Current Situation And Countermeasures Of China's Auto Brands

In recent decades, with the open and reform and the deepening economic globalization, the automobile yield and sales volume increased year by year. Now this number has increased to 10 million, which is only tens of thousands in the founding of the PRC, in this process the self-owned brand has developed rapidly as an important component of China's auto industry, especially in the passenger car area. In the beginning of the founding of PRC, there were only Red Flag, Phoenix, DongFeng and other very few brands, now the automobile industry has developed to a system with hundreds auto self-owned brand based on Chery, Geely, Changan, and BYD. The automobile industry has made significant improvement both on the production and sales scale and on the brand category as well as the technical level. However, in view of the late start of self-owned brands, there still exist gaps in various areas between self-owned brands and joint-venture brands, the domestic passenger car market is mainly taken by joint-ventures brands and foreign brands, and most of market profits looted by foreign parties. Considering this over-reliance on the foreign car in market, how to promote the development of self-owned brands have become the major issues in the auto industry.In this paper, the main research purpose is to promote the development of auto self-owned brands through analysis of the present status and constraints of China's auto self-owned brands. This paper sum up and learn automotive experience from the developed countries using the comparative research method. Finally, this paper intends to make relevant policy proposals from the macro and micro perspective and hopes to act as a guiding role in the development of self-owned brand.