Research On Strategies Of Building Chinese Self-owned Brand Automobiles

Opinion still prevails that Chinese self-own brand automobiles should give priority topromote product quality and develop core technology, instead of brand building, so as to bemarket-competent. For automobile manufacturing enterprises, indeed, Chinese automobileslag behind their international counterparts in technology development and product design.The gap, however, lies in brand and marketing rather than product quality and after-saleservice. Product quality is undeniably the most competent, results also show that in spite ofthe fact foreign brands take a lead in production and quality, they also invest funds far morethan Chinese enterprises. The sustainable and rapid development of national automobileenterprises requires brand building, therefore, it has become an urgent affair.Based on research findings from home and abroad, this article starts with brand andself-owned brand to hackle the development of Chinese automobile industry and self-ownedautomobiles. This article, based on brand building theory, analyzes problems and summarizesexperience through literature analysis, interview survey and case study, and puts forwardstrategies on brand building of Chinese self-owned automobiles.