Research On Construction Of Self-owened Brand In Joint-venture Passenger Car Company Of China

With China’s rapid economic and social development, people’s living standards have markedly improved, The passenger car has entered the consumer family. However, China’s automobile industry has experienced20years of development, China’s passenger car brand construction pace is slow, lack of competitiveness due to international and domestic. In recent years, China’s passenger car brand from scratch and continue to grow and develop, has attracted many joint venture car companies have to carry out the construction of independent brands, the joint venture company independent brand also is in ceaseless development. According to "China’s passenger car joint venture titled as" Research on the construction of independent brands, to explore China’s passenger car joint venture company independent brand was born, development present situation, the existence question and the reason, and the future development ideas, for China’s passenger car brand construction to provide the theory basis for the. It has certain theoretical value and practical guiding significance of this paper.It consists of five parts. The first part, China’s passenger car joint venture company independent brand development. The development of independent brands, including a track car joint venture, China’s passenger car joint venture brands market positioning, market share, spatial distribution, cost efficiency and technical level of the five dimension analysis, the existing problems and the reasons of the joint venture company independent brand construction. The second part, the necessity of China’s passenger car of the joint venture company independent brand construction. China’s passenger car joint venture independent brand construction is an inevitable trend in the development of automobile technology, the independent brand construction is the route one must take passenger car joint venture enterprises, the independent brand construction is the inevitable choice of passenger car industry development, the independent brand construction is the inevitable development of social consumption level of history, the independent brand construction is the need of national economic security. The third part, China’s passenger car joint venture company independent brand development ideas. Mainly includes the selection of the guiding ideology, development goal, the path of the construction of passenger car joint venture the construction of independent brands. The fourth part, China’s passenger car joint venture company focus on independent brand construction. Clear market positioning, build two innovation platform, establish and improve the three mechanisms. The fifth part, countermeasures of China’s passenger car joint venture the construction of independent brands. Enhance the training of innovative talents, to increase the independent brand construction investment, strengthen the research on technological innovation, strengthen the government policy guidance.In the process of writing this thesis to read a lot of information and journals, try to deeply study the problems related to the construction of independent brands car by the joint venture company, and made a number of research results. However, due to limited time and ability, the data support the view of demonstration, there are still many deficiencies, need to further study in the future long-term system.