Evaluation And Analysis On Automobile Enterprise Brand Competitive Ability Of China

After more 50 years of rapid development, China's automobile industry has achieved eye-catching achievements, but the rapid growth of production and sales has not brought about the brand of automotive industry really strong. With the foreign car companies are entering the domestic market, the competition of the automotive industry has become increasingly fierce. China's automobile industry in order to survive in the competition and develop, it is necessary to change the traditional development strategy. To upgrade Brand competition and strengthen brand building have become a lot of automotive enterprises to strengthen the important strategic competitive advantage. Establishing a strong brand in China's automotive industry is to enhance their own quality, the only way to participate in international competition.The article studies on China's automotive brand competitiveness through literature, questionnaire method, AHP, fuzzy evaluation method and case analysis. The establishment of A set of evaluation index system was established by brand market power, brand management capabilities, technical competitiveness and the competitiveness of corporate culture, environmental competitiveness of the five secondary indicators, 21 three-tier indicators consisting of automotive brand competitiveness. According to case study on China's auto industry to evaluate the brand competitiveness, and put forward improvement measures and recommendations for automobile enterprises in China brand competitiveness of the weak links.It is lack of systematic research about the brand competitiveness in home and abroad at moment, the article researches the enterprise brand competitiveness is challenging. In this paper, through establishing automobile brand competitiveness evaluation system, using AHP and fuzzy evaluation method that combine comprehensive evaluation method of multi-attribute, multi-comprehensive evaluation of relevant factors, both objective things that reflect different levels of factors, but also to avoid factors too difficult to weight the distribution of the defects, to reflect the competitiveness of the automotive brand of the combined effect of evaluation better. I hope the research on the car brand competitiveness can to provide new ideas and methods for enhancing China's automotive brand competitiveness of enterprises.