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The Research of Development Strategies about Independent Brands of China’s Automobile Industry

Author: BaiXue
Tutor: YangZuoZuo
School: Shandong University
Course: Management Science and Engineering
Keywords: own brand technological innovation brand management development strategies
CLC: F426.471
Type: Master's thesis
Year: 2011
Downloads: 514
Quote: 0
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Abstract


There is always competition not only among the auto companies but also among the different countries. Competition still exists in the cooperation though the partnership has been reached. The only way to gain advantages in the competition is to develop their own brands for independent innovation, especially for labor and technology-intensed China’s auto industry at this stage.The auto industry of China has already had considerable size and potential to a content-based development instead of a growth-based development. In this stage, the one who have advanced intellectual property rights will have the right to speak and occupy the profits. Whether state-owned auto enterprises, private car companies, or joint venture automobile enterprises must face the task of developing their own brands for independent innovation. Of course, the foreign brands used by joint ventures are not independent brands. The situation will be changed when a new brand is created only belonged to the joint venture.The car companies of having independent brands are facing the problem of technology, institution, management, marketing and other aspects to enhance the competitiveness of enterprises and enhance their own brand image and influence.This paper combined relevant researches of China and foreign countries on the independent brand. Firstly, the history of independent brand car industry was reviewed, the current development status was analyzed, the achievements were listed, and the problems of existing in government and enterprises about brand management and technological innovation were proposed. Secondly, the present situation of new energy vehicles in China was analyzed, superiority and gaps of independent brand research in the new energy field was pointed out. Based on the analysis mentioned above macro and micro environment of independent brand automobile industry was analyzed as well as the strengths, weaknesses, opportunities and threats were analyzed by the method of SWOT. Finally, a number of strategies were proposed about independent brands automobile industry.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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