Study On Marketing Strategy Of Xiali Brand

In recent years, the rapid development of China's car market, auto industry has become one of the hottest areas of investment, and economic cars as one of the focus of the market is relatively mature at the same time, many automobile manufacturers have also been highly valued. And accompanied by the formation of China's automobile buyer's market and the growing phenomenon of excess capacity at the same time, the economy cars are also more and more intense competition in the market. With the ever-changing face of automotive marketing activities, as well as integration with the international auto market to accelerate the pace of the status quo, increasingly complex consumer market sedan-type cars on China's economy in the future production, sales and service sectors have put forward a more stringent requirements, while the manufacturer has been among the competition against not only financial, product and size, car marketing battle has been fierce.China's current economic cars in the shape, configuration, and other aspects of the phenomenon of increasing homogenization of many products has become increasingly difficult for consumers to identify clear, consumers must be based on car brand to make decisions. In the economy car market faster natural growth of today, is not difficult to complete the sale, a rare valuable to be able to insist on brand marketing in the completion of the sale under the standard. Rely on the market price of natural growth and the advantages of sales, although completion of the current reality, but does not meet the criteria should be used, we must actively develop automobile brand marketing strategy for the future, laying the foundation for the more valuable.Xiali brand as the earliest to enter a family's car, one of the main models, has been steadfastly walked self-produced, independent research and development, self-update, the Chinese people create their own brand of road cars, as of 2009, Xiali Social holdings as high as 1.8 million, and always keep the economy car sales in the first place. Xiali brand differentiation strategy is reflected in brand building, product segmentation, network layout, after-sales service and the related business links. , "Xiali model" is worth pondering the industry, "Xiali model" meaning worthy of peer-digging. In this paper, empirical analysis and theoretical analysis method of combining, through Xiali competitive environment and overall brand marketing strategy analysis, research the brand in the economy car market a strong background of leadership, how to further take a more active brand marketing strategy to continuously consolidate and enhance the brand's market position.