| As we all know, the degree of quasi-quality becomes higher and higher with the perfection of product design and techniques. The former production relationship starting with products has changed into integrated organization with the center of brand. Brand strategy has become the focus of companies and remained the most valuable asset to keep companies from market competition.At present, well-known auto brands take up 2 percent of the total 200 national well-known brands. This phenomenon is obviously unfavorable for protecting auto intellectual property in the market economy. Brand is a promise for product capability, quality as well as service made on the basis of market. If we cannot nourish our own brands, we can only help foreign auto companies to grow up by attaining our capital and wide market. Therefore, based on the brand development, this dissertation puts forward some questions that should be considered when our domestic companies decide to choose their brand-developing mode, by doing a research on brand-developing modes of foreign auto manufacturers.This dissertation will be divided into four sections. The first section is a general introduction on its background, structure arrangement and significance of the research. The second section is an analysis on the brand-developing modes of foreign auto manufacturers, including the general introduction on foreign auto manufacturers, the establishment of their brands, and the analysis on their developing modes. The third section is a research on our domestic auto manufacturers'brand-developing modes, including the directing thought of our domestic auto manufacturers, their basic modes, their choice and their strategy to grow up their brands. The fourth section will focus on a typical domestic auto manufacturer, i.e. FAW, including the general introduction, the current situations as well as some considerations on its brand-developing mode.Nowadays, several questions exist in the domestic brand developing process:... |
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