The "China Passenger Vehicle Brand Competitiveness Report", which is called the white paper of the Chinese auto brand, was released in Beijing on November 12. The survey results of 526 samples collected by CCID Consulting Co., Ltd. over half a year in Beijing, Guangzhou, and Shanghai showed that as many as 96% of consumers claimed that they must develop their own brand cars, but they are really willing to behave in current consumer behavior. Only 55.7% of consumers buy Chinese brands. The survey also showed that international brands are stronger than national brands and brands can improve their identity and status. Nine-tenths of Chinese people are not steel-made for domestic cars. "Although people very much hope that domestic cars can stand up to their heads, there are not many people who can compete with each other. It can be described as an iron-clad one." The answer is affirmative. The study found that Chinese auto consumers have a strong sense of brand; most consumers agree that the use of brand-name vehicles can increase personal identities. Consumers yearn for well-known brands and pursue satisfaction beyond the products of well-known brands. Consumers' strong brand awareness is clearly reflected in their brand selection behaviors. Most people have brand orientation when buying a car, and the higher the degree of education, the stronger their brand orientation; up to 96% of Chinese auto consumers advocate China. Must develop its own brand cars, but in the current consumer behavior, the real willingness to buy Chinese brands is only 55.7% of consumers, indicating that our national brands are still far from the international brands, there is still a need to work hard. Brand Competitiveness International Volkswagen Leading Nationality Chery Highlights The research results of the brand competitiveness of China's passenger vehicle market show that, as a whole, international brands are more competitive than national brands, and the most prominent international brands include Volkswagen and Buick. , Honda, Audi and Toyota brands; among the national brands, Chery performed most prominently, ranking sixth overall brand competitiveness, surpassing most international brands, followed by the Hongqi brand, while China, Hafei and Geely still need to work hard; national brands In the brand image, the performance of cognitive values ​​is relatively poor; Chery displays a strong brand personality; Hongqi has a strong brand reputation, while other national brands still need to work hard on this item. From the perspective of the relationship between main and sub-brands, different sub-brands have different degrees of contribution to the main brands, and they need to focus on the distribution of marketing resources. Taking the Chery brand as an example, among the sub-brands, the competitiveness of QQ is very prominent, while the sons of the East and the situation are weak, which shows that the national brands have a long way to go in building high-end and high-end product brands. ??news reporter Zhou Guangjun
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