摘要随着经济全球化和一体化的不断深入，以及中国加入世贸组织中国汽车市场竞争格外激烈拥有高价值的汽车品牌成为汽车行业最重要的竞争优势之一，我国汽车同全球汽车巨头一起进入了品牌竞争的时代。经过20多年的发展，中国自主汽车品牌自身已由自发模仿迈入自主创新的新阶段，产品、服务和品牌的全面转型逐渐被提上日程。但先天的因素，决定自主品牌自身仍有很多问题需要克服。全球范围来看在全球经济危机和汽车市场“东方不亮西方亮”的大背景下，国外行业巨头纷纷将注意力更多的集中在中国市场，自主品牌势必遭遇更大力度的围堵和打压。同时，国家和政府对我国汽车工业在国民经济中的地位有了新的认识对自主品牌在发展我国汽车工业中的重要地位进行了重新定位，明确表示大力扶持和发展自主品牌。因此，努力提升自主品牌汽车的国际竞争力，解决发展过程中存在的问题，对于我国经济发展具有重要的战略意义。关键词：本土汽车企业，自主品牌，品牌发展战略，对策AbstractAutomarketofChinabecomesmorecompetitivewiththedevelopmentofeconomicglobalizationandChinaentryofWTO．Thosehighvaluableautobrandshavecompetitivepredominanceinmarket，Domesticautocompaniesandworldautogiantstogetherenterintotheeraofbrandcompetition．Thepast20yearshaswitnessedthegreatchangeofChineseautomobileindustrywhichhadsetthestepfromthephaseofimitationintoself-innovation．Theremarkablefeaturehereisthatthethansitionofproducts，serviceandbrandhasbeenemphasizedmoreandmore．However，aseriesofproblemsshouldbeconsideredtomakethetransitionavailable．Forexample，afewofforeignautomobilegiantshasturnedtheireyesintoChineseautomarketwhichsurelyresultintotheoppressionoflocaldevelopmentunderthebackgroundofglobalfinancialcrisis．Meanwhile，Chinesegovernmentwilltakeactionstosupportthedevelopmentoflocalautomobileindustryheavilybasedonthere-positioningstrategy．Itisreallyimportantfortheeconomicdevelopmentofourcountrytotrytoimprovetheinternationalcompetitivecompetenceoforiginalhandcarandsolvetheproblemoccurredduringthedevelopingprocess．Keywords:locatedautomanufacturer，ourownautobrands，branddevelopmentstrategy，countermeasures目录1引言...................................................................................................................12国内汽车自主品牌的发展现状和存在的问题22.1国内汽车自主品牌的市场现状.......................................................................................22.2国内汽车自主品牌发展存在的问题...............................................................................32.2.1缺乏技术创新...........................................................................................................32.2.2产品档次偏低...........................................................................................................32.2.3品牌形象较差...........................................................................................................42.2.4规模偏小..................................................................................................................43本土汽车企业发展自主品牌的必要性分析.......53.1新经济时代的迫切要求...................................................................................................53.2汽车同质化时代实施竞争的有效方式...........................................................................63.3汽车厂家们实施市场竞争的关键手段...........................................................................63.4国内汽车企业避免受制于跨国汽车企业的核心...........................................................74影...
