Research On Product Platform Development Of Chinese Independent Brand Enterprises

About the background of the paper: the automobile industry is the strategic industry which the major powers pay attention to,and it is also the pillar industry in the economic structure of our country.At present,China has become the largest single market of automobile production and sales in the world,but the development status is "big but not strong",which is concentrated on the comprehensive competitiveness of the independent brand.It has become a common problem in the survival,development and expansion of China's independent brand automobile enterprises how to improve the quality and increase efficiency.Because of the early participation in the global competition,so the mainstream foreign car enterprises have long been faced with similar problems.Today,although various enterprises have taken various measures to deal with,they all attach great importance to the strategic tools of the platform.After decades of practice,foreign mainstream enterprises have accumulated two positive and negative experiences in the direction of platform.In-depth study of the platform process of foreign enterprises has a very important and practical significance in guiding the specific practice of Chinese enterprises.About the purpose of this paper: This paper aims to observe the development process of different mainstream vehicle companies abroad,to study the commonalities and differences in the process of platform development,to summarize the general rules,and to provide theoretical support for the practice of independent brand platform.About the study of literature: this thesis writing process found in domestic and foreign academic discussion about the car platform relatively limited press views not system,in order to analyze the full,comprehensive survey of the development process of the six foreign mainstream business platform,and combined with the individual in the enterprise practice discussion.About the purpose of this paper: in order to clarify the confusion,this paper clarifies the definition of universal platform,modular product platform,modular platform,platform,the platform of the advantages and disadvantages,and discusses the advantages and disadvantages of mutual transformation conditions.About the analysis method: This paper adopts the qualitative and quantitative analysis method.The qualitative analysis process is: from the four internal and external factors of "environmental factors","economic factors","technical factors" and "organizational factors",we analyze the main points that influence the platform.The process is: through quantitative analysis based on actual observation assumptions to demonstrate the platform assignment path "platform" and "modular platform","platform" of three typical parts and special effects,and through a typical independent Brand Company practice process of data analysis and the generalized utility,comprehensive description of the process Chinese independent brand enterprise platform practice should follow the route and avoid problems.About the conclusion of the paper: This paper provides six suggestions for the development of China's enterprises from the perspective of value judgment,development path and implementation points.