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Research of Auto Enterprises’ International Competitiveness

Author: JiangHouLin
Tutor: SunWuQin
School: Ningbo University
Course: International trade
Keywords: International competitiveness of enterprises Brand competitiveness Brand economics Analytic Hierarchy Process
CLC: F426.471;F224
Type: Master's thesis
Year: 2011
Downloads: 153
Quote: 0
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Abstract


Automotive enterprises' international competitiveness is a comprehensive concept , which is a result of the role of corporate internal and external factors . Among these factors , the role of car brands more and more obvious that the various activities of the enterprise often to the brand image of the world of consumer awareness and evaluation , and the direct impact on the international competitiveness of the auto companies . Expand research on the international competitiveness of the auto companies , this paper based on the brand competitiveness perspective overview of the international competitiveness of enterprises and brand competitiveness at home and abroad literature analysis of brand impact on the international competitiveness of enterprises , from the point of view of economics correlation model to build brands and automobile enterprises' international competitiveness evaluation of the international competitiveness of the typical auto companies . First , the article focuses especially on the internal and external factors that affect the international competitiveness of auto companies , to build the index system of evaluation of automobile enterprises' international competitiveness , the index system consists of the five -level indicators : international market forces , brand management capabilities , scale competition force , technological competitiveness and environmental competitiveness , consists of 22 secondary indicators . Second , the article uses the analytic hierarchy process to establish the weight of each indicator accounted for automotive enterprises' international competitiveness . Brand management capabilities with the international market force level indicators , the highest proportion of 22% each . The weights of the indicators of the evaluation of brand management capabilities of four : brand positioning capability , brand awareness , brand reputation and brand loyalty, the international competitiveness of auto companies accounted for 5.28% , 5.72% , 5.72% , 5.28% . Again, the article on data obtained through access to the annual report of the National Automotive Industry Yearbook and typical auto companies , Toyota , Mercedes-Benz , BMW, Volkswagen , General Motors, FAW , Dongfeng seven enterprises in international competition masterpiece evaluation , the result is Toyota 's highest , China FAW, Dongfeng , compared with foreign advanced enterprises , international competitiveness, there is a great gap. Finally, the paper discusses a number of recommendations to improve the international competitiveness of China 's auto companies . Based on the empirical analysis of the results , the one hand , China 's auto companies should pay attention to the quality of supervision and technical innovation , enhance brand image , on the other hand , China 's auto companies should improve the global marketing strategy , to enlarge the international competitiveness of enterprises .

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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