A Study Of Brand Competitiveness Of China’s Auto Companies Evaluation System

With the rapid development of economic globalization, the competition of theproducts has performed more for the brand, and brand competitiveness has becomethe embodiment of comprehensive strength, the same for China’s auto enterprises thatthe brand value is directly reflected. In2004, the "Automobile Industry DevelopmentPolicy" proposed the brand strategy, marking China’s auto companies have begun toenter the era of brand competition slowly, at the same time brand building has madegreat achievements. However, China’s automobile brand building is still in theexploration and learning phase, between the competitiveness of China’s automobilebrand and foreign brand, there is still a considerable gap, the industry’s level ofdevelopment of the brand to be improved. Therefore, in this paper we take theautomotive industry in China as the research object. The author reviews the researchliterature, summarized the factors which influence the auto enterprise’s brandcompetition, interview and survey the auto industry companies. According toreferences and results survey, make out22identified indicators of the automotiveindustry enterprise’s brand competition initially. In order to prove the validity of thepreliminary identification indicators, the author designed a questionnaire andinvestigating. Given valid data, we do discriminant analysis, correlation analysis,factor analysis and reliability analysis and a series of statistical analysis by usingSAS9.0and SPSS17.0statistical software, excluding invalid indexes. Combiningsubjective and objective, the author uses AHP to calculation the weight, which isscientific and rigorous. The author uses AHP method to distinguish the automotiveenterprises’ brand competition in China as an empirical research. This study broadensthe perspective of brand competences research, and enriches the industry connotationof the brand competition. This paper investigates the factors which influence theautomotive enterprise’s brand competition, and identify the brand competition of theautomotive enterprises in China by the identification system. This is helpful for theautomotive enterprises in China recognizing and improving their brand competitionwithin the industry.