Research on Chinese Automobile Independent Brand Strategy

Abstract

In recent years, China's auto market has continued to take over the first position in automobile production and sales in the word, the automotive industry has become an important pillar of our national economy. But foreign brands has been dominating the market in the brand, Chinese-brand cars are still going ahead with difficulties. Xu Heyi, the chairman of Beijing Automotive Group, said smoothly that there is a very important criterion to measure the world’s automotive power, that is, whether or not it owns world-class brands.

In the promotion of automobile brand, we should focus on the security configuration of the car, interior space, price, comfort, environmental protection, energy-saving, after-sale service and other core elements of the brand’s planning and innovation, which is the fundamental cornerstone of the automobile brand strategy to survive and develop. We should strive to do the following: first, keep the market-driven strategy, choice the target market. Second, improve the overall quality of China's automobile by product innovation and the concept of innovation. Third, optimize brand structure, enhance the brand value, highlight the brand culture. Fourth, establish and perfect after-sales service system, foster credit system of enterprises.