Brilliance Auto Frv Car Marketing Strategy Research

Brilliance Auto is a rising star in the local brands of China automotive industry. Since its birth, Brilliance Auto always adhered to the concept of 'Build own brand from high starting points' and unique development mode of 'the combination of the capital market and automobile industry'. This opened up a new way for the development of middle -high-class brand in China.However, the 'high starting point' development model brought various difficulties to Brilliance Auto. It experienced official certificate for business issue, production quality crisis, etc, which caused that Brilliance Auto has been ignored by its competitors in the domestic automotive markets. This situation has not been changed until Y2006 JunJie was introduced to the market. As the best-selling product, JunJie has entered a recession in its product life cycle. Brilliance Auto has the urgent need to introduce a new product to continue JunJie's success in sales. FRV is the first economical hatchback product of Brilliance Auto, officially launched on May, 31^st, 2008. And it is also the first strategic product since Brilliance Auto implemented its new strategy: expand product line from middle-high end market to low end market. There are huge opportunities in the China Automobile industry in the next five years. How to make the right marketing strategy according to the market is the key for Brilliance Auto to gain competitive advantages and finally achieve its strategic objectives.Writer use FRV as the research background in the whole paper. Through the deep analysis of marketing environment, consumer behavior and competitors, writer tried to grasp the characteristics and trends of the hatchback car market, understand the psychological needs and consumer behaviors in order to develop the right marketing strategy.The research result in the paper has provided a good reference not only to Brilliance Auto in its sales and marketing operations but also to other automotive companies especially the local brands in the way to survival and development.