Study on the Competitive Force of Car Brands in Market of China

Abstract

The strong brands of transnational companies have occupied most shares in the car market of China, with larger profit share. For the brand competitive force, the own-brand enterprises are in the absolutely inferior position. The simple model evaluating the brand competitive force is established in this article, and by the analysis of two Chinese enterprises, the brand competitive index model could reflect the actuality of the car brand competitive force in China, and relative opinions and suggestions are proposed for own-brand enterprises to enhance the brand competitive force.