Research on Automobile Cultural Brand Construction from the Perspective of Industrial Convergence

Abstract

Automobile culture is the combination of automobile industry and culture industry. Automobile brand is the precipitation of automobile culture and the basis of existence of automobile enterprises. The construction of automobile culture brand is the most important part of automobile production enterprises. This is an idea, an attitude, but also a culture. The shaping of a brand not only requires the enterprises to set long-term goals and stay out of trouble, but also needs the enterprises to take the initiative to shoulder the social and consumer responsibilities, and more importantly, needs the automobile enterprises to establish a good corporate culture. Based on the vision of industrial convergence, this paper studies the brand construction of automobile culture. On the basis of analyzing the development trend of our country's automobile industry during the 14th five-year plan, this paper further analyzes the automobile culture, the brand culture and the automobile brand. Through the establishment of the automobile product culture brand, this paper explains the important significance of the automobile brand to the automobile enterprise, and puts forward the realization path of the construction and effective development of the automobile culture brand, in order to achieve the automotive enterprises to obtain social recognition, in the fierce competition in the invincible goal.