The Research On Brand Nternationalization Strategy Of Sinotruk Group

Future competition is the competition of brands, to own market is more important than to own factory, and the only way to own the market is to own the brand of leading position. Brand internationalization will be the main rhythm of China's auto industry, which will be the necessary choice to develop China's auto industry; at the same time, it will be the necessary choice for Sinotruk group to be one of the international famous heavy duty truck makers.Based on the management status of Sinotruk that the group brand value positions inaccurate, frame layers are not normalized and the international brand planning system is not built. This thesis analyzes the situation and the resource owned by itself of Sinotruk, and put forward the general guiding line for the brand internationalization building of Sinotruk group, that is "united-planning, step-implement, first easy and then difficult, push it forward step by step, continuous building and keep the continuity of the brand" based on the relative competition advantage: strong self development ability, advanced manufacturing process, strong sales network supported by advanced MIS system and excellent management advantage; and also it puts forward the planning thought for Sinotruk's future brand internationalization from 5 aspects of brand vision, property, mode, value positioning and extending management, which is to build SINOTRUK brand to be one of the international well-known heavy duty brands which own its proprietary intellectual property gradually by building the core value of the brand (strong power, "Qinren" service and high price-performance ratio) and cultivating the customer faith. It further puts forward the strategic suggestion for the brand internationalization implement based on the operational mode of brand internationalization, market entering method and network building etc., which are: to build the international well-known brand step by step by taking proprietary brand as main body in the international market and cooperate with local famous dealers.The characteristic of this thesis lies in: this thesis not only research from the perspective of brand strategy plan and its implementation, but also fully considers the characteristics of automobile industry and the practical resources and strength of Sinotruk group, fix corporation brand internationalization strategy plan thought on the base of analysis of corporation competitive advantages and put forward suggestions of concrete brand implementation strategy.