中国汽车品牌发展报告（2023）
| 书 名： |
中国汽车品牌发展报告（2023） |
| 英 文 名： |
ANNUAL REPORT ON THE DEVELOPMENT OF CHINESE AUTOMOBILE BRANDS （2023）
|
| 作 者： |
中国汽车技术研究中心有限公司 |
| I S B N： |
978-7-5228-1885-6 |
| 丛 书 名： |
汽车蓝皮书
订阅
|
| 关 键 词： |
汽车品牌 汽车产业 品牌建设 高质量发展 |
| 出版日期： |
2023-10-01 |
中文摘要
《中国汽车品牌发展报告》是关于中国汽车品牌发展的年度研究报告，2022年首次出版，本书为第二部。本书在多位相关行业资深专家、学者顾问的指导下，由中国汽车技术研究中心有限公司的多位研究人员，以及行业内相关领域的专家学者共同撰写完成。
本报告认为，2022年中国汽车市场在逆境下总体仍稳步增长，总销量达到2686.4万辆，同比增长2.1%，延续了上年的增长态势，但增长速度放缓。汽车行业的发展推动了汽车品牌的进步与变革，汽车市场正在经历从燃油车向新能源车发展的转折时期，中国民族汽车品牌产品质量和技术水平不断提升，让其品牌力表现更为亮眼，开始与欧美日等合资品牌竞争。新能源汽车品牌也通过重塑汽车品牌与用户的关系、互联网营销、用户运营等方式打出知名度，头部品牌甚至已赶超传统品牌及合资品牌。
当前，中国汽车品牌聚焦技术品牌、高端市场、用户圈层、品牌出海等领域，着力提升用户的品牌忠诚度，对在竞争激烈的市场中实现汽车品牌稳步发展具有重要意义。车企关注技术要素的挖掘和技术品牌的打造，建设并宣传满足用户需求的技术品牌能够提高整车品牌知名度以及消费者购买汽车产品的可能性；高端市场品牌竞争激烈，中国汽车品牌的高端化不仅应表现在外观设计和配置水平上，更需要提高科技含量和加强智能化应用，并加强品牌营销和渠道建设，打造品牌形象和品牌影响力；当下我国汽车市场用户增换购需求增加，随着购车人群年轻化与“她经济”兴起，汽车品牌需要抓住用户注意力，并利用各种平台和形式与用户建立沟通和情感联系。通过打通用户圈层，关注不同人群的个性化需求，开展全渠道营销模式，助力品牌保持长效增长；中国汽车品牌坚持品牌出海发展路线，其中新能源汽车出口增长显著，通过技术和产品双赋能，布局海外市场，使产业发展水平和国际竞争力持续提升，汽车强国建设步伐越发坚实。
展望未来，虽然国内外汽车市场品牌竞争越发激烈，但在国家政策引导和标准建立的支持下，汽车产业电动化、智能化、低碳化发展前景广阔，中国汽车品牌应牢牢把握发展时机，强化品牌建设意识，提高自主创新能力，树立特色品牌形象，持续助力汽车品牌不断向上与汽车产业高质量发展。
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