The Research Of Enhancing The Competitiveness Of China-made Car Brands Based On The Customer Delivered Value

The automobile industry plays an important role in the national economy and socialdevelopment, it is an important pillar industry of China’s national economy, and it is aimportant symbol to measure a country ’s comprehensive economic strength.Car occupiesan important position in the whole auto industry, as the competition is more and moreintense, China-made cars suffered great impact and challenge continuously in thedevelopment.Car industry competition is the competition of the brand, however there isstill a big gap between the China-made car brsnd and the imported car brands.Soenhancing the competitiveness of China-made car brand is a serious problem.This issue surrounds the theme of how to enhance the competitiveness ofChina-made car brands,use marketing, brand management, management science,economicsandother knowledge, let the customer delivered value as the foothold and combined with thepractice,use the comparative research method,investigation method and statisticalanalysismethod, normative research method, in accordance to ask questions, analyzeproblems,solve the problem,and get the conclusionofthe problems.Firstly, this paper summarizes the theory research results about the domestic andforeign scholars on the brand competitiveness and customer delivered value. Thenanalyse the relationship of the brand competitiveness and customer delivered value and obtainthe conclusion that improve customer delivered value is the key to enhancebrandcompetitiveness. It’s also laies a theoretical foundation for the study.Based on thereviewof the development of car industry in China, this article summarizes the currentsituationand the existing problems of China-made car brand competitiveness, and analysesthe existing problems from two aspects. Then the paper defined what the car customerdelivered value is. Then design and implement a survey about automobile delivered valueperception.Through the analysis of the result of this survey obtained the judgment aboutimportance and satisfaction of consumer demand for cars. Through the comparisonof customerdelivered value perception about the China-made car brands and foreign carbrands, this papersummarizes the value element that the China-made car brands need toimprove. At last, thispaper puts forwardthree principlesand five measures to enhancethe competitiveness of China-made car brands.