| With the fierce competition in the global market and the serious homogeneity of products,consumers’ demand for products is increasing,and the influence of brand are becoming increasingly important.In recent years,China’s economic development is rapid,domestic independent enterprises are accelerating the rise." Strong brand building " has become an important strategic direction for domestic enterprises to enter the global market.Since the 1990 s,the concept of brand has begun to have an impact on China’s commercial market.After that,the theory and practice of the influence of brand assets on products,enterprises,consumers and markets.And strengthening the management of brand assets have an important value role for enterprises in market competition.Brand value is the core value of brand assets.It is the main source of enterprise competitiveness and the decisive factor to determine the sustainable development of enterprises.In the research of contemporary brand strategy,how to improve the brand value of enterprises more accurately becomes the core of brand management.And this is the key with the theory of "Customer-Based Brand Equity " put forward by Kevin Lane Keller and the theory of "Ten Elements of Brand Value Evaluation " proposed by David A Aaker,and the brand research scholars of Nankai University put forward five elements of tangible assets,technological innovation,quality,service and intangible assets to enhance the brand value of enterprises by deepening the CBBE model.These five dimensions are used to analyze the business process of brand strategic management,improve the deficiencies in the business process,enhance the brand value,create a strong brand image,and raise the brand competition power.This article takes JL Auto as the brand value analysis object enterprise,takes 2019 data as the main basis.First of all,analyze the sales situation of China’s automobile industry in recent years,and look back on the development of JL Auto in the past 20 years.especially since the acquisition of WEW,it elaborates its various strategic plans aimed at entering the global automobile market.And analyze the resonance of JL Auto brand in the customer’s heart.Then,through the analysis of the macro environment and industry environment of the automobile market,and by the comparison with the automobile brands in Europe,America and Japan,to collect the relevant information of the automobile industry and the automobile consumer questionnaire as the data source,using the five-factor system of brand value training,this paper analyzes the enterprise situation of JL Auto in five aspects: tangible assets,technological innovation,quality,service and intangible assets,and finds out the loopholes and shortcomings of JL Auto in brand strategic management.Finally,taking the five elements of brand value cultivation as the direction,in order to enhance the brand value of JL Auto,the improvement suggestions of brand strategic management are put forward.This paper harnesses the five elements of brand value cultivation extended by―customer-based brand equity‖ to analyze the operational problems of enterprise brand management,find out the defects of enterprises themselves,and then make up for their own shortcomings.To enhance the brand value of enterprises,thus becoming a strong brand enterprise in the market competition.This paper takes JL Auto as the research point,because JL Auto is the first batch of private car-making enterprises in China,and accelerating the speed of oversea expansion,and JL Auto has invested in factories and research institutes in recent years around the world,and to purchase various automotive brand enterprises.In the international automotive industry,JL Auto brand reputation is gradually rising.Our country is in the tide of industrial 4 reform,stride forward to " Powerful Manufacturing Country ",in order to build " new era brand power plan " to push more excellent Chinese brands to the global market,research the path of promoting brand value,it provides method and practical experience for other domestic scientific and technological manufacturing enterprises and has certain reference value for brand strategic management.Due to the lack of data and cultural background of other major automobile markets in the world,the conclusion is not comprehensive and accurate.The development of automobile industry is changing from gasoline to electric power,and the enterprises that cross the border into the automobile industry are also increasing,and the development of urban transportation will change in the future.These factors may have a new unknown impact on the promotion of JL Auto brand value.More and more complete samples and follow-up research on international market localization are needed to make more accurate and constructive suggestions for JL Auto’s brand globalization promotion path. |
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