In the long run, self-owned brands are the development trend of China's auto industry. However, there are still some deficiencies in the development process that need to be remedied. For example, it is necessary to clarify the need for independent brands to be commercial, and it is necessary to develop the self-owned brands from now on. Only in this way can we ensure and promote the rapid and healthy development of self-owned brand cars in the future.
The brand is a logo of the product, indicating the identification method of this product and the pursuit of the value of the producer. The brand has the most direct business value. The brand's popularity, credibility and customer loyalty determine the size of the market competitiveness of the product to which it is attached. The value of the brand is to some extent the economic return of the brand owner. A strong brand can create a market and help companies earn excess profits.
From this perspective, branding is a business strategy resource. No matter if the company intentionally or unintentionally, as long as engaged in business activities, there is marketing, the product began to take the producer's inherent quality, began to take root in the minds of consumers, brand building began with. The self-owned brand is an independent commercial resource, and the independent brand as a commercial resource should be cultivated from the day of the company's creation. Because the process of corporate development is the process of brand promotion, it is the process of consumers accepting and accepting brands. China's auto companies should shoulder the responsibility of developing independent auto brands, and make their due contribution to the sustainable development of the auto industry. Regardless of the brand, the automobile industry only stays in pursuit of local production, which means giving up future business and commercial interests that should be its own.
After China's auto market entered the buyer's market in 2004, according to the statistics of online auto market websites, the average price index of domestic car prices (CAPI) has dropped by about 8% per year since 2004. Unordered price competition at the end of each year has not reached the goal of promoting sales. Many manufacturers suffered severe injuries. In 2006, the competition entered a more complicated situation. Old models sold out, new models continued to emerge, and simple price competition could not be recognized by consumers. Instead, they caused wait-and-see. The market needs competition beyond price.
The more market competitors, the more fierce competition and the more advanced the means of competition, the more vigorous the demand for the brand will be, and the brand construction and management level will increase. Many auto companies will only hammer out real brands after experiencing single product competition, quality competition, price competition, advertising competition and so on. I hope that by that time people will find that in the strong car market, not only the processors, but also our own automobile brands have their own brand resources.
Under the macro-environment of vigorously developing self-owned brands, major domestic automobile manufacturers have launched and launched their own independent brands. It is undeniable that the development of self-owned brands through cooperation with foreign companies and the introduction of technology is a very important stage in the development of independent brands for domestic auto companies. However, auto companies should not stay at this stage for a long time. Instead, they should strengthen their own strengths and discourse powers in terms of capital, property rights, etc., and at the same time make breakthroughs in technology through learning and learning to form their own core technical strengths, and thus compete on the international stage with multinational auto enterprise groups. It is also very beneficial to the long-term development of China's auto industry.
Wen / Executive Director of China Automotive Engineering Society Qiao Liang
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