A Study On Marketing Strategies Of China Self-owned Brand Vehicles

The past ten years has witnessed the great change of Chinese automobile industry which had set the step from the phase of imitation into self-innovation. The remarkable feature here is that the thansition of products,service and brand has been emphasized more and more. However, a series of problems should be considered to make the transition available. For example, a few of foreign automobile giants has turned their eyes into Chinese auto market which surely result into the oppression of local development under the background of global financial crisis. Meanwhile, Chinese government will take actions to support the development of local automobile industry heavily based on the re-positioning strategy.According to the above analyse, the paper mainly aims to explore the following 3 values: Firstly, the sorting and improvement of loacl auto brand strategy;Secondly,the guidance of marketing strategy of local automobile based on the listing of Chery A3 marketing analyse and the practice of failures and success. Additionally, the paper desire to pursue the essence of the automobile study from the angle of the growth and development of local auto brand.The analysis of documents, the case study and the method of literature analysis are used in the paper to study the marketing strategy of local auto brand which lead to the forward of theory of our auto brand building. Specially, the case of Chery A3 are selected in the paper to investigate the gains and losses of local brand strategy.The domestic auto market remains in the competition of low level attributing to the "catfish effect" which caused by the efforts of joint venture enterprise and foreign companys. The paper contented the products, price, promotion, channels of 4Ps and framed the demand, cost, communication and channels of the 4Cs, which helped to emphasize and enlight the core theory that insisting on products which meet consumer demand strategy at a lower price strategy, integrating effective product promotion strategies, adhereing to the dissemination of consumer-centric strategies and improving marketing channels strategy.