A Study On The Factors Affecting Domestic Auto 's Brand

In spite of the boom of the market of car consumption and production, China is just the first largest car country, not the first strongest. Under this circumstance, China needs to develop its own car brand urgently, hence, the factors affecting the self-owned car brand capital tend to be more important.Based on reviews of the relevant domestic and foreign paper about brand capital and brand value chain, this paper aims to integrate the marketing combination strategy with brand capital under two perspectives(customer and market perspectives), putting forward the research structure, then analyzing the exploring factors by group interviews, and determining the key factors: product(economic, quality and appearance design), price, the convenience at the sales point, price promotion and advertisement, finally establishing the model of factors affecting the state-owned car brand capital, together with proving the hypothesis by empirical analysis. The results demonstrate five key factors, that is to say, the strategy of marketing combination will exert the influence not only on the consumer-oriented self-owned car brand capital, but also on the market-oriented brand capital. In the end, according to the results with the current state of self-owned car brand, the paper put forward some practical advices about how to improve the brand capital.