Comparative Study of Domestic Auto Brands in China

摘要

In recent years Chinese auto brands raised rapidly, but some shortcomings are exposed in competition with foreign brands. In this paper, the writer uses the method of questionnaire to investigate HONGQI, CHERY, XIALI and TOYOTA, which are common in China, to make the indicators of established brand evaluation system detailed. Based on correlation theory, the writer uses SPSS to analyze and score each brand, seek advantages and disadvantages, sum up the flow chart of building excellent brand, and give corresponding recommendations to management of Chinese auto brands.