Research On The Brand Competitiveness Of New Energy Automobile Based On Intellectual Property

Since the development of industrial economy,the automobile industry has been at the core of industrial development.Companies and governments in all countries are committed to investing a great deal of money and energy in developing the automotive industry.The development level of the automotive industry technology has become a standard to measure the industrialization level of a country on a certain level.Although the industrialization process has been accelerating,the unprecedented prosperity of the automotive industry in various countries has also lay a dominating position in the global auto market for countries such as Germany,the United States,and Japan.However,the exhaust of conventional cars has caused pollution to the environment,and the large amount of energy such as oil and natural gas has been consumed.The development of the traditional automobile industry falls into the dual predicament of environment and resources.An important breakthrough in getting out of the difficulties is to use clean energy as vehicle fuel.Therefore,low-carbon,environmentally friendly new energy vehicles has become the inevitable choice for the automotive industry in all countries to shift from resource consumption to green growth.China’s traditional automotive industry has long been in a market-for-technology situation,which has always placed itself at the position of the world’s automobile industry manufacturing base.Domestic auto brands have long been at the bottom of the global value chain,making domestic autos have never been able to form independent dominant brands and technical standards,nor have they possessed independent core patented technologies.Therefore,judging from the current situation,the "weakness" of China’s autos does not lie in production and manufacturing,while "weakness" in intellectual property rights and "weakness" in the brand,especially in the era of knowledge economy and brand economy,knowledge and brands lead the economy.The role of industrial products is becoming increasingly prominent.The profits of industrial products need to be branded and more powerful brands.If there is no support for high-quality intellectual property,there is no reputation for Chinese and foreign brands,and it is difficult to make products stand firm in the international market for a long time.Therefore,in the process of developing new energy automobile,creating the intellectual property achievements,giving full play to the advantages of intellectual property rights,establishing brand image,and enhancing the competitiveness of the brand are the key to the realization of the "route creation" of domestic new energy automobile and the realization of a true "curve beyond".This article makes an in-depth study of brand competitiveness of new energy auto companies from the perspective of intellectual property rights.First of all,through consulting literature on intellectual property rights,new energy automobile and brand competitiveness at domestic and foreign,we learned that scholars’ research on new energy automobile brands mostly stays in technological innovation and industrial policy,and lack of studying new energy vehicles brand competitiveness from the perspective of intellectual property rights.Secondly,through analysis of domestic intellectual property rights of new energy automobile and general understanding of possession and application of domestic intellectual property rights of new energy automobile,the feasibility and effectiveness of enhancing brand competition in new energy automobiles by intellectual property rights as the support can be concluded well as the potential and insufficiency of developing new energy automobile brands.In addition,this article explains the relationship between intellectual property rights and brand competitiveness,and analyzes the impact of intellectual property rights mechanism and intellectual property strategy on brand competitiveness,and provides a theoretical basis for the construction of brand competitiveness evaluation index system.Finally,based on the basic theoretical framework of brand competitiveness,consider the characteristics of new energy vehicles.A new energy vehicle brand competitiveness evaluation index system based on IP indicators,3 first-level indicators,10 second-level indicators and 21 third-level indicators was constructed.At the same time,taking the example of ten representative new energy automobile companies as examples,the operability and effectiveness of the indicator system are verified.Based on this,it reveals the factors that restrict the upgrading of the competitiveness of China’s new energy vehicle brands,and provides a certain reference for the company’s future brand building.