本报告通过乘用车品牌在市场上的美誉度、在市场上的活跃度、在零售市场的表现力、在存量市场的表现力四个方面来评价品牌的综合竞争力,同时以互联网舆情数据和汽车市场的大数据为分析基础,建立中国乘用车品牌竞争力综合评价的指标体系,据此对2019年中国乘用车主流品牌的竞争力进行评估,得出以下结论:长安和吉利的品牌活跃度、品牌美誉度、零售市场表现力较高,还需要进一步提升存量市场表现力;哈弗的所有指标均居前五名,但销量过分倚重SUV车型;宝骏的存量市场表现力和零售市场表现力相对突出,但需进一步提升品牌美誉度。
<<This report evaluates the comprehensive competitiveness of passenger car brands from the following four aspects:the reputation of the brand in the market,the activity of the brand in the market,the market performance of the brand in the retail market,and the market performance of the brand in the stock market Based on the scientific evaluation index system of comprehensive evaluation of China’s passenger car brand competitiveness,this paper evaluates the competitiveness of China’s mainstream passenger car brands in 2019,and draws the following conclusions:Chang’an and Geely have good brand activity,brand reputation and retail market performance,and need to further improve the stock market performance;all indicators of haver rank in the top five,but the sales volume is low. The quantity relies too much on SUV;Baojun’s stock market performance and retail market performance are outstanding,which need to be strengthened.
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