Study On The Sustainable Development Of China’s Self-owned Brands Of Automobile

The first truck made in China was produced on July14,1956by First Automotive Works in Changchun, which marked the beginning of the history of China’s self-owned brands of automobile. Over the past more than fifty years, China’s self-owned brands have made certain progress after experienced several phases, which are technology import, autonomous development, joint venture (i.e. exchanging market for technology), and parallel development on both autonomous research and joint venture. However, the development and even survival of China’s self-owned brands of automobile are now under severe threat from the competition of foreign brands in domestic market as economic globalization deepens and China started to exchange market for technology after its entry into WTO; through joint venturing, the foreign brands have almost monoplized both technology and market of Chinese automobile. As automobile industry plays an increasingly important role for China, it is crucial to explore a path of sustainable development for China’s self-owned brands of automobile.Based on present situation of global automobile industry and threats faced by China’s self-owned brands, considering current domestic policies for automobile industry in China, this paper is aimed at exploring ways of constructing self-owned brands and promoting their development.The first chapter defined the "China’s self-owned brands of automobile", and emphasized its importance, through supply-and-demand theory, to the national economy and the people’s livelihood.The second chapter analysed the existing problems of China’s self-owned brands based on its development history and current situation.The third chapter explicated the necessity and significance of developing China’s self-owned brands of automobile considering its importance to national stratigic development and the development of enterprise.The fourth chapter focused on methods of developing China’s self-owned brands of automobile, and suggested five ways at macro level of what Chinese government can do to support building the brands, as well as stated measures that enterprises can implement to achieve the progress.In the last part, besides a conclusion, the author raised his concerns about the long way to go, and mentioned the tremendous efforts to make for developing China’s self-owned brands of automobile.