Brilliance Auto Brand Development Strategy

As a new force of China's own auto brands, by virtue of a unique development model of "auto industry combined with capital markets" Brilliance Automobile sticks to the development path of the high starting point to build their own brand, has a place in the highly competitive Chinese car market and has opened up a new way for the development of our own brand car. However, in today's economic turmoil, faced with the joint venture brands encircled and suppressed and the rise of other own brands, it is crucial for Brilliance Automobile to determine how to correct the situation changes in the industry, to grasp the development trend in the development process and to take timely measures to deal with.Based on the theories of brand management, strategic management, marketing and independent innovation, the paper expatriates the main existing problems during the stage of own brands development of Brilliance Automobile through the research and analysis of the internal and external conditions of own brand development. Furthermore, it perfects the own brand development mode of Brilliance Automobile according to the analysis of development experience and mode of mature auto brands of home and abroad. As a result, it puts forward the specific measures to help the plight of Brilliance Automotive brands to find the sustained and healthy development of the road as well as the development of other auto brands for useful references.This paper is divided into six chapters. Chapter One is the introduction to the background, purpose, meaning, research situation at home and abroad. Chapter Two describes the main brand management, strategic management, marketing and innovation and brand development and the relative theoretical basis. Chapter Three elaborates the development situation and internal and external conditions of own brand, on which basis the paper makes a careful analysis. Chapter Four focuses on the development experience and mode of mature car brand, then further perfect the development mode of Brilliance Auto. Chapter Five puts forward the specific measures. Chapter Six is the conclusions and outlook of the article, summarizing the key points and makes future prospects for future studies.