中国汽车品牌发展报告（2022）
| 书 名： |
中国汽车品牌发展报告（2022） |
| 英 文 名： |
ANNUAL REPORT ON THE DEVELOPMENT OF CHINESE AUTOMOBILE BRANDS （2022）
|
| 作 者： |
中国汽车技术研究中心有限公司 研创 |
| I S B N： |
978-7-5228-0371-5 |
| 丛 书 名： |
|
| 关 键 词： |
汽车品牌 汽车产业 品牌建设 |
| 出版时间： |
2022年07月 |
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研究性年度报告，2022年首次出版。本书在多位相关行业资深专家、学者顾问的指导下，在中国第一汽车集团有限公司特别支持下，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。
2021年中国汽车市场整体呈现回暖趋势，总体销量1970.3万辆，同比上涨6.3%。随着民族汽车品牌技术进一步发展和产品品质进一步提升，中国汽车市场呈现民族汽车品牌与合资汽车品牌、新能源汽车品牌与燃油车品牌的竞争格局。当前中国民族汽车品牌集中在中高端市场、年轻群体市场以及新能源市场展开较量：民族汽车品牌高端化的定义并不是局限于静态的价格、产业的高端等级，而是指品牌动态向上提升的过程，是品牌全方位多维度的向上发展；成长于汽车消费普及时代的年轻群体受到丰富的社交媒体、资讯平台、影视娱乐内容的影响，对于自我的个性与生活方式表达欲望更加强烈，有针对性地满足年轻群体的独特消费需求已成为各大车企抢占年轻市场的重要课题；在新能源领域民族汽车品牌不仅创新了品牌发展战略，而且积极实行“走出去”的发展路线，以用户为中心，以市场为导向，在电动智能汽车新时代展现核心竞争力和战斗力，民族汽车品牌实现品牌向上、实现新能源赛道的“弯道超车”或许指日可待。展望未来，中国汽车市场既面临日益严峻的市场竞争环境，也有政策支持、数字化和智能化技术支撑，民族汽车要在稳中求进总基调下，充分利用新能源汽车，抓紧智能化发展大势，构建国内外“双循环”协同发展格局，重塑民族汽车品牌战略。
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