Shanghai Automotive Own Brand

The paper utilized customer insight, brand positioning, IMC theories and SWOT tools with theories analysis and demonstration analysis to researched how SAIC group established the self-owned brand of ROEWE passenger car.Firstly the paper had systematically described the history of our country automotive industry development, status and signification of developing the self-owned brand. Learned successful experiences from Japan and Korea and found the difficulties during the period of China automotive industry upgrading.Then the paper analyzed the politics, economics and market environment what SAIC faced and the capabilities, the talents and all kinds of sources what SAIC had. Then the paper particularly described SAIC how to do customers insight, STP, brand spread and promotion and dare to establish the self-owned brand on international automotive market. It was proved that SAIC would be successful on this kind of self-owned brand innovation positioning module.Finally the paper summed up the signification of SAIC self-owned brand positioning module innovation to solve the difficulties and help the other domestic enterprises of automotive industry.