奇瑞汽车自主品牌发展存在问题及对策分析.doc

本科生毕业论文（设计） 题目：奇瑞汽车自主品牌发展存在问题及对策分析 系 部 经济与管理学院 学科门类 经济学 专 业 国际经济与贸易 学 号 1006211066 姓 名 李梦然 指导教师 韩梅 2012年 5月25日 奇瑞汽车自主品牌发展存在问题及对策分析 摘 要 我国汽车工业虽然经过几十年的发展，已涌现出一大批汽车自主品牌，但称得上驰名品牌的并不多，大多是汽车规模小、技术含量不高、知名度也不高的经济型轿车。奇瑞汽车是安徽省汽车行业自主品牌发展的代表，也是我省自主品牌发展的企业代表。分析它在发展过程中的问题，具有典型性。文章从自主品牌的内涵、发展自主品牌的必要性和奇瑞汽车自主品牌发展的现状即奇瑞汽车自主品牌发展速度快但与外资品牌相比差距大、在技术方面奇瑞汽车公司科研队伍大人员多、奇瑞汽车以生产低档汽车为主走低品牌路线等出发，分析指出奇瑞汽车股份有限公司在自主品牌发展过程中的具体问题，如奇瑞的品牌多且发展不平衡、在新能源时代到来的背景下奇瑞新能源汽车的发展问题、长期以来的利润低、品牌形象等。在最后就奇瑞汽车发展中存在的问题，提出解决相关的对策和建议。 关键词：自主品牌 汽车产业 对策 ABSTRACT Our country auto industry after decades of development, has emerged a large number of independent brand of car, but very well-known brand is not much, mostly car dimensions small, technical content is not high, visibility is not high economic type of car. Chery motor is the Anhui province automobile industry brand development representative, also be my province independent brand development business representative. Analysis of the problems in developing process, typical. The article from the independent brand connotation, development of independent brands, the necessity and the Chery automobile independent brand development status of Chery automobile brand development speed but with foreign brand photograph gap, in the technical aspects of Chery automobile company research team in personnel, Chery motors to produce low-grade vehicle mainly low brand route set out, pointed out Chery auto Limited by Share Ltd in the development of independent brands in the process of specific problems, such as the Chery brand and unbalanced development, in the new energy era background of Chery new energy automobile development problem, long-term since low profits, brand image. At the end of the Chery automobile the problem that exists in development, put forward relevant countermeasures and suggestions. Key words: Independent brand Automobil