Research Of Auto Enterprises' International Competitiveness

This paper, based on the brand competitiveness, aims to study international competitiveness of Auto enterprises. It analyses the effect of brand on international competitiveness of enterprises by summarizing the previous researches about brand competitiveness and international competitiveness of auto enterprises, then it evaluates the international competitiveness of typical Auto enterprise by building the correlation model of brand and international competitiveness. First, the article focuses especially on the internal and external factors which affect the international competitiveness of automotive companies and builds the evaluation index system of international competitiveness which includes five primary indicators and twenty-two secondary indicators.Secondly, the article determines the weight formula of each indicator by AHP. Brand management and international market forces account for 22%, which are the highest proportion of international competitiveness of automotive companies. Brand positioning, Brand awareness, Brand reputation and Brand loyalty are used to evaluate the Brand management, which account for 5.28%, 5.72%, 5.72%, 5.28% of international competitiveness of automotive companies.Thirdly, the article evaluates international competitiveness of Toyota, Mercedes, BMW, Volkswagen, GM, FAW, Dongfeng by consulting national Automotive Industry Yearbook and the annual reports, the result is Toyota scores highest and there is a big gap between Chinese auto enterprises and others.Finally, the article proposed some recommendations to improve the international competitiveness of China's auto enterprises. According to the empirical analysis, China's auto enterprises should pay attention to quality supervision and technological innovation, enhance brand image and improve our global marketing strategy to enlarge the international competitiveness of enterprises.