The Brand Strategy Research Of Automobile Sales Companies

With entering into century 21, the automobile companies, as a representation to traditional sale style have been challenged and impacted by the market economy. The motor products consumption has become from the seller market into the buyer market, and the motors have not been only for social group purchasing, the private consuming market of car products appears to a rapid increasing tendency. The consumers' require and expectation to automobile sales companies has turned into higher because of their individual and variable consumption need, the control to product channel and price by manufacturers make the competition between the sales companies more fierce and brutal. In the environment like that, it is a significant strategic method to create an owned brand that can be received and recognized by consumers, by which the companies will get the consumers' trust and attain advantage status in the market competition. The paper is going to take a helpful discussion and research.There are six parts in this paper. In introduction, it is be brought forward that creating brand should be treated as the core business, according to the effect which the brand exerts on consuming behavior of consumers, and the ignorance which the consumers give to the brands of automobile sales companies. This part has also briefly talked about this paper's research background, research purpose and research method. In chapter one, on the basic of the analysis of various theories on brand definition, we make the brand defined by the introduction of brand essence model. And then, this chapter analyses the characters and operations of brand, so as to enhance consumers' understand and perception. Around with brand strategy's inherent meaning, object and characters, the chapter two takes a theoretical analysis, and further it gives a theoretical research model about brand strategy—the phase model of brand strategy. Mainly, the chapter three tells the brand strategy practices of automobile sales companies in our country from two aspects, which the one is the companies' historic development phases, and the otheris the main problem encountered by companies in strategic practices. Chapter three also indicates the future development tendency of automobile sales companies and the future significance to exert brand strategy. In chapter four, by using brand strategy model, it gives deep analysis and study on brand positioning, brand establishing, brand evaluating and brand developing in an automobile sales business, and also make corresponding tactic models respectively. In epilogue, the paper shows more deep thoughts about brand strategy and suggests that deeper analysis and research are needed not only in details of strategy implement but also in structuring corporate internal management mechanism.