Research On The Improvement Measure Of BAIC Senova Product Value Chain

Over the past 20 years,the total volume of China’s automobile market expanded extremely,most brands can survive and develop easily in the market.Just these twenty years give China Local Brand a history opportunity that grew out of nothing and even knew nothing about vehicle manufacturing to now several of the brands can produce and sell more than 500,000 vehicles per year.But always the opportunity is limited,at the second time of making cars china locally,the competitiveness among different brands expanded rapidly.From 2018,with the speed of car market declined quicker than most of us expected,accelerated the knock-out rounds among car makers inevitably.During this round of decline,the second and third tier of china brand will suffer the most,many people believe that half of the Chinese brands will be eliminated in this round of reshuffle.BAIC Senova brand as BIAC group strategic that develop self-owned brand automobile,facing the reshuffle,can’t accept any mistake.The author works in BAIC Motor Co.,Ltd.serving the BAIC Senova series products,feels deeply with this.Facing the industry’s reshuffle in the strategic deployment of BAIC Group’s Shenbao brand as the BAIC Group’s independent brand,any action should not be lost.The author works at Beijing Automobile Co.,Ltd.and serves Shenbao series products.Therefore,this article takes BAIC’s Shenbao series products as an example,based on its market performance,through questionnaire surveys and seminar surveys to understand the perception and evaluation of users and distributors of existing products,and finds BAIC’s Shenbao series products There are certain problems in the value chain.These problems exist not only in the market introduction,product planning,but also in the product pre-research stage and engineering development.The problems in these links have greatly affected the market competitiveness of BAIC’s Shenbao series products.It is necessary to adjust the value chain of the SAIC series products of BAIC.BAIC’s Shenbao series products want to better improve competitiveness and market share,and should be adjusted in the value chain in a timely manner:starting from strategic planning to form brand values,combined with changes in user’s wheel purchases,based on user’s actual needs and car use Scenario-centric,extensive pre-research,careful development,and increased publicity efforts,combined with target market media habits to improve delivery accuracy and brand awareness.