A Study On The International Competitiveness Of Automobile Brand In Our Country

With the stronger economic globalization, automobile industry has become a pillar one of the national economy. The foreign trade proportion of Auto products is rising. However, due to the junior development of China's auto brands, to a large extent, depending on the government protection policy, due to weak independent R&D, and due to the inexperienced management, the international competitive power of China's automobile brand is weak. Based on the basic theory of brand international competitive power in western theory, the thesis uses the constructed evaluation system of brand international competitive power indicators, to analyze the brand development and problems. Also, it contrastively analyzes the gap between foreign brands and ours, adopts the mainstream method to make SWOT analysis of the international competitive power of chinese automobile brands, and suggests the effective solutions to improving the brand international competitive power.Chapter I describes the basic theory of the brand international competitive power. Firstly, it introduces the origin and development of basic theory, and then, brand theory and the theory of the brand international competitive power, including the origin and basic meaning of brand , international competitive power and significance. It discusses the development of international competitive power length by length. When introducing the meaning of international competitive power, it focuses on the enterprises'international competitive power, which contributes to a better analysis of the factors of brand international competitive power. There are two authoritative definitions of enterprises'international competitive power. One is from World Economy Forum (WEF). The other is from Michael Porter. Enterprises'international competitive power is the ability to compete in international market with global strategy. It further expatiates on the three main points of enterprises'international competitive power: ability, resources, and market structure.Chapter II that builds the evaluation system of brand international competitive power indicators by basic theory. And there are three parts in the evaluation system. Brand international competitive power refers to the overall image characteristics which make enterprises'brand continuously get market recognition and consumer support more effective than others in international market. It regards the enterprise brand image as the core, the international market as competitive platform, and is the effective integration of image elements such as enterprise brand strategy, management mode and technical line, brand culture and information support. Enterprises'brand international competitive power is a complicated evaluation system including brand basic ability, brand management ability, and brand marketing ability. And the common evaluation methods of international competitive power are: the level analysis and the comprehensive evaluation.Chapter III contrastively analyzes the international competitive power of our auto brands. As the limited length, it takes the car brand as the representative, introducing the stages of development of China's own auto brand. By analyzing the competitive power of foreign auto brands, it is easy to see that there is a big gap between China's auto brands with other nations'in auto enterprise scale, brand benefit, brand awareness, independent research and development capabilities, brand management concepts, and so on. Further research is a current mainstream method of analyzing enterprises'international competitive power—SWOT analysis—to analyze the international competitive environment of our car brands: Powers'market advantage, labor cost advantage, stronger overall manufacturing capability, a relatively sound service system, the long-term development basis of joint venture brands. They are international competitive advantages of China's auto. Disadvantages can not be overlooked: the whole industry has neither the scale nor the economy, has weak independent research and development capacity, high cost, has no secure brand trade interests, and has old service ideas. Meanwhile, there are both opportunities and threats.Chapter IV suggests the solutions to improving the brand international competitive power. Through previous analysis, it is known that Chinese auto brand international competitive power is very weak with not only the enterprise factor but also the government factor. Therefore, we should draw on advanced foreign technology, management mode and experience; governments and enterprises should work together to forge independent auto brands with strong international competitive power.On the micro perspective, the auto enterprises should improve independent research and development technology, develop independent intellectual property rights, effectively use the station of enterprises as the carrier of technology development, introduce the engineers familiar with the joint venture management process, to cooperatively create the product development processes and design, test norms, and to gradually develop independent intellectual property rights database, which is the key point of forming the independent development ability. About strengthen brand management, the first is establishing a strong brand management team, the second is establishing a rational system of brand management, and the last is determining the objectives of brand management. Establishing electronic information network system and joining the cooperation in nations contributes to joining the technology, resources, products and marketing of cooperation in nations, to conveniently understanding international practices and market rules, and to enhancing international competitive power of own brand.On the macro perspective, the government should vigorously support and improve relevant legal protection for its development: above all, it should make best use of WTO rules to develop foreign trade, protect domestic auto industry, to improve international competitive power of independent brand. It takes"protection"measures, flexibly use tariff quota system and formulate mandatory technical regulations appropriating to us or green technical regulations. Secondly, it strengthens legislation and law enforcement supervision: international trade rules and the state's policies and laws support is one of the key factors of the growth of enterprises brand. To adapt to the new situation of joining WTO, Chinese government should establish a series of laws, regulations, and policies with mutual coordination. It clears our overall overseas investment strategy, the basic policy, the management system and service system of Chinese government, enhances the transparency of the government. The state should accelerate amending and improving the foreign trade laws and regulations, strengthen the government's enforcement of environment management, punish the violations of environment regulations and strengthen social supervision. Finally, the state should give benefit to domestic auto enterprises with independent development in terms of tax and charges. In addition to the direct tax relief on its independent development product and investment, all vehicle tax policies should support the independent development with different treatment principle.In short, China, as the large auto trade nation in the world ,we should take a more positive attitude to face the fact that auto brand of China international competitive power is weak, use the advanced technology and foreign capital, and play the advantages of independent brand. The government should give protection for enhancing brand competitive power from the macro perspective. Consequently, it makes full use of WTO rules and actively absorbs advanced foreign technology and management, makes effort to improve independent research and development capabilities, formulates effective policies, constantly enhances the brand international competitive power, and strengthens independent brands. China's auto industry development can be forecasted: to become the world auto manufacturer basing on the development cooperation, with international competitive power of independent brands .