Research On The Brand Marketing Of Changfeng Liebao Automobiles Manufacturing Company Of Hunan

With the further opening up and the rapid economic growth in the past 20 years, the residents in China have quickly increased in their income. Automobiles are entering the average Chinese families and becoming a prior consumer goods of a new generation in place of the electronic household appliances. China has been developing into a most potential consumer market for automobiles.Generated by the global economic integration, the automobile magnates of the world are increasingly turning to the Chinese market, leading to a more competitive market and more types of new cars. As a result, people's consumer concept and sense of value are experiencing an abrupt change accordingly. Market competition has changed from the competition of products, marketing in the past to competition of brand names.Liebao is one of the biggest manufacturers of light off-road automobiles in china, and tops the national sales for 3 consecutive years. Liebao vehicle acquires its technology from Mitsubishi and localizes the production process. Over the years, Liehao has created a series of cars with a wide range of specifications and price range to meet the requirement of different customers. All along, Liebao has targeted government and corporate clients. The fast economic growth of the coastal cities has increased Liebao's personal buyers to over 50%. Liebao is reorganizing its strategy to shift its focus from group buying to individual purchasers.This thesis focuses on the brand marketing of Liebao motors. It first gives a generalization of the brand theory home and abroad, providing a theoretic guidance for Liebao motors' brand marketing. It then has a detailed analysis of the off-road motors market surroundings, the developing trend of the off-road motors market and the leading competing brands of Liebao motors. Finally, the thesis is intended to give some imagination and suggestions to the brand marketing of the first type of Liebao Feiteng intended for the family-owned motor market,based on the explanation of the brand marketing of Liebao Hejinggang.