D-class Car Brand Communication Strategy Planning

The Chinese automotive market is in its high growth rate, advancing to ten million degree at the rate of 20% per year. By then China will probably be the second largest market all over the world next to USA.D segment accounts for 20 percent of passenger vehicles and expanding rapidly. By the end of 2008 will D segment market grow to reach or exceed the one million mark. According to the research, D segment is enjoying the good development and potential opportunities, as well as the sharpen rival which has a transition of Integrated Brand Communication from the conventional product and channel competition. Therefore brand communication strategy is held in high regard.In the background of it, this article, with abundant research data and information analysis, probes deeply to market potentials, competitive communications and consumers' needs and wants; with advanced professional brand theory and original perspective, takes advantage of the new product launch to propose a constructive communication strategy in context branding as the reference for other brands in D segment.