Development Study Of China Self-brand Automobile Enterprise Under Current Situation

China self- brand automobile enterprises, surviving in the intense market competition from joint-venture brands, have made a repaid development in recent years, and achieved greater developments in market share and self-innovation capability, from which some core parts'development capability have reached world advanced level. However, such China self- brand automobile enterprises are still facing very serious situation. Experienced the US financial crisis, world economy comes into recession; both overseas and domestic automobile market turns out a series of new features. Consequently, efforts to promote the comprehensive international competitiveness of China self- brand automobile enterprises are of great significance to China economic development.In response to huge attacks on China's automobile industry brought by U.S financial crisis, the state introduced a series of economic stimulus including purchase tax concessions, car trade-in, which made China's automobile market rebound in the global downturn, then the production and sales volume of Chin's automobile market thrived in global automobile market during the past two years. After China's automobile market bottomed out, with the global warming environment, government gradually withdrew a series of economic stimulus from the market, coupled with the rising oil prices, those factors lead to the increase of car cost, and proposed new challenges to China self- brand automobile enterprises.This article first analyzed the situation and existing problems, then chose Great Wall Motor as the practical case to study the development of China self- brand automobile enterprises, finally propose development strategies for China self- brand automobile enterprises on 5 levels.Section 1 definitions of China self- brand automobile enterprises. This Section mainly defined the concept of China self- brand automobile enterprises, inducting from the understanding of traditional theory and China's current car field on this concept, then draw the definition of China self- brand automobile enterprises in this article.Section 2 development history and status of China self- brand automobile enterprises, this Section mainly explains the current situation from 4 aspects, 1st sales increase to regain the market sales champion, 2nd improvement of independent innovation ability, 3rd worries behind the prosperity can't be ignored, 4th surviving situation of China self- brand automobile enterprises is still grim.Section 3 the problems and reasons of China self- brand automobile enterprises, at first starts discussion from 3 aspects such as lack of core technologies capacity of independent development, comprehensive exports capacity urgently to be improved, then analyzes the reasons from 5 aspects such as lack of development fund, short supply of automobile professionals and low level of innovation.Section 4 development strategies of China self- brand automobile enterprises, mainly put forward development strategies from 5 levels. The 5 levels are as follows: First: Brand Strategy, 1. understand the market needs to grasp the consumer-oriented, 2. conduct market segments to define brand positioning, 3. build brand culture and accumulation brand content. Secondly: Talent Strategy, 1. value corporate training and long-term planning of personnel training, improve the professional standard of front-line staff, 2. increase the investment in research to develop technological innovation talents, 3. extensively absorb domestic and overseas advanced automobile professionals. Third: Product Strategy, 1. make a good product planning and strive to gain the initiative in new areas such as energy-conserving and environment-protective, 2. based on the existing products, improve forward B-class car and enrich the product line constantly. Forth: R & D Strategy, 1. insist on walking by two legs, 2. select advanced approach to product development. Fifth: Marketing Strategy, 1. pay full attention to domestic market, 2. aggressively develops new overseas markets.In the curse of study, this paper mainly used systematic study method and comparing study method to pursue scientific and precise.