An Empirical Study On The Influencing Factors Of D Company's Corporate Brand Image

Auto parts industry is the foundation for the development of the global auto industry,with the development of economic toward globalization and market integration,the global auto parts corporate brands development are also taking the development road of internationalization.Due to the weak brand concept,brand awareness and brand management of Chinese enterprises,China has been defined as "a manufacturing power,an economic power and a small brand country" for a long time,especially the brand image of auto parts enterprises.The status and influence of Chinese auto parts corporate brands in the global auto parts industry is relatively weak,and there is still more room for improvement.Based on the above research background,this paper focuses on company D,a dominant manufacturing company in China's auto parts industry.through investigation and analysis of the company's corporate brand status,the paper studies and analyzes the influencing factors of company D's corporate brand image,and finds out the development path and strategy to promote the company's brand based on the analysis results,in order to provide reference for Chinese auto parts enterprises to build international brand image.In the first part of this paper,the introduction will put forward the background of this paper and the significance of the topic.The second part is the introduction of relevant theoretical basis,including brand image theory,brand image model theory,corporate brand theory and analysis of factors affecting corporate brand image,laying a theoretical foundation for the subsequent paper writing.The third part carries out SWOT analysis on the corporate brand of D company.Starting from the general introduction of D company,it reviews the brand development history of D company and comprehensively analyzes the corporate brand of D company through SWOT analysis tool.The fourth part uses the brand image measurement model tool to build the model and analyze the data of the influencing factors of company D's corporate brand image,and analyzes the correlation of the factors affecting company D's brand image.Part five finds out the strategies to improve the brand image of company D through the aforementioned analysis conclusion and gives the guarantee measures to improve the corporate brand of company D.Part six is the research conclusion and the prospect of the future development.The practical value of this paper is mainly reflected in the following aspects.Firstly,through the actual case study of company D's corporate brand,the current situation of company D's corporate brand is analyzed.Secondly,a scientific quantitative analysis of company D's brand image is conducted through the brand image model,so as to make more efficient and high-quality brand decisions,and conduct scientific applied research for building the brand influence of company D's corporate brand and strengthening and expanding the corporate brand.Furthermore,from the perspective of application,this paper discusses how to comprehensively enhance the international brand influence of company D from the perspective of corporate brand management.Finally,through the study of company D's corporate brand,this paper is expected to play a guiding role in shaping company D's corporate brand image in the future,lay a foundation for the development of company D's corporate brand,and provide reference for the development and construction of brand influence of similar industrial manufacturing companies.