Study On The Identification And Cultivation Of Car’s Core Competitiveness Of Changan’own Brand

With the advent of economic globalization and the knowledge economy, the fierce competition among enterprises is more and more increasingly. Identifying and nurturing the core competitiveness of enterprises has become a necessary condition for business survival. Cultivating the core competitiveness of enterprises can optimize resources, which is easier to maximize economic benefits and also difficult for competitors to imitate possessed valuable assets, such strategic assets can continue to promote the development of enterprises. In order to have an invincible position in the fierce market environment, it is necessary to establish their own competitive advantage, identify the core competitiveness of enterprises and be raised.Opening up in China’s market, people’s living standards increased, the domestic car market improved, which promote the development of China’s automobile industry opportunities and challenges in the competitive environment. In recent years, in face of the huge Chinese auto market, a number of international auto companies go into China to seek investment and cooperation in various ways. Competition in the domestic auto companies has intensified, coupled with the car’s settled abroad, it makes the car suffer the dual international and domestic competitive pressure. Our car is in what position in international competition, especially how its own brand car. It is the grim reality of the challenges facing the development of China’s automobile industry. Automobile enterprises are to survive in the increasingly fierce market competition, and to develop, it must be innovative thinking, taking an open perspective in the study of foreign advanced technology, basing on the experience of innovation, developing the enterprises located in the enterprise identification and cultivating core competence, and take appropriate path for enterprise development.Firstly, the paper analyzed the background and significance on the core competitiveness, which is the paper’starting point.Then the core competitiveness of research papers related to the theoretical basis and include the resource theory, value chain theory, this paper also proposed a framework for the core competitiveness; Secondly, analyzing inside and outside of China’s automobile manufacturing enterprise competitive environment and determine the auto companies core elements of competitiveness are:brand capabilities, product design capabilities, marketing capabilities, production capacity, human resource management, the core technical capabilities, quality control of these seven areas, and analyzed its system of relations between elements of conduct. According to qualitative and quantitative methods, basing on the purpose of the recognition of independent brand cars core competencies, establishment of the index system to identify the core competitiveness of the connotation, characteristics of the angle, and the calculation formula and meaning of each indicator are described, initially established to identify core competitiveness index system auto companies. On this basis, the paper determines the index weight established multi-level fuzzy comprehensive evaluation model cars core competitiveness of enterprises using analytic hierarchy process and expert scoring method. And select the independent brand of Changan Automobile empirical study, to evaluate the ability of the core competitiveness of enterprises own brand from a practical point of view.Finally, this paper presents the principles to cultivate the core competitiveness of own-brand cars, mechanisms and methods of cultivation, and proposed two methods of internal and external pathways way. Internal pathways including accumulation and innovation, specifically including:management, research and development, marketing, service capabilities and the establishment of good corporate culture to achieve. Using strategic alliances and market innovation to achieve external main ways. Several foster path proposed to promote the core competitiveness of state-owned enterprises to maintain a sustainable competitive independent brands and problems of development.In short, this article is based on the results of previous learning, through the study of literature and case studies, using the value added chain of empirical perspective to identify the elements of the car’s core competitiveness of enterprises in order to build the core competitiveness of automobile manufacturers the recognition factor system. This article hopes to provide some references for the study of China’s automotive research company’s core competitive, as well as to improve the core competitiveness of Changan Automobile mention car to improve aspects of some reference opinions and principles, but also to develop new strategic approach to provide some the new reference method for enterprises.