2011 Automobile Company Social Reputation Index Released

After more than half a year of consumer surveys and researches, the 2011 ACRI China Auto Enterprise Social Reputation Index Research Report was published on December 8. 33 car companies surveyed, the average social reputation index score of 73.8, the European Department, the United States score relatively high.

"Automotive Enterprise Reputation Index" was first introduced by the "Economic Observer" in 2010, and Tsinghua University was invited to participate in the establishment of this index. We hope that through the establishment and improvement of the automotive company's reputation index system, we will promote the transition of auto companies from simply focusing on economic benefits to the overall improvement of the overall image; and guiding consumers and auto companies to pay more attention to the improvement of corporate social image and responsibilities.

Reputation is a long-term indicator of a company's popularity in Europe and America. A survey of CEOs of world-leading companies, NGOs, academic institutions, media and government representatives and religious leaders revealed that corporate reputation as an indicator of corporate success is more important than stock market value, profitability. , and return on investment. Among the surveyed subjects, when asked what is the most important indicator of corporate success, the importance of corporate reputation is second only to product and service quality.

The "Automotive Company Reputation Index" project team stated that the scope of corporate reputation covers more than corporate image. By introducing this concept, it is possible to establish an evaluation system that is convenient for the public to quantitatively evaluate “good company” and “bad company” and promote the healthy development of the automotive industry. "Investigations will continue for a long period of time and eventually form a widely recognized third party automobile company reputation evaluation standard."

The China automobile company’s social reputation has designed six factor indicators, such as: preference, competitiveness, business performance, social responsibility, charisma, product service quality, etc. Weighing calculations, we found that despite the public’s overall The recognition is not very high, but foreign brand auto companies such as Mercedes-Benz China and BMW China have won a high reputation in the country. In comparison, European and American joint venture brand auto companies such as Shanghai General Motors, FAW Audi, Shanghai Volkswagen, FAW-Volkswagen and Korean-based joint venture auto companies such as Beijing Hyundai not only have a high reputation, but also enjoy a good social reputation. The social reputation of self-owned brand auto companies mostly ranks in the middle of the rankings, among which FAW Car, Geely Automobile, BYD Auto, Chery Automobile, SAIC Motor and Great Wall Motors rank higher. In contrast, due to the recall and other incidents, Japanese branded auto companies have not reached the average of the current year.

Through this year's report on the social reputation of Chinese auto companies, we have developed six characteristics and trends in China's auto industry: the overall awareness of joint-venture brand auto companies is high, and the public awareness of auto brands has a polarization The overall awareness of foreign-branded auto companies is relatively low; the overall brand image of auto companies in Europe and the United States, Japan and South Korea is relatively clear, while the auto brand auto company’s brand image is relatively vague; European and American, Japanese and Korean auto companies’ new car image and social responsibility The performance is obviously better than that of self-owned brand auto companies; the leaders of auto companies have created a stable and conscientious image; the social reputation of auto companies has attracted public attention; the social reputation of the auto companies will affect people’s buying behavior and word-of-mouth communication; European and American foreign brands Automobile companies and joint venture brands have a higher social reputation ranking, and self-owned brand auto companies rank among the top five in social reputation. Japanese auto companies rank lower in social reputation.

According to data from the China Association of Automobile Manufacturers, China’s auto sales in the first three quarters of 2010 have reached more than 13 million, which is close to the total annual sales of Chinese automobiles in 2009; another launch, the “2010 China Automotive Industry Development Report” is expected to be released. The 2015 car production is expected to exceed 20 million vehicles. The increase in quantity is only one aspect of the development of China's auto industry. How to realize the leap from quantity to quality, establish a distinctive brand image, and win a good reputation in the society are issues that should be considered by independent brand auto companies, and it is also a matter of sustainable enterprise development. The key to development.