Research On Brand Premium Of SUV Based On TBCI

At present,China is the largest automobile market in the world,but the market share of self-owned brands is less than 50%,which shows the strength of its automotive industry and the status of the automotive consumer market are very incompatible.However,in the passenger vehicle market,China's self-owned brands of SUV account for 61%of the market,and the edge is obvious.However,the price strategy is still the main competitive mode of the self-owned brand currently.With the maturity of the SUV market,price competition is doomed to be unsustainable.At present,the growth rate of SUV market is slowing down,and self-owned brands need to change their competitive strategies.This paper analyses SUV products from the perspective of brand economics,and evaluates them with ten indicators of Brand Credit Index(TBCI),finds out the shortcomings in brand building,and puts forward relevant suggestions.The paper consists six Chapter.Firstly,the background and significance of the topic,research ideas and framework,research methods and innovations are explained in the first chapter.The second chapter of the literature review combs and summarizes the existing research on brand premium,automobile brand and automobile product pricing.The third chapter conducts a questionnaire survey on consumers' willingness to purchase SUVs,explores the willingness of consumers to purchase SUVs and the impact of car logos on consumers' purchasing behaviors,and gives weight to the nine indicators of TBCI.The fourth chapter introduces the brand variable into the automobile product pricing model and analyzes the influence mechanism of the brand on the product price and profit level.The fifth chapter estimates the brand credits and brand premium of Toyota C-HR and Baojun 510 through TBCI,and conducts comparative analysis according to specific indicators.The sixth chapter summarizes the research conclusions and puts forward prospects.Based on the perspective of brand economics,this paper innovatively introduces the brand factor into the pricing model of automobile products.Through qualitative analysis,it sums up the respective mechanisms of the brand's role in the incumbent and the newly entered followers,and gives the brand a premium economic meaning.In reality,the success of different cars of the same manufacturer in the market is different,which means that there are certain differences in brand credits of different cars.This paper innovatively focuses on automobile rather than automobile manufacturer.On the one hand,the brand credit is more accurate.On the other hand,it is more practical to study the brand credit of the car,which can provide reference suggestions of brand building for car manufacturers when they launch new products.