E Joint Venture Auto Brand Competitiveness Study

Since 2008,under the impact of the economic crisis,global automakers have entered a cold winter.Major auto companies have fallen into huge losses.They either intend to declare bankruptcy,pray for mercy of the government,or the acquisition of other newcomers waiting directly.However,the Chinese market maintained its strong momentum with the government's protection and the domestic auto market.On this basis,under the guidance of the government,major joint ventures have launched their own joint-venture brands after 20 years of market-changing technologies in China's auto industry,but only in the case of fattening major joint ventures.However,the reality But it is the major joint ventures cringed,with the complete independence of Dongfeng Nissin,joint presence of an autonomous presence continued to decline.As early as 2007,Company H set up the first joint-venture automobile research and development company in China.As of 2011,as many as 10 joint-venture auto companies in China established independent R & D centers or R & D centers as of the policy,and entered the stage of the outbreak of joint-venture proprietary brands.However,there are still significant gaps in the core competitiveness of joint-venture independent brands such as core technology research and development,brand building,marketing network scale and multinational group management.How to break through the bottleneck in the industry and realize the leapfrog development of the core competitiveness has become a major issue facing many automobile enterprises,especially their joint venture brands.This article is based on the above background,through the study of H company R & D company's E brand market status quo,combined with the H company and its R & D company's actual situation,analysis of joint ownership is how the rise from decline to decline.It is proposed that the automobile R & D enterprises should not only consider the macroeconomic environment when formulating and implementing the brand building and development direction,but also consider macroeconomic policies and enterprises' own characteristics and resources to analyze how E-JV brands should enhance their competitiveness.This not only has important theoretical value,but also has practical referential significance to China's commitment to automotive R & D enterprises.This article first introduces the development of joint-venture automobile enterprises in China and analyzes the development of joint-venture independent brands from the aspects of production and sales volume and market.The second part of the paper analyzes the joint-venture independent brands and establishes the index system of the comprehensive evaluation of the industry;grading the index system of the joint-venture independent brand R & D company / center through the hierarchy structure method,and then determines the weight proportion of each index through the sequence relationship analysis,Through the comprehensive evaluation model,calculate the evaluation scores of five joint venture brands including E brand research and development company.At the end of the dissertation,through the diagnosis and analysis of the competitiveness of the E brand research and development company,it finds out the disadvantages of E brand's sales revenue,technology investment,product orientation and development model.In the light of the above,this paper puts forward the corresponding strategies such as R & D localization,Innovation,optimization of organizational structure and optimization of product positioning strategies in order to enhance the competitiveness of E brand.