Research On BYD Auto Brand Equity Evaluation And The Security Measures Of Value-added

In the early21st century today, China has become an important part of the globalautomotive industry chain. Nomatter manufacturing or consumptions,China plays animportant role in the global automotive industry. Since2002, China’s auto industryhas begun enter the explosive growth stage, especially the price of private cars canalready be accepted by ordinary urban families. Gradually rising demand for cars hasbecome the driving force behind the development of China’s automobile industry. In2009, China replaced Japan as the first position in the world’s automotive industry.With the country under the expanding domestic demand, adjusting structure,promoting a series of policies and measures, China’s auto industry keeps a steady andrapid development in general. With rapid growth in car sales, independent brandmarket share increased, the gradual recovery of import and export trade, a new batchof own brand car companies grow, increasingly competitive domestic auto brands.Since2012, China’s auto sales market is keeping a steady growth in general,theoverall economic benefits of the automobile industry chain is better, but the largermodels of various types of growth, market concentration further increased.Because of Chinese automobile market is not mature, Chinese independentbrand automobile manufacturers’s brand awareness is weak.The independent brandcar manufacturers tend to focus on sales, ignoring the value and connotation of thebrand of its own. When building a consumer relationship without a goodunderstanding and meet consumers’s demand for the material and spiritualdimensions. At the same time, in the aesthetic aspect of the brand, Chinese carmakersare not good reference brand asset management mode of the foreign capitalenterprise.China automobile industry has become an important part of the globalautomobile industry, the next ten years will be the golden period of Chineseautomobile industry, the automobile industry has completed the process from small to large, from weak to strong gradually realize great leap, this will give the independentbrand automobile factory business provides many opportunities. But at the same time,China’s auto market is not only a rapid development, but also the quickly changingconsumer demand. For independent brands,is a major challenge in such a marketenvironment. So for China’s automobile industry, the next ten years will be the goldenten years, the independent brand will be completed from the "China manufacturing"to "create the Chinese". It is expected that by2020, Chinese automobile market salesvolume is expected to more than half the global total car sales to occupy, would beabout two times American market sales. Chinese automobile market prospect is verywide.Under this background, this paper takes Byd Automobile Company Limited asthe object of study, using the basic theory of strategic brand management, marketingmanagement, analysis and evaluation BYD automobile brand assets, using the SWOTanalysis method to analyze the current BYD car brand in the market environment,fixed position. Research BYD automobile brand how to find consumer basedpositioning in rapid development and changes market, and try to find a way toincrease the BYD automobile brand value, make it become one of the most influentialbrand of car of domestic and international.By the research of this thesis, a preliminary to BYD automobile brand asset isevaluated, and put forward a series of suggestions for the future BYD brand strategy.This paper puts forward a solution to the BYD brand management currently existproblems, combined with the development strategy of BYD and makingcorresponding to the long-term brand management strategy.