A Study On Marketing Strategy In China Automobile Market Of Self-developing Brand

China automobile industry has been developing rapidly for almost twenty years, and formed an independent system of R&D and manufacture finally. Now, our own brand in the domestic saloon car market has the chance of overall rising: Chery and Sharade, etc, control the market of mini-car within 80 thousand RMB; Brilliance Junjie is the representative of the market of economical household car whose price is about 100-120 thousand RMB; Besturn plays a dominant role in the official and business car market in which most automobiles'price are 150-200 thousand RMB.Besturn is the first luxury level car of high start point, high quality and high performance among our own brands, and it has long been receiving people's attention from the beginning of R&D. We believe that the listing of the new generation business car integrating with the three capabilities of security, operation and comfort, is going to provide more and better choices for the domestic customers. At the same time, it can also make the luxury level car market have more changes.Therefore, this paper analyzed in detail the marketing stratagem of Besturn in Chinese market. Its purpose is to recognize the advantages and disadvantages of our own brands in market competition by studying the marketing stratagem of Besturn. On this basis, we propose the countermeasure for the development of our own brand cars, and make a prediction of the future.There are five chapters in this paper. Chapter One, which is the introduction, presents the background and significance of study. A brief description of the development of global automobile industry and HongQi car accounts for Chapter Two; Chapter Three mainly deals with the status of marketing development of MNC, including the setting of marketing system, the status quo of marketing on line, and marketing model of after service; Chapter Four is the main body of this paper, and it recognizes the advantages and disadvantages of Besturn in competition by the method of SWOT, and it analyzes specifically the positioning and the selection of target market , and then this chapter analyzes in detail the product strategy, price strategy, distribution strategy and promotion strategy; and based on the former three chapters, the discussion about the factor restricting the automobile marketing of our own brand ,the status quo and countermeasure of the automobile marketing of our own brand and the expectation of its foreground are put forward in Chapter Five.