Development Study Of Automobile Self-leading Brand In China

More than twenty years after Revolutionary and Openning of China, auto industry in China has self-leading makes of car. Maybe the strength of these makes is still weak, but they are growing up. They will become giants some day. In the process of growing up, Chery and Jili have hold up the flag of national car. Even many giants like GM Motor cannot look down on it.A brand based on market is promises for a product's capability, quality and service. Up to now, well-known automobile brands are accounting for four percent of two hundred far famed brands in all country. Meanwhile, after going into WTO, a great set of foreign automobile enterprises possessing good quality, favorable capability, well service will enter into our country and bring a fire-new idea of brand for our domestic consumers. No doubt, that will not only greatly impact on our domestic automobile enterprises, which don't have the capability of independent exploitation and the consciousness of brand which can drive and prompt development of automobile industry. So, during the crucial period, our country needs urgently brands of great competitive power, which can drive and prompt development of automobile industry.This paper, starting with the analysis of brand and combining with the theory of strategy management, regarding carmakers as object, depicts development panorama of domestic automobile industry and provides some simple thoughts about breeding and developing self-leading automobile brand in our country, through studying problems relating to self-leading automobile brand. It is the primary studying intention that upgrades core competency of domestic automobile enterprises and impels development of automobile industry, recurring to putting forward some related tactics of breeding and developing automobile brand in our country. The paper's meaning consists two points: the first, it makes enterprises attach importance to automobile brand in consciousness and know it afresh; the second, it advances some operational tactics by demonstration analysis, which can be used for reference by enterprises and industry.Research methods used in the paper are primarily demonstration analysis and comparison analysis. Anticipative research fruits of the paper involve: (1)seedtime and actuality analysis of automobile self-leading brand in our country; (2)mode-comparison of automobile brand in different countries(American, German, Japan, Korea);(3)key factors of affecting our automobile brand development;(4)tactics and countermeasures of cultivating automobile brand. Innovations of the paper rest with: (1)research content, i.e. having a all-around research of breeding automobile brand and coming into being strategy system;(2)research purpose, i.e. studying how to forge competitive automobile brand can drive industry development;(3)research angle, i.e. knowing and analyzing automobile industry in virtue of brand.