重型商用车品牌竞争力评价及提升对策研究

在市场整体下滑、竞争日趋加剧的背景下,重型商用车企业如何提升品牌竞争力已成为决定其可持续发展的重要因素。首先从市场竞争力、品牌表现力、技术掌控力及销售服务力四个维度构建重型商用车品牌竞争力评价指标体系,运用层次分析法结合标准正态分布曲线构建数学评价模型。进而选取陕汽、东风、华菱三个国内具有代表性的重型商用车品牌开展实证评价研究,并基于实证评价结果对新常态下重型商用车的发展进行PEST分析,最后从技术、管理、营销等多个方面提出提升重型商用车品牌竞争力的对策建议。

Research on the Evaluation of Heavy Commercial Vehicle Brand Competitiveness and Promotion Measures

Under the background of market decline and increasing competition, how heavy-duty commercial vehicle enterprises enhance their brand competitiveness has become an important factor in determining their sustainable development. The paper first builds the evaluation index system of heavy commercial vehicle brand competitiveness from the four dimensions of market competitiveness, brand expression, technology control and sales service force, and builds the mathematical evaluation model by using analytic hierarchy process and standard normal distribution curve. Then the paper choose three domestic representative heavy commercial vehicle brands such as Shaanxi Auto, Dongfeng and Hualing to carry out the empirical evaluation research and carry out PEST analysis on the development of heavy commercial vehicles under the new normal based on the results of empirical evaluation. Finally, from the aspects of technology, management, marketing and other aspects, the article put forward countermeasures and suggestions to enhance the competitiveness of heavy commercial vehicles brand.