Study. Lavida Automobile Brand Marketing Strategy

When the global auto market as a whole downturn, the domestic auto market continues to heat up, a big reason is that China's economic situation is relatively good, and the country implemented a series of policy for encouraging consumption and stimulating domestic demand effectively. Such as reduction of the vehicles purchase tax, advocated cars to the countryside, so that the domestic auto market maintained a healthy and stable growth. Particularly the mid-class auto market which known as the backbone of auto market, due to benefit from policy much, shows a strong momentum of development. It is said that "win mid-class auto market to get the world." As the large consumer base and rising oil prices, make consumers more concerned about the practicability and economy of cars. Mid-class auto market has become a main attack market of major auto brands at home and abroad in recent years. How to make the new brand placed in the mid-class auto market, it must have systematic thinking and planning from the consideration of product development beginning to all aspects of market promotion. Because of the complexity of auto products, the whole process of brand marketing is more complex compared to other industries, and major auto enterprises have the joint venture background, Compare with the domestic auto industry and other industries enterprises, their brand marketing are better equipped of strategic vision, also has more mature and systematic operation. This is the key issue and the importance to this study.In terms of the status quo of the market for the mid-class auto, this paper aims to make an analysis and research to the model which is the first one designed and developed in China. In the paper, the theoretical knowledge of branding and marketing and the practical experience of some specific marketing operations are embodied by virtue of the qualitative and quantitative methods. After establishing the researching fields and methods, the overall trends in the auto industry, the respective situation of the competitors, consumers and itself etc., as well as the analyses of the model's advantages and disadvantages are analyzed in the first place before adopting the marketing strategy which is subject to the market conditions. Considering the feasibility of the settled target and strategy, the rationality of the timeline, and the real conditions of the communication environments, a variety of pertinent communication strategies should be carried out to help the new-listed auto seize the mainstream position in the mid-class auto market in a short time.