Research On Brand Value Promotion Strategies Of Auto Parts Enterpirses Based On Total Quality Management

In recent years, our country has been a steady rise in car production, in2014China’s automobile production and sales ranked first in the world.The rapiddevelopment of China’s auto market promoted the demand of auto parts, various typesof joint ventures, foreign-funded parts enterprises, caused great pressure to thedomestic parts enterprises in our country.At the same time, as an important part of theauto industry, auto parts enterprises to adapt to the form of globalization, to join theglobal purchasing system of the car, they need to form the brand competitiveness, andimprove their brand value constantly.China’s auto parts industry have a lot of attempts in the brand strategy activelyintegrated into the corporate strategy in practice, but due to the effect of self-limitingfactors and external environment, the effect is not ideal; compared with foreignfamous brand of auto parts, auto parts in China lack the core value of brand, brandvalue innovation ability and low brand, these awareness are still quite outstanding, soenhancing our brand value components become an important issue under the realisticbackground.In recent years, total quality management as a widely accepted and recognizedquality management model, has been promoted and applicated of parts enterprises inChina. Based on the current situation of the development of auto parts enterprises inour country and under the background of the current situation of the development ofbrand value, combined with the total quality management of auto parts enterprises,this article puts forward feasibility strategy for auto parts in China brand valuepromotion from the perspective of total quality management.First of all, in this paper, I has made the summary of the related theory researchabout the total quality management and brand value, which lay a theoreticalfoundation for this article.Then I has carried on the detailed analysis and researchabout the present and characteristic situation of the development of auto partsenterprises, total quality management and the brand value, which lay the practicalsignificance.Secondly, on the basis of the theory and practice, this paper has made analysis to the relationship and influence of comprehensive quality management and brand value,has find out the impact of total quality management to enhance brand value theory.Finally, according to the previous analysis, this paper proposed some strategiesto the brand value increase of auto parts enterprises from several key elements ofTQM.With A Enterprise as an example, this paper shows how our auto partsenterprises to enhance brand value from the perspective of total quality. The idea ofthis paper is on the theory of total quality management and brand value, on the basisof combining the reality of our spare parts enterprises, it has a certain theoretical andpractical significance...