Title: Research and discussion on the construction of China automobile independent brand.

Student name: Liu Shuang.

Major: Automobile Body Design

Class level: Grade 2007

Instructor: Zhang Tianshi

2011month

abstract

In recent years, independent brands have made gratifying achievements in China auto market on a 10,000-ton ship. Many car companies even pursued victory and launched brand-new high-end brands. Autobots in China are more and more aware that cars are not as simple as "four wheels and four sofas", let alone as naive as "selling by the catty", and cars have a brand premium. The same technology, the same technical configuration, different brands, but the prices are quite different. At present, China's automobile industry is in the stage of brand reshuffle and rising, and foreign automobile brands are constantly impacting China's automobile market, which has caused great impacts on the already weak independent automobile brands in all aspects. It is urgent to establish, develop and upgrade independent brands. This paper aims at putting forward some strategies for the long-term development of China automobile industry and building a competitive automobile brand in China from the perspective of brand culture construction.

Keywords: brand building of self-owned brand automobile industry

catalogue

Abstract 1

Chapter 1 Current Situation of Domestic Automobile Brand Building and Development 2

1. 1 Current situation of domestic automobile brand building II

1.2 Accelerate the launch of new model 2

1.3 Brand M&A starts 2

1.4 Conflicts between foreign brands and domestic brands 3

1.5 Arbitrary price reduction and brand damage 3

1.6 advertising design problem 4

The second chapter is about the problems and importance of China's automobile independent brand construction, 5 pages.

2. 1 The importance of building China's own automobile brand 5

Chapter 3: Research on the Problems and Countermeasures of China Automobile Independent Brand Construction, 7 pages.

3. 1 Problems in the construction of independent brands at this stage 7

3.2 Government level 10

Binding language 16

Reference 17

Thank you 18

Thread theory

Firstly, this paper makes a theoretical analysis around the connotation, objectives and characteristics of brand strategy, and further puts forward the theoretical research model and stage model of brand strategy. This paper expounds the brand strategy practice of automobile circulation enterprises in China from two aspects: the historical development stage and the main problems, and points out the future development trend of automobile circulation enterprises in China and the long-term significance of implementing brand strategy for the development of automobile circulation enterprises. By making full use of the brand strategy stage model, this paper analyzes and studies the implementation strategies of automobile distribution enterprises in four stages: brand positioning, brand building, brand evaluation and brand development, and establishes the corresponding strategy model for each stage.

The first chapter is the current situation of domestic automobile brand construction and development.

1. 1 current situation of domestic automobile brand building

After years of development, China's automobile marketing model has made great progress. The development of diversified marketing mode conforms to the characteristics of the current automobile market development stage and the different needs of automobile consumers, and meets the requirements of market differentiation and personalized consumption. Franchise stores with standardized management, sales and service are the main marketing models actively promoted by automobile manufacturers at present, and this kind of 3S or 4S store with reasonable scale and complete service has been widely promoted. Objectively speaking, China's automobile marketing is generally in the stage of constantly updating products, falling prices, constantly innovating propaganda methods and continuously expanding and upgrading channel services.

1.2 The launch of new models was accelerated.

654381October 8th, at the logo brand launch conference held in Paris, France, Jean-Marc Geller, its global president, released a brand-new brand strategy, announcing that Peugeot will launch 14 new models in China from 20 10 to 20 12, among which the first model Peugeot 408 is known.

As of June 5438+February 3, 20091,the annual cumulative sales volume of various models of Dongfeng Peugeot has exceeded 1 1 10,000 vehicles, with a year-on-year increase of 44%. In 20 10, in addition to the upcoming 408, there will be a brand-new SUV introduced into China, probably the well-known 3008 in Europe. By the end of 20 10, Dongfeng Peugeot hopes to increase the number of existing dealers from 280 to 340, and realize the strategic goal of Dongfeng Peugeot's all-round leap.

1.3 Brand M&A starts

Facing the fierce competition in China market, foreign brands have intensified their brand integration in China, and a brand reorganization and integration led by foreign joint ventures is in full swing. The overall brand integration of Changan Ford and jiangling motors is a major news event in the automobile industry reported at the end of the year; Dongfeng Nissan reorganizes Zhengzhou Nissan, Shanghai GM reorganizes Jinbei GM, SAIC may reorganize Jiangxi Isuzu and Chongqing Heavy Duty Truck in the future, and Volkswagen is also actively strengthening its leading position in China, trying to integrate North and South Volkswagen. All these indicate that the automobile industry has begun to enter the stage of strategic restructuring. Some experts predict that the total number of automobile enterprises in China will drop to 10 in the next five years. In addition to the above-mentioned foreign capital restructuring, China led the restructuring on the basis of integrating resources, and a strong alliance with China's complementary advantages also began to brew.

1.4 conflicts between foreign brands and domestic brands

Most joint-venture automobile enterprises in China pursue "take-away doctrine" in brand, introducing both brands and models. Automobile marketing is basically "making wedding clothes for others". Even so, some foreign brands began to feel unaccustomed to the environment after entering the China market. How to localize the brand according to the psychological and individual needs of consumers in China is a subject faced by all enterprises. On the other hand, independent brands have developed slowly due to poor foreign brands and marketing. For example, FAW Hongqi sedan is gradually marginalized by the market, and only Mazda can extend the life of Hongqi brand. After two years of rapid growth, Geely and Chery no longer have the advantage of low price, and the lawsuit of Toyota and GM against their intellectual property rights also reflects the disadvantage of national automobile industry in product research and development.

1.5 free price reduction, brand damage.

In recent years, the price increase of new cars seems to have become a common phenomenon, especially the Accord and Fit produced by Guangzhou Honda and the Excelle produced by Shanghai GM. Other models were briefly hyped for a while at the initial stage of listing, but the duration was not as long as the above three models. Because of the phenomenon of car speculation, people who buy cars pay more money, but people who want to buy cars pay more waiting time, which is unfair to them. In the long run, enterprises and distributors will give the outside world an image of dishonesty. Corresponding to the fare increase, some enterprises are also out of the psychology of "making quick money" and their pricing strategies tend to be arbitrary. The new car is on the market, and the price is on the high side. Once the market reaction is not good, the price reduction will be announced immediately. For example, Ruifeng has only been listed for three months, and the highest price reduction is 60,000 yuan. Originally, enterprises cut prices to create hot spots, but frequent price cuts will prompt consumers to hold money for purchase, which is not good for sales. More importantly, every price reduction is a kind of harm to the owner, and consumers who are going to buy a car will also have doubts about the profit margin of the enterprise, and the brand image of the enterprise will be greatly reduced.

1.6 advertising design problems

Open newspapers and magazines, turn on TV, and car advertisements come in droves, but few advertisements leave a deep impression on people. In the media advertising strategy, some car companies are more casual. Their choice of media is not based on the effective circulation and influence of the media, whether the target audience of the media overlaps with the target audience of the product, but on their personal relationship with the head (salesman) of the media advertising department.

The second chapter is about the problems and importance of independent automobile brand building in China.

2. 1 the importance of building China's own automobile brand.

2. 1. 1 The importance of developing independent brands

At present, judging from the development history of the world automobile industry and the present situation of China automobile industry, the development and growth of China automobile industry cannot be separated from its own brand. This is the only way for China automobile industry to grow and develop. China automobile market is entering an active period of vigorous development. At the same time, China's five-year protection period for the automobile industry has passed nearly half, and the development of independent brands is facing unprecedented opportunities and challenges. China automobile must break through the traditional concept and bondage. Breaking all kinds of constraints with the spirit of keeping pace with the times is the track of the healthy development of China automobile, and it is the inevitable choice for China automobile industry to adhere to and develop its own brand and take the road of independent development in the opening up.

2. 1.2 The establishment of independent brands is an inevitable condition to enhance the independent development capability of China's automobile products.

The joint venture policy of China automobile industry in the past 20 years has made great contributions in increasing employment, training technicians, transportation management experience and spreading marketing concepts. However, in a large number of joint ventures, we not only failed to master foreign advanced technology, but also failed to significantly improve the independent development capability of China automobile industry. On the contrary, we lost our original brand and R&D capability. China automobile enterprises attach great importance to the value and function of products. Most manufacturers still take advertising, channel construction and product promotion as the leading factors, but they do not pay enough attention to brand building, and their advertising demands are similar. Can not clearly spread the brand's personality, with the intensification of competition in the domestic automobile market, the final result of price competition and simple promotion means staying at the product level is not only the decrease of market share and profit, but also the loss of independent brand value.

The carrier of independent brand is not so much an automobile product as an automobile independent brand, and the solution of independent brand is the problem of technological survival. Therefore, the independent brand is an indispensable prerequisite to improve the independent development ability, and the establishment of independent brand is a necessary condition to improve the independent development ability of China's automobiles.

According to the latest statistics of the United Nations Industrial Program, world-famous brands account for less than 3% of global brands, but their products account for more than 40% of the global market, sales account for about 50% of the global market, and individual industries (such as computer software) account for more than 90%, which shows that the competition in modern economy has shifted from the era of product competition to the era of brand competition. In the international market, due to the increasing homogeneity of products, the physical properties between products are almost the same, which can not well meet the emotional and spiritual sustenance of consumers. Therefore, brands not only bring different production and sales, but also have huge economic effects.

It can be seen that in the modern competitive market, brands have been used by multinational companies as the allocation resources to control resources and the sharp weapon to seize the market. In short, the development path of independent automobile brands in China is the game process between them and international automobile giants. In the next 10-20 years, whether China can build a world-class multinational automobile industry group and cultivate its own global brand will be an important symbol of the success or failure of China automobile industry.

The third chapter is the research on the problems and countermeasures of China automobile independent brand construction.

3. 1 Market performance of self-owned brand cars

The situation faced by independent brands is grim. Judging from the market performance in the past three years, the market share of A0 and A00, where independent brands have been in the leading position, has been declining year by year, especially in A00 market. The market share of independent brands dropped from 7.7% in 2008 to 7.3% in 2009, and dropped to 6.9% in the first half of this year. "The country's encouragement of small-displacement vehicles is just a slogan, so the days of independent brands are quite difficult now." In the storm of the 7th China Automobile Marketing Summit, Rao Da, Secretary General of the National Passenger Car Association, made the operators of independent brands feel a little chill. Rao Da said that next year may be the most difficult year for independent brands after the cancellation of the policy of automobile going to the countryside. At present, China's automobile enterprises have begun to attach importance to brands, and many large automobile manufacturers have begun to engage in "brand monopoly" and "brand monopoly". However, most enterprises in our country don't really understand the true meaning of brand, and often confuse brand with enterprise, brand with product and even brand with market sales. From the comparison of brand management between Chinese and foreign enterprises, we can see that there are still some problems to be solved urgently in China's automobile brand management, mainly in the following aspects:

3.2 Problems and Countermeasures of Independent Brand Building

3.2. 1 Need to improve independent research and development capabilities

Independent brand consists of several elements, such as name, logo, intellectual property rights and capital scale, among which the core content of the most important intellectual property rights is independent research and development technology. Independent development is the core and key of independent brands, and independent brands that lack core technology and independent research and development capabilities are lifeless. However, through the joint venture development mode of "market for technology" for more than 20 years, China automobile industry has not obtained the core technology and independent research and development capability as expected. According to experts' statistics, from the technical performance of products, the overall level of automobiles in China is almost 10 years behind that of developed countries, the production technology level is 20 years behind, and the development and design level is 30 years behind. Multinational companies have been reluctant to carry out substantive research and development in the field of design and development of complete vehicles and key assemblies such as engines and gearboxes; In terms of technology transfer fees, supply prices of key equipment and parts, etc. , but also put forward harsh conditions. Although most joint ventures have established R&D centers, these R&D institutions rarely carry out substantive R&D activities. In recent years, although a small number of joint ventures have started some development attempts, it is mainly the partial improvement of products, which is still far from the development of complete vehicles.

At the same time, there is a serious shortage of R&D talents in China, which is obviously different from the demand of developing independent brands, compared with the automobile industry power. This is a universally acknowledged fact. For example, in developed countries in Europe and America, technical talents account for about 30% of employees in the automobile industry, while in China, the proportion is less than 8%. According to relevant data, China needs about 654.38+10,000 technicians to develop its own brands, but at present there are only over 20,000 technicians, with a gap of 80%. It is impossible to fill such a big gap only by college graduates majoring in automobile in a short time, and it will take a long time to complete the basic accumulation of R&D talents.

3.2.2 Improve brand management awareness

Most of China's automobile enterprises lack the awareness of brand management, ignore the great role of brand equity value in the sustainable development of enterprises, do not build well-known automobile brands from a strategic height and seek long-term development, but are eager for quick success and instant benefit, and only care about the output and sales of automobiles. By 1997, the foreign capital utilized by China automobile enterprises had reached1400 million US dollars, and the localization rate of some brands such as "Santana" reached over 70%. However, the brands of these products were not in China at that time, and people only saw more and more "foreign brands" occupying the domestic automobile market.

At the same time, China's automobile enterprises generally lack the brand management consciousness of creating, protecting and developing brands, and even cause disputes. The litigation case in which two "Golden Dragons" (Xiamen Golden Dragon and Nanjing Golden Dragon) each hold half of the trademark of "Golden Dragon" is a typical case of weak awareness of brand protection and brand management.

3.2.3 Clear brand positioning

Brand positioning is an important feature of foreign automobile brands. It can help the brand to establish an image, help the brand to spread, and also reflect the brand's personality. Such as Honda and Toyota's lightness and energy saving, Cadillac's luxurious style, Mercedes-Benz's excellent performance and Ferrari's speed personality. The positioning of these brands caters to consumers' psychological needs and forms a buzz, thus effectively enhancing consumers' loyalty to brands.

However, the automobile industry in China often ignores the shaping of brand personality. Brand lacks connotation and distinctive features, and does not constitute an attractive factor for specific consumer groups. The same car often has many different demands: pursuing excellent quality and flaunting economic benefits; Want to appeal to luxury and comfort, but also want to achieve popularity, and even the brand image is vague and the positioning is chaotic, making it difficult for consumers to choose.

Domestic automobile manufacturers are now launching sub-brands and models for different target customers, and the word market segmentation has become the favorite vocabulary of manufacturers. On the surface, it seems to be in line with market rules to adopt different product strategies and positioning for different consumers. But in fact, under the current market conditions, the result of rushing to launch many sub-brands is that they have not reached the strongest position in every market segment. However, those sub-brands or sub-models with similar positioning confuse customers' sight and make them unable to clearly identify brands.

For example, under the Fiat brand, Nanjing Fiat successively launched Palio, Siena and Zhou Mofeng. These three sub-brands have similar positioning. For example, Palio, Siena and Zhou Mofeng are all derived from the same platform, and the target customers are slightly different, more like three models. Many customers like Fiat, a brand with Italian flavor, but they don't know which one to choose and which market segment to belong to when facing the three models of Paleo, Siena and Zhou Mofeng.

3.2.4 Pay attention to brand connotation

Many domestic automobile enterprises have fallen into a misunderstanding on how to build their brands. They focus on advertising, promotion and other means of brand communication, trying to improve brand awareness through media hype, ignoring the effective communication of brand connotation, lacking in-depth research on maintaining the basic elements of brands, and failing to fully implement effective marketing and channel construction for target consumers, resulting in an embarrassing situation in which brand awareness deviates from reputation and loyalty.

Judging from the current situation, the brand of Geely Automobile has a certain popularity, but its reputation is low, its brand association is poor, its brand image is low, and its brand loyalty is almost absent, so its brand performance is always unsatisfactory. At the same time, Geely has some misunderstandings in brand communication and management that can't be ignored: labeling the brand with low-end labels in an "alternative" way, vague brand positioning, disordered brand system, lack of continuity and consistency of brand DNA, and almost no brand cultural connotation.

3.2.5 Support independent brands through government leadership.

The positive influence of government procurement on automobile brands and the guiding role of private car purchase are very obvious. As a government official car, it has greatly improved the brand awareness and corporate reputation, and the image of the government official car has become a free advertisement, firmly imprinted in the hearts of consumers. Now, it is wise for many automobile manufacturers to enter the government procurement market as a strategic measure to enhance brand value and expand the private car market. The sharp increase of government automobile procurement provides a favorable opportunity for automobile manufacturing enterprises to enhance brand value, expand market share and increase business performance.

Government procurement itself is one of the important means of national macro-control. In the United States, Britain and other western countries, government procurement will focus on domestic industrial enterprises and self-owned brand products, taking care of small enterprises and enterprises that mainly solve the employment of vulnerable groups such as women. "In foreign countries, it is the most shameful thing for the government to drive imported cars to work. Because the level of the automobile industry is a factor that represents whether the country is strong, only when the country is strong is the biggest face of the government. " An expert from the School of Government Administration of Peking University said.

It is understood that the United States is one of the first countries to adopt government procurement policy, and it is also one of the most successful countries in the world to adopt government procurement to support and promote technological innovation. In the federal procurement law of the United States, there is a special content for the procurement of technological innovation achievements. For example, the United States promulgated the "Buy American Products Act" on 1933, and government procurement effectively reduced the risk of products entering the market in the early stage of industrial development. Government procurement in Canada, the European Union, Japan and the United States is basically provided by domestic suppliers.

The development of independent intellectual property rights of high-tech industries not only needs market demand, but also needs market cultivation. Government procurement should play an irreplaceable role in cultivating high-tech industries and developing independent intellectual property rights. In this regard, we should learn from foreign experience and make government procurement a means of public expenditure for the government to achieve scientific, technological, economic and social goals. Relevant experts pointed out that under the current situation of imperfect venture capital system, immature venture capital and weak intellectual property protection in China, it has become the source of quenching thirst to provide product demand market for the development of independent intellectual property rights of high-tech enterprises. I hope the government can use the relevant matching funds as procurement funds to show its support. Government procurement can effectively guide enterprises to increase the research and development of independent intellectual property rights. After the buyer's market of independent intellectual property rights is formed, the technical demand will play a decisive role in independent innovation to a certain extent.

3.2.6 Strengthen the cultivation of brand culture.

Independent brands have made remarkable progress in recent years, which is largely due to the support of national policies. However, without the efforts of enterprises themselves, the development of independent brands will eventually be defeated by joint venture car companies. At present, the competition between the two camps of joint venture and independence has entered the stage of hand-to-hand combat. It is worth noting that although the price war is still the trump card of competition between the two sides, the influencing factors of brand and technology are rising rapidly.

At the beginning of 10, a survey report released by Xinhua letter showed that brand reliability ranked first, price concessions ranked second and service professionalism ranked third among the primary factors that consumers considered when buying a car and choosing a store. Among them, the reliability of product brand and dealer brand plays a vital role in the process of car purchase.

At present, Shanghai Auto, which has already announced its profit among its own brands, has also encountered great difficulties this year. From June 5438 to September this year, the cumulative sales volume exceeded120,000 vehicles, which was far from the target of180,000 vehicles proposed at the beginning of the year. Dongfeng passenger cars, also from the background of state-owned enterprises, sold more than 20 thousand vehicles from June to September this year.

Compared with Chang 'an, Chery and Geely, which consumers are more familiar with, Shanghai Automobile and Dongfeng passenger cars have to increase brand communication. As a consumer product, cars can only do everything possible to establish a trust relationship between themselves and consumers, or rebuild their brand image. Last weekend in Beijing, Changan Automobile released a brand-new brand strategy, including four brand-new logos: corporate brand logo, mainstream passenger car brand logo, commercial vehicle brand logo and public welfare brand logo. Xu Liuping, Chairman of Changan Automobile, said that the brand-new strategy is also a symbol of Changan's future-oriented corporate strategic blueprint.

The establishment of brand image, in addition to making the brand known to the public, is more important to improve the quality of service links. Since the beginning of this year, Geely Automobile, Changan Automobile and Lifan Automobile have all increased their efforts in network restructuring and expansion, and the market terminals have performed well.

refer to

[1] Wang Gang, Thoughts on Developing Independent Brands in China Automobile Industry People's Publishing House, April 2002.

[2] Zhang Yang, China Automobile Market, Zhejiang University Press, 2005.4.

[3] Ouyang Zhenming, Automobile Patent, Beijing People's Publishing House, 2005.4

[4] Zhuang Shouxin literature comes from: Information Network, No.06, 2004.

[5] Zhu Muju. Automobile marketing market. Beijing: Beijing Normal University Press, April 2002.

[6] Zhong Qiquan. Brand building at home and abroad. East China Normal University Press, 200 1 August.

[7] Guo Automobile Body Design Jilin Science and Technology Press 1994

[8] Huang Huang Jinling Automobile Body Structure and Design Beijing Machinery Technology Press, 2005

[9] Li Chunming automobile brand market beijing institute of technology press 2003

[10] Chen Jiarui Automobile Structure Beijing Machinery Industry Press, May 2006.

Zheng Shuqing. On the characteristics and general development law of automobile industry-Also on China automobile industry, Shanghai Economic Research [J], 2005.

[12] Wang Changzheng, Consumer Behavior, Wuhan University Press, the first edition in 2004.

[13] Xu Zhiqiang: Analysis of the current situation of China's automobile marketing system and countermeasures [J]. BAIC，2006.2

Concluding remarks

This graduation project is a comprehensive test of the knowledge we have learned in the past four years, and it is also a good exercise for our business ability when we are about to graduate and go to work. Although the graduation project is very hard, it is also very fulfilling. More importantly, I learned a lot through my graduation project. My practical ability and independent thinking ability have been greatly improved, and my professional knowledge and other courses I have studied before have been further consolidated.

In the graduation project, I have mastered a lot of professional vocabulary, which is of great help to my future study and work. After three months of hard work, I tried my best to be perfect throughout my graduation thesis. But I know that my ability and knowledge are limited. There must be some problems and shortcomings in my paper. Please point them out. After the harvest, I think the innovation of this paper is less.

thank you

With a flick of a finger, four years of college life is coming to an end, and the scene during the recycling period is still vivid. In order to thank all those who have cultivated, helped, supported and influenced me for a long time, I would like to thank my tutor, Mr. Zhang Tianshi, first of all. Before and during the writing process, I got careful guidance from Zhang Tianshi's tutor. The tutor's teaching and research work is very busy, but I still take care of myself in my busy schedule. ..

Secondly, I want to thank my friends and classmates for their great support and encouragement.

Thanks again to the authors of the relevant materials in this paper. Without their research results, this paper could not be completed.

Special thanks to my sister, who is my strong backing and silently cares for and supports me behind my back, so that I can successfully complete my studies and this paper.

Finally, I want to thank my parents and family. Affection is the driving force for my continuous efforts and progress.

I wish all those who care about and help me happiness and health.