中国汽车自主品牌的发展现状及对策研究

首都经济贸易大学硕士学位论文中国汽车自主品牌的发展现状及对策研究姓名：申佰强申请学位级别：硕士专业：产业经济学指导教师：祝合良20100301IIIAbstractInrecentdecades,withtheopenandreformandthedeepeningeconomicglobalization,theautomobileyieldandsalesvolumeincreasedyearbyyear.Nowthisnumberhasincreasedto10million,whichisonlytensofthousandsinthefoundingofthePRC,inthisprocesstheself-ownedbrandhasdevelopedrapidlyasanimportantcomponentofChina'sautoindustry,especiallyinthepassengercararea.InthebeginningofthefoundingofPRC,therewereonlyRedFlag,Phoenix,DongFengandotherveryfewbrands,nowtheautomobileindustryhasdevelopedtoasystemwithhundredsautoself-ownedbrandbasedonChery,Geely,Changan,andBYD.Theautomobileindustryhasmadesignificantimprovementbothontheproductionandsalesscaleandonthebrandcategoryaswellasthetechnicallevel.However,inviewofthelatestartofself-ownedbrands,therestillexistgapsinvariousareasbetweenself-ownedbrandsandjoint-venturebrands,thedomesticpassengercarmarketismainlytakenbyjoint-venturesbrandsandforeignbrands,andmostofmarketprofitslootedbyforeignparties.Consideringthisover-relianceontheforeigncarinmarket,howtopromotethedevelopmentofself-ownedbrandshavebecomethemajorissuesintheautoindustry.Inthispaper,themainresearchpurposeistopromotethedevelopmentofautoself-ownedbrandsthroughanalysisofthepresentstatusandconstraintsofChina'sautoself-ownedbrands.Thispapersumupandlearnautomotiveexperiencefromthedevelopedcountriesusingthecomparativeresearchmethod.Finally,thispaperintendstomakerelevantpolicyproposalsfromthemacroandmicroperspectiveandhopestoactasaguidingroleinthedevelopmentofself-ownedbrand.KeyWords:Self-ownedBrandGovernmentSupportIndependentInnovationBrandAwareness1431.1.1212005576200672120078792008938200913652009GPD2%20091033.13457.744.3%20062007200825%200929.67%———2431.2PhilipKotler1KevinKellerMarcGobeJoseph.A.Schumpctcr191212,3452—1[M]20062[M]19913431.31.3.14431.3.25432.2.12.1.12.1.26432.22.2.120808021212.2.1.11953195671312195892820197919”,2.2.1.2208070500019841198579090743199990212001200320290%2.2.1.3212008130.825.31%26%2009221.7329.67%185.74143.8297.2671.7627.0024.85%19.25%13.01%9.60%3.61%3QQ3QQ6A1A5A33Cross200835.6200950.033843EC7TX41030200932.91F3F3RF6F0G3L3S8SUVS6MPVM6200944.8420082.2.22.2.2.12120012007744.6%20082.12009231379.1048.3%1364.4846.2%1038.381033.1354.1%52.9%340.72331.3533%28.4%457.744.3%2009747.31221.7329.7%452.170.8166.9266.8252.1045.9344.8440.9333.7294333.4732.912008200811200962009488.4565%2.22.12000—2008200020012002200320042005200620072008%17.219.454.470.216.120.731.522.110.8%0.540.072.572.07.747.739.333.1-0.4%13.523.358.370.614.126.833.625.17.52009130-312.12005—2009—19706571/41/51/61/742.2.3.22.2.3.320904[M]200915432.2.3.43%40%50%2.2.3.5———16433.3.1199720%2003200720%5%200950%2009382160552009800615426140122.3%20081.9%17433.2200810153.13.12008828.353.1923.835.1540.722.1643.720.8391.322.7277.719.3OICA3.33.21843———3.22006507.9588.8571139.977.2720063.33%4.13%3.76%8.57%0.68%8%3.419433.510%-20%5%20051895005002346232.550.91.53.6TPS,20082007204.624.511.97%10.95.33%30%204310280%21434.4.14.1.14.1.1.1189318971903DoctorCoupe190340001902190319071908191119252060300Eldorado4.1.1.220704.1.1.3198820125022434.190PNGV103104.121200020012005-53.473.51%52.813.88%74.194.08%66.003.57%62.003.50%62.73.33%68.004.0074.004.55%71.334.13%[M]20094.1.24.1.2.190PNGV20024.1.2.22343PNGV84534.1.2.3804.21960504.2.14.2.1.12019075244320301004.2.1.2193319414.284.2.1.34.2.1.4205020602060707080809025434.2.24.2.2.14.2.2.220——2643———4.2.2.3195945.4196957719591.26%19681.8%1969122020804%20904.5%6%34.2.2.4LeanProductionNRP4.3206027437%4.3.14.3.1.11962NISSAN4.3.1.2207019732000cc1974pony,1984504.3.1.32090X519864%200090A0ABC1994100%2843Accent1975ponyAccent5019944.4%7%2008277.74.3.24.3.2.1198554.3.2.24.3.2.31992294320———4.44.4.1199351%24%1001995—200530020804.4.210304310+31435.5.15.1.15.1.232435.1.35.25.2.15.2.1.133435.2.1.23443QQF3CEO35435.2.1.3200720083643200915.2.1.45.2.23743384339434043[1]DianneRTechnologyandcompetitiveness[M]GreenwoodPress2002[2]KonosukeOTheautomobileindustryinJapan[M]OxfordUniversityPress1998[3]TeeceDJProfitingformtechnologicalinnovation[M]ResearchPolicy1996[4]LeeK,LimCTechnologicalregime,catchingandleapfrogging:findingsfromKoreanIndustries[J]ResearchPolicy2001(30)[5]NeilT,AnneMCharacterizingdepreciationintheautomobileIndustrybybrand[J]InternationalAdvancesinEconomicResearch2005(11)[6]DonESUnderstandingandmeasuringbrandequity[J]MarketingManagements2000(9)[