Research On The Strategy Of Self-owned Brands Of Passenger Cars

American marketing expert Larry Light had pointed out: the possession of market share was more important than the factory, and the only way to possess market was the dominant status brand. A famous brand is the enterprise huge intangible asset, also is the powerful weapon which the enterprise participates in the competition.Our country's automobile industry has been started in the 1950's, it has been through repeatedly for more than 50 years development, in particular the reform and open policy has been implemented for more than 20 years, the automobile industry has obtained the huge achievement, it has become one of our country national economy pillar industries. In 2000 our country automobile volume of production and marketing broke through 2,000,000 for the first time, in 2006 surpassed 7,200,000, were only inferior to US and Japan and was situated the third in the world. To look from the automobile production and marketing structure, in the commercial vehicle domain, the self-owned brands are in the absolute superiority. But in the passenger cars domain, the foreign brands are still occupying the dominant position. Although the development tendency of the self-owned brands is swift and violent in recent years, but to compare with the foreign brands, still have the huge disparity. How to reduce the disparity with the self-owned brands of passenger cars and obtain the market competition superiority has become the major issue which our country automobile industry faces.The paper in consult a lot of domestic and foreign scholars in this domain correlation research foundation, utilizes enterprise strategy management, market marketing, brand study correlation theories, through qualitative,quota and comparative analysis , has systematically analyzed the questions and the difficulties in the self-owned brands development , putting forward some shallow ideas about how to develop and expand our country self-owned brands of passenger cars. The entire paper altogether divides five chapters: First chapter is the introduction, including the selected topic goal and the significance, the domestic and foreign correlation research summarize as well as study the content and the research methods; Second chapter is the brand and the consumer , including the brand and integrant,the brand functions, the brand management and the analyses of consumer purchase behavior; Third chapter is the self-owned development and the present situation analysis of passenger cars in our country, including the self-owned brands connotation and the importance, the self-owned brands development course of passenger cars in our country, the self-owned brands SWOT analysis,the present market development situation and the self-owned brands market performance of passenger cars in our country; Fourth chapter is the choice of the self-owned brands development type of passenger cars, through to compare the self-owned brands of passenger cars in our country with the foreign famous brands, putting forward the developmental type which conforms to the Chinese national condition ; Fifth chapter is the self-owned brand developmental strategy of passenger cars and countermeasures in our country, putting forward the self-owned brands developmental strategy guiding ideology,the strategic mentality and the strategic target, and putting forward some concrete countermeasures which developing the self-owned brands from the government and the enterprise two aspects.