Research on Brand Equity of Automobile Industry - Based on Customer Experience and Modern Service

Facing the rapid development of China's Automobile industry, the construction of independent brands, and accumulation of brand equity, expansion of brand influence have become the key factors for China's Automobile industry's further development. The brand equity, as enterprise important intangible asset, lacks accurate measurement standards. What's worse, it has no quantitative measure indicators. Automobile industry collects characteristics both from manufacturing and service industry, which makes the customer experience become an important dimensions of measure for brand equity of automobile industry. This paper define brand equity as part of enterprise assets, and from the angle of customer experience and perception measure brand equity. This paper furtherly explored customer experience as a breakthrough point and key factors, using empirical analysis of the data collection, applying calculating statistics method to analyse customer's satisfaction index from multidimensions. In conclusion, we proposed enterprise that more attention should be paid to the modern automobile comprehensive service level, which is mainly based on customer experience. This is significantly beneficial for promoting customer's brand loyalty, and the overall competitiveness of China's Automobile industry.