compete includes advantages of resource,ability,technology,management,marketing and human resource. It is important that company products can create most profit for the company by these advantages of competes. Now China has been a big country of automobile parts, but it is not a strong country. If we want to build up strength of companies of automobile parts and accelerate companies to develop, we must develop the way of self-owned brand. So how to build, manage, maintenance, and develop self-owned brand is attended abroad.The development of automobile industry take well foreground for automobile parts industry., but the history of automobile parts industry is very short, especially research of self-owned brand. Many companies of automobile parts are short of understanding for how to build up, how to manage and maintenance to brand. Some companies made mistakes on brand stratagem. I analyzed the reasons the mistakes and took out countermeasures in this paper, and the paper have strong gist of theory and practicality value.First, I summarize brand and self-owned brand in the paper, Brand is a long investion, it is an especially business. Building of brand has integrated system. Correct decisions and actions are needed in very process, such as research, production, marketing and service. Characters of brand decide that building of brand is a long project. It need that companies operate by stratagem ways. It is not short time of actions. This is not correct if we breach the principle and it must fail in market. So if we want to build up brand, we must operate by stratagem ways, and the same time, building of brand is relate with very field in marketing. The process of building of brand has eight important factors: quality, serve, appearance, culture, management, innovation, advertisement. Brand building of companies need strengthen relation on the eight factors.Self-owned brand is not a definitude definition. But definition of self-owned brand is the one of self research and self-owned intellectual property rights in public .Before innovation and opening, our companies and consumers knew a little of brand, since innovation and opening, Chinese self-owned brand develop very fast, people are cognizant of importance of brand .Base working of building of self-owned is strengthened, and build up system of support policy and work mechanism. Force of famous brand is more and more big and innovation ability is improved. These social environment provide good conditions for industry of automobile partsAutomobile parts industry is fully analyzed on third chapter of the paper. First nodulus analyzed types of automobile parts companies in our country. One of types is the companies that depend on big automobile companies. One of type is companies owned country. One of types is personal companies. One of type is some of small companies. Second chapter analyzed history of automobile parts industry development.The third chapter analyzed problems of automobile parts of our country by current conditions at home and abroad. The last chapter analyzed one example.The fourth and fifth chapters are main parts in the paper. First SWOT way is explained in the fourth chapters. And then I analyzed that which advantages and disadvantages there were by SWOT way in automobile parts companies of our country. Our companies pay attention to self-owned brand very much by research. But they puzzled to how to build up self-owned brand, because these companies absent of experience and capital. They have many mistakes on how build up and maintain self-owned brand. One of mistakes is that they know a little of brand. One of mistakes is that they know that brand can work in a short of time. The third mistake is that building up brand is not related with other companies.The fifth chapter is that countermeasures were analyzed on building of self-owned brand of automobile part companies. At the same time, a good way was found on self-owned brand by the mistakes. One of ways is that the government must support the companies, and provide good conditions. Second way is that tactics management turn stratagem management. Third way is that building of product brand turn building of companies brand. The fourth way is that companies need take union and internationalization strategy. The fifth way is that companies strengthen relation among brand, quality, culture, service, innovation and management.At the article the research topic is new in that it attaches great importance to the brand awareness of automobile parts industry, viewpoint is new in that the thesis studies the development of independent national brand from brand marketing management process which is of great practical significance for the present automobile parts industry in China.