On How to Enhance the Core Competitiveness of China Automobile Industry

20 1 1 year, China's automobile production and sales are 184 18900 and 18505438+00000 respectively, making it the largest automobile production and sales country in the world for three consecutive years. The automobile industry is playing an increasingly important role in stimulating national economic development and promoting employment. However, with the rapid development of automobile industry, we should also be soberly aware that there is still a big gap between China automobile enterprises and foreign automobile enterprises, especially in the core competitiveness of enterprises. 1. The competitiveness of automobile enterprises in China (1) is weak in technological innovation. In recent years, although some domestic automobile enterprises such as Chery and Geely have embarked on the road of independent innovation, compared with automobile enterprises in developed countries, most China automobile enterprises still have obvious gaps in product research and development. Due to the limited R&D level of technological independent innovation of China automobile enterprises, they are at a disadvantage in the global market competition. In addition to vehicle technology, China's auto parts technology is also relatively backward, which directly affects the improvement of the competitiveness of China's auto industry. (2) Low brand awareness. The brand awareness of China automobile enterprises is relatively low, which greatly reduces customers' purchase intention and also affects the expansion of enterprises in foreign markets. Except for several independent brands such as Chery, Geely and Great Wall, all automobile enterprises in China are foreign brands. Although the localization rate of many models has reached 80%, the brands are all foreign brands, and China automobile brands still have a long way to go. (3) Poor service level. Compared with foreign automobile enterprises, the service system of China automobile enterprises is still in its infancy. Automobile sales, maintenance, repair, spare parts supply and other service functions are still not perfect. Weak service ability will not only affect product sales, but also affect the promotion of product image and enterprise competitiveness. (4) Low management level. The management concept of China automobile enterprises is relatively backward, and the management mode is mainly based on experience management. The backward management system seriously restricts the efficiency and cost of enterprise production. In joint ventures, because China enterprises have no independent intellectual property rights and brands and lack management experience and technology, they are often in a passive position in actual operation, and independent enterprises are also facing the problem of backward management level. (5) Enterprise development is decentralized. At present, China has become the largest automobile producer in the world, but compared with other automobile producers in the world, there is a clear gap in China's automobile industry. Enterprises are small in scale and large in quantity. 20 1 1 year, there are 1 15 automobile manufacturers in China, the number is almost equal to the sum of all automobile manufacturers in the United States, Japan and Europe. Due to the scattered development of enterprises, the cost and price are higher than those of similar products abroad. The production scale of enterprises is small, and they can't make good use of the economies of scale of the automobile industry itself, which makes the fixed cost and fixed cost of unit products very high. Second, enhance the competitiveness of China automobile enterprises (1) and improve independent technological innovation. In the increasingly fierce market competition, enterprises must have more innovative ideas if they want to have a competitive advantage continuously. Technological innovation can improve production efficiency and reduce production costs, while institutional innovation can make the daily operation of enterprises more orderly and easier to manage. At present, the focus of technological innovation is to increase investment in technological innovation, establish a mechanism for training, using and attracting talents, and improve the construction of industrial technological innovation system. From the single introduction of foreign products and technical equipment to the absorption of innovation on the basis of introducing foreign advanced technology, the innovation technology center is established, thus speeding up the development of new products. At the same time, guided by market demand, we will develop products that meet the needs of different consumers. (2) Create independent brands. Brand is the symbol of enterprises and products, representing the potential competitiveness and profitability of enterprises, and also ensuring the quality and reputation of enterprises' products. Brand building of automobile enterprises is very important for the promotion of competitiveness. Brand positioning is related to brand value. When positioning China cars, we should base ourselves on the national conditions and be a mass brand. Most of China's products often give consumers the feeling of cheap and low quality, which seriously affects the shaping of China's automobile brand. Therefore, China automobile enterprises should strive to change this unfavorable situation and create a positive image of high quality and low price for consumers. (3) Improve the service level. Good after-sales service represents the reputation of products and is an important factor to win customers. To improve the competitiveness of automobile enterprises, we must protect the legitimate rights and interests of consumers, promote the steady and rapid development of automobile industry and economy, strengthen supervision and law enforcement, and put an end to the production, sale and use of fake and shoddy automobile parts in automobile parts sales, as well as false propaganda, commercial bribery and consumer fraud in automobile sales. Enterprises can create a lot of profits by providing quality services to customers and paying attention to customer satisfaction surveys. For customers, the higher the product satisfaction index, the more they will continue to consume the product and drive some new customers to join; On the contrary, consumers will have opinions on the products and may even be complained. Customers are God, and every enterprise manager wants to win the trust of customers to the greatest extent and put their needs first. If an enterprise wants to grasp the hearts of customers, it must learn to listen to their voices. Only products that satisfy customers can sell well in the market and listen to customers' voices. In order to produce products that meet the needs of customers; Solve the problems raised by customers in time, and customers will always be loyal to your products. (4) Strengthen enterprise management. To strengthen enterprise management, we must first strengthen product quality management. The survival and development of enterprises are based on the excellent quality of their own products, and the improvement of product quality depends on the improvement of technology and management level. In order to improve the quality of products, we must strictly supervise and manage the quality, strengthen the monitoring of product production process, establish the idea of quality first and responsibility first, strengthen the inspection of quality inspection and auditing departments, establish and improve a perfect after-sales service system, and provide excellent after-sales service for sold products. Product is a crucial step to determine the development of an enterprise, so the products of an enterprise can only get long-term development if they pass the quality inspection and are loved by users. To strengthen enterprise management, we should also strengthen enterprise internal management. The internal management of enterprises is mainly human resource management and corporate culture construction. Automobile industry has the characteristics of strong professionalism, high risk, large investment, long payback period and complicated working relationship, which determines that employees in automobile enterprises must have solid professional knowledge, good psychological quality, long-term vision and strong comprehensive ability. Human resource is the key to an enterprise. Improving the human resource management level of China automobile enterprises will bring long-term competitive advantages. Therefore, we must attract talents with good corporate culture and organizational system, train talents with challenging work, and retain talents with effective incentive system. Building advanced corporate culture is an important means to realize the rapid development of enterprises and improve their core competitiveness. Shaping corporate values is an important content of corporate culture construction. Enterprise values are a value orientation with enterprises as the main body, a value concept that guides most people in the enterprise to agree with each other, a value system composed of the needs of enterprises and employees, and the foundation, core and essence of enterprise culture. Enterprise values are also the basic code of conduct that enterprises admire and believe in in the process of pursuing commercial success. While carrying forward traditional culture, enterprises should also persist in innovation, constantly surpass themselves, and transmit the information of business philosophy, spiritual culture and business activities to the public, inject new vitality into enterprises and improve their core competitiveness. (5) Strengthen enterprise concentration. Enterprise concentration usually refers to the proportion of the output of several enterprises with the largest production scale of a certain product to the national total output. The high concentration of enterprises can reflect the scale of automobile enterprises in this country from one side, which largely determines the international competitiveness of enterprises in this country. The low efficiency of industrial operation is the unreasonable performance of China's industrial organization and an important factor affecting the improvement of China's industrial international competitiveness. Government management departments should support automobile enterprises to eliminate backward production capacity, expand industrial scale, reduce production costs and give full play to economies of scale through continuous mergers and acquisitions. Resolutely curb low-level redundant construction, encourage and support automobile parts manufacturers to develop in the direction of system development, system matching and modularization, integrate into the international automobile production supporting system, support the research and development and production of key parts, and realize scale operation. Thirdly, after more than 30 years of reform and opening-up, especially the rapid development since joining WTO 10, China automobile enterprises have initially possessed the strength to participate in international competition. However, with the increasing international competition, the core competitive advantage of China automobile enterprises is still not obvious.