Increasing Brand Equity in Chinese Automobile Market- A case study of Volvo Car Corporation
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The huge market potential of some fast growing markets attract many international organizations’ attention, especially China, as a huge automobile market is one of the most typical examples. Theref ...Keywords:
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Equity
Chinese market
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After joining in the WTO,Chinese automobile industry is growing hardly under huge pressure.The sports car market is the place of the automobile company's competition.This paper analyzes sports car's marketing characteristics and marketing location,and studies the GEELY′s sports car marketing exploitation strategy by SWOT to let people know more about the Chinese sport car market.
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Sports marketing
Chinese market
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China's indigenous innovation strategy is a government-led innovation strategy in the term of pushing forward the development both in the state-owned enterprises and in the private enterprises. It was codified in the Medium- and Long-Term National Science and Technology development Plan (2006-2020) which was officially announced in 2006. There are several policy tools as the support to the indigenous innovation strategy. R&D funding Mega projects sponsored by government Public procurement Tax reduction Standards and patents Automobile industry is normally regarded as the pillar of the economy as it is both labor intensive and capital intensive. It combines a lot of industries like steel industry, chemical industry, electronics industry, etc. Before 1980s, Chinese automobile industry concentrated on the commercial vehicle manufacture. Since 1980 the government started to be aware of the passenger car industry. Because of shortage of capital and technology, joint-venture was regarded as the only choice to get a rapid development for the passenger car industry at the cost of opening the market to the foreign automobile enterprises. This is a case of the famous exchange market for technology strategy, which is generally regarded as an aborted strategy 30 years later even though the Chinese government never officially acknowledges. In the beginning of 2000s, more than half of the Chinese passenger car market was occupied by the China-made foreign brand cars. Before the year of 2000, there are two types of automobile manufactures in China, one is state-owned enterprises, the other is the joint-ventures set up by the state-owned enterprises and their foreign partners most of which were the top automobile enterprises in the like Volkswagen, GM, Toyota, etc. From 2000, the private capital was permitted to enter the automobile industry and became the third type of automobile enterprises in China. Not only in automobile industry, but also in many other industries, the failure of the exchange market for technology happened. Even more is that the advantage of low labor cost is losing under the competition from the emerging countries like India, Vietnam, etc. The Chinese government has the willing to turn from world factory to an innovation-driven country for the economic development in the future. The indigenous innovation strategy is put forward to try to solve those problems. After the indigenous innovation strategy being push forward, the new innovation system is emerging. This thesis is to research on the change of the innovation behavior both in industry level and enterprise level under the impact of the indigenous innovation strategy. Key words: indigenous innovation strategy, IPR strategy, patent applications, automobile industry
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From the very beginning of China’s open policy (1980s), MNCs have invested heavily and continue to control the major portion of its automobile market. Due to lack of capital, technology and expertise; most of the domestic car manufacturers depend highly on foreign assistance and are forced into joint ventures and product licensing, making it tougher for them to survive and increase their share in the market which has become the world’s largest consumer market (January, 2009) and to become the world’s largest automobile manufacturer in the year 2014. This work aims at evaluating the innovative capabilities of the Chinese Car Manufacturers in comparison with the other countries’. And, as opposed to the conventional view, our research findings reveal that: (a) The Chinese Car Manufacturers possess innovative capabilities at a satisfactory level; (b) The Chinese Car Manufacturers are equally competitive as their foreign counterparts are; and, (c) Innovation has become the focus of Chinese Car Manufacturers for enhancing their competitiveness and it would be no surprise to see the next generation vehicles coming with a Chinese brand name.
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According to data displayed by China Automotive Industry Association, the sales of automobile in 2013 is 120 million around the world, in which Chinese cars account for 19 million, ending up in the world's first place with a rate of four percent. Private car ownership in China has exceeded 100 million currently, which confirms China's status as a big automobile country. China will become the world's largest automobile potential market and ranks second in the world automobile market, therefore he market opportunities in China's auto market is unprecedented. As the automotive industry is speeding up the process of survival of the fittest, automobile marketing is essential for any brands, distributors and operators. How to sell a car and how to do marketing depends on the marketing talent and team execution ability. By mastering advanced marketing strategies, they are more likely to occupy a larger share of the market. The article firstly introduces related concepts, as well as automobile marketing mode, and at last put forward relevant proposals and measures by going through the dealers’ competitive research.
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Chinese national brand automobile industry developed on drastic competition with the foreign enterprises.Now the national brand automobile of China have already stood firmly in the economical,intermediate,SUV vehicle markets in China,and some of them have exported to the foreign developing countries.It has already owned independent property right of engine in technical achievement and some comparative advantages in performance and price at present.At the same time,there are still some problems existing such as inferior quality and lacking of innovation.Facing with the vast market in home and abroad,it is necessary to enhance its strength and expand its maket.
Chinese market
Auto industry
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E-Cars have to fight against prejudices towards a lack of performance, long charging times, the fear of too short driving ranges and the list goes on. However, hazardous environmental pollution in Chinese megacities as well as changes among the consumers’ mindsets and purchasing behavior claim for a change in the product portfolios of today´s car manufacturers. As opposed to the western market the Chinese market is still almost untouched concerning to E-Cars. This phenomenon is mainly based on differences among the markets, especially the customer segment, partnerships and the proposition of value in China. To introduce E-Cars to China, car manufacturers have to develop business models that transform the specific characteristics of E-mobility to create economic value. The study conducted gives valuable information about the transformation of Business Models according the nine building blocks of the business model canvas and in regard to data emerging from a PESTEL-Analysis, to meet the demands of the Chinese Market. Furthermore we offer important implications for the adoption as well as high consideration areas of an OEMs Business Model to successfully introduce E-Cars to China.
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Original equipment manufacturer
Megacity
Value (mathematics)
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After the outbreak of the financial crisis,the global automobile market has once fallen into a slump.However,with the recovery of global economy,the automotive consumer market appears to be rebounding.Since China has become the largest automobile production and sales country in the world,it is of great importance to figure out the means to utilize this opportunity so as to help the automotive market develop healthily,efficiently and stably.This paper,through analyzing the automobile consumer market in Weihai,probes into the major factors that affect the development of the market and reckons the further tendency of the mark before coming to a conclusion.Lastly,this paper makes the proposals for rational exploration of the automotive consumer market in subordinate cities in China.
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The automotive industry has come a long way since its starting with a horseless carriage in the 1860s.The automotive sector is regarded as an important driver of economic growth.The paper looks into the ongoing development in the automobile industry.The current study is explanatory in nature and gathers data on the automobile industry.It provides in-depth knowledge of the most recent developments in this sector.The results show that the Asian market, with its availability of a large and cheap labour force and growing market, has seen significant maturation.In contrast, with its culture of research and innovation and the presence of major automobile companies, the European market has been able to draw growth from other parts of the globe, which has ultimately allowed them to maintain their stance in the market.There has been massive development in the automobile sector in recent years.But an increasing number of competitors, environmental laws and other multiple factors are affecting the industry.The findings implies that these factors need to be properly tracked as it plays a crucial role to predict the future market and helps in better understanding the automobile market to gain sustainable competitive advantage.
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Although the development of China's automotive service industry is huge, but it is urgent to have successful experience and understanding of China's domestic market and has the advantages of the group of enterprises to lead the industry, develop consumer habits, the integration of the market. In this case, the automobile service industry chain will inevitably be pushed on the Chinese car market this big stage. This paper analyzes the advantages of our country’s automobile service industry development present situation and chain operations and the plans of chain business model, so that the business model is conducive to China's automotive service industry to improve the conclusion of the industry as a whole.
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