Research On Geely Automobile Brand Strategy

Till now, the global automobile industry has already formed its brand pattern with six major brands:General Motors Corporation, Volkswagen, Toyota, Ford, Fiat Chrysler Automobiles, Renault-Nissan, and three minor ones:PSA, Honda, BMW. Recently, Hyundai Kia Automobile Group achieved a dramatic increase in sales volume, ranking the fifth in 2014. The production and marketing in Chinese automobile market has been the first from 2010, and the major brands have already finished their strategic layout in Chinese market. The 12th and 13th Five-Year plan explicitly pointed out the aim of turning China from a great power in automobile industry into hyperpower. Now, there are 5 major brands at home, namely, Chang’an, Great Wall Automobile, Geely, Chery and BYD. Although Geely consecutively entered the top 500 companies for 3 years after its takeover of Volvo, it’s brand which became the toughest obstacle for Geely to successfully participate in the global competition and proved to be a world-famous one. Though making and implement the brand strategy,trying to become Chinese automobile brand to new lever,but how to analyse^ make and put it into practice?The first part of the paper, through PEST Theory, Porter’s Five Foorce Model and SWOT, analyzed the inner situation, and then determined Geely’s developing direction. According the first part of the paper, probed the developing strategy from 6 aspects:brand culture, self-orientation, brand extension, marketing, internationalization and talents, in which Geely’ s present state was considered together with Brand Culture Theory, STP Theory, Multi-brands Theory,4S Marketing Theory, Internationalization Theory and Talents Theory to formulate six Geely’s brand strategies. To ensure the output of Geely’s brand strategy, formed a management system which aiming to supervise the implement of this brand strategy.Through the analyse of Geely’s outer and inner situation, the theories relative to brand strategy and Geely’s present state, this paper constructed Geely’s own brand strategy, and which provided Geely a proposal to gain a special and forceful core competitiveness in global stage and the suggestion for other Chinese automobile brand.