International Conference on Software Technology and Engineering (ICSTE 2012)
103 Research on Chinese Self-Owned Auto Brand Building on the Basis of the Value-Chain Theory
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Automotive industry is one of the pillars in Chinese economic development. With a rising position in world auto industry, China has become the focus of global auto market. The current competition in auto industry has entered an era of brand competition, which means brand determines the comprehensive competitiveness of a vehicle manufacturer. Therefore, it is not efficient to only improve product quality without building a reliable brand. This paper creatively applies Value Chain Theory to do research on brand building strategies of Chinese domestic auto brands, in order to help them boost their competence. To support the points proposed in this paper, the author takes a convincing example of the brand building process of an Chinese auto manufacturer.