Research On Chinese Self-owned Auto Brand Building On The Basis Of The Value-chain Theory

The automotive industry is a pillar industry of China, playing an important role in advancing the growth of the whole national economy. As Chinese per capita income rise sharply in recent years, cars have begun to enter the family, Supported by the government sector policy, the auto industry has enjoyed a high growth rate for several years, and in 2009 the Chinese total automobile production sales volume has out stridden the United States, China has become the world's largest automobile production sales volume state. However, because of Chinese huge auto market attractiveness, the world's major automobile-manufacturing enterprises have entered our auto market, making the competition or Chinese automotive market increasingly violent.The current competition in the automotive industry has entered the age of brand competition, the brand is the consumer's associations and perception to the enterprise in the process of using products. The brand competitiveness determines the comprehensive competitive power of automotive companies. In the era of brand competition, simply by increasing the quality of products to enhance the competitiveness of the brand is not enough. This paper argues that by means of value-chain theory to identify the core competitiveness of enterprises, thereby building the brand competitiveness is an effective way to upgrade the comprehensive competitive power of a corporate.Chinese self-owned auto brand have gone through several decades of development, and already formed a huge camp which takes BYD, GEELY, CHERY as representatives, and they occupies a large part of China's automotive market now,. Chinese self-owned auto brand have brought a certain contribution to the revitalization of Chinese automobile industry. However, compared to foreign automobile brands, there are still large gaps in technical level, Chinese Self-owned Auto Brand are at a distinct disadvantage in the process of competition.Based on this background, this paper attempts to study the Chinese self-owned auto brand from the perspective of the value-chain theory, synthesizes brand building theory, competitive strategy theory and SWOT analysis theory, and then combined with the actual situation of Chinese self-owned brand enterprises to put forward the building strategy of Chinese self-owned auto brand.The study object of this paper is Chinese self-owned auto brand which mainly refers to passenger vehicle.This paper divides five chapters altogether:In the first chapter elaborates the background and purpose of this paper, and the theoretical study of the status quo at home and abroad of the brand and self-owned brand. Chapter two introduces the Chinese self-owned auto brand's development history and current situation, makes the background research of Chinese self-owned auto brand in order to pave the way to the follow-up brand building. The third part mainly analyses the importance of Chinese self-owned brand building. Chapter four is the core of this paper, put forward to Chinese self-owned auto brand building strategy based on value-chain theory. Chapter five is concerned with the role of value-chain theory in the building of Chinese self-owned auto brand, as the example of the brand building of BYD.