Yueda Kia New Energy Vehicle Brand Competitiveness Evaluation Research

In the study of this thesis,the Yueda Kia Company,Based on the research and analysis of the brand development status of the new energy vehicle industry,PEST model and Porter five force model are used to analyze the brand competitiveness of Yueda Kia new energy vehicles.Combining the analysis of literature research,related concepts and theoretical basis,on the basis of scientific objectivity,systematic comprehensiveness,operability and comparability,and the principles of combining quantitative analysis and qualitative analysis,The construction of Yueda Kia new energy vehicle brand competitiveness evaluation system of four level indicators,fifteen level indicators,the Yueda Kia enterprise new energy vehicle brand competitiveness is divided into market competitiveness,product competitiveness,consumer competitiveness and resource competitiveness of four different level indicators,Then level index specific refinement,and through the quality of the product,the price of the product,product utility,product packaging,market share,revenue growth,profit growth,the government support policies,vehicle,production technology,related association support,consumer brand awareness,consumers to brand reputation,consumers to brand loyalty and consumers to brand lenovo different secondary index evaluation.The Delphi method and hierarchical analysis method were applied to analyze the corresponding weight of the brand competitiveness evaluation index of Yueda Kia new energy vehicles.Combined with the evaluation results of its evaluation index system,the thesis analyzes theshortcomings of the brand competitiveness of Yueda Kia new energy vehicles,puts forward targeted suggestions,and combines the product technology innovation,brand positioning and marketing promotion,and improves the new energy vehicle product types of Yueda Kia Company.This thesis combines the current new energy automobile industry competition is fierce,to yueda kia new energy automobile brand competition,the relevant methods can give industry enterprises as a reference,help related enterprises combined with the characteristics of their own brand competitiveness evaluation,can through the discovery and improvement,so as to further improve the enterprise brand competitiveness,provide the brand planning and development of lasting power.