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进入21世纪,汽车企业之间的竞争已不再是产品层面的竞争,而是更高层面的品牌之间的竞争,品牌已成为帮助汽车企业抵御市场风浪的最有价值的企业资产之一。要想进一步提高中国汽车自主品牌的竞争力,必须通过品牌战略的实施,提高技术创新能力,使产品不断满足市场需求和顾客愿望,提升品牌的知名度和美誉度,从而塑造良好的汽车品牌形象。
Entering into the 21st century, the competition among automobile enterprises is no longer the competition at the product level, but the competition among the higher level brands. The brand has become one of the most valuable corporate assets to help automakers resist market turmoil. In order to further enhance the competitiveness of China’s own brands, it is necessary to build a good brand image of the automobile through the implementation of brand strategy and the enhancement of technological innovation capability so that the products can continuously meet the market demand and customer desires and enhance the brand’s reputation and reputation.