Research On The Strategy Of Self-owned Brands Of Chinese Automobile

Automobile industry is one of the pillar industries in recent years to develop very rapidly of the national economy of our country. From production and sales the products concerned, we are already a big automobile industry country, but it have considerable gap between Chinese and others automobile industry. This is mainly manifested in the weak position of independent brands. Today, in the increasing competition market, how to reduce the gap between their own brands and foreign brands, and become the dominant market, and achieve our country by motor vehicles, motor vehicle Powers a fundamental shift in power has a very important practical significance.our country , automobile industry has been started in the 1950 ' s , it has been through repeatedly for more than 50 years development , in particular the reform and open policy has been implemented for more than 30 years , the automobile industry has obtained the huge achievement , it has become one of our country national economy pillar industries . In 2000 our country automobile volume of production and marketing broke through 2,000,000for the first time , in 2006 surpassed 7,200,000, were only inferior to US and Japan and was situated the third in the world .Although the development momentum of Chinese automobile industry by leaps and bounds, but in comparison with foreign countries, such as brand, technology or global awareness level there is still a big gap. In particular we are concerned, transnational automobile giant in order to guarantee the maximization of self-interest and investment in the smallest of the purpose of suppressing all to our country's national car brand. This situation, dances with Wolves, so that our country's local car brands facing a moment of survival and development of a severe test. For our country's automobile industry urgent need the rise of a powerful brand. Therefore, how to narrow our own brands and foreign brands gap, access to market competitive advantage of Chinese automobile industry has become a pressing problem. This is precisely the topic of this article, basic background and significance.The paper in consult a lot of domestic and foreign scholars in this domain correlation research foundation, utilizes enterprise strategy management, market marketing, brand study correlation theories, through qualitative, quota and comparative analysis, has systematically analyzed the questions and the difficulties in the self - owned brands development, putting forward some shallow ideas about how to develop and expand our country self - owned brands of passenger cars.In this paper, the significance of the automobile industry to proceed on the national economy, stressing the national automotive industry analysis at the country's economic structure indispensable important position, and then come to our country must be overcome to develop the importance of our own automobile brands. Next, the meaning of brands in-depth analysis, then from the relationship between consumer and the brands, due to how to be able to establish the success of a powerful national brand. Recalling the establishment of the new China, Chinese first fully autonomous vehicle "Liberation" brand line from Changchun to the reform and opening up 30years later, suchlike Chery, Geely, etc. A large number of independent brands have gradually grown up, Chinese autonomous vehicle brand from scratch and from small to big to strong course. Enumerate the different ways to development in our country to develop our own brands and the necessary capacity. From among find a way that is truly consistent and characteristics to our country's automobile industry development. Finally, pointing out that only the growing automobile industry in science and technology, strengthen own R & D capability, the introduction of advanced talents, in order to really achieve the set objective of outstanding national brand.In this paper, there is a shortage about enhance customer value in the cultural values, in particular, how the core enterprise of Chinese automobile with upstream suppliers and downstream customers looking for value, spiritual or cultural common ground, common to shape the brand and enhance the competitiveness of brand culture. The future of brand value creation process, we should be more emphasis on the cultural value of the brand and the spirit of value creation in order to enhance the value of customers, so that our country will has a stronger brand car at brand competitiveness.This topic automotive own brand in the business community and academia are much hubbub, about the research our own brands and styles, many literature thesis on the author's writing provides a lot of help, but at the same time for the thesis of innovation is also an enormous challenge. Independent brand strategy involves many fields of research, both macro-areas, and micro-areas, namely the application of management theory have also developments in the automotive industry analysis. With the deepening of writing, I felt my limited, inadequate capacity of the management and in the automobile industry. At conception, structure and strategy of analysis this thesis inevitably has many unsatisfactory place, so I hope your criticism and correction.