China's Own Brand Commercial Vehicle Brand Strategy

In the domestic commercial vehicle market, proprietary brands have been accounted for more than 90% of the market share for years, which is almost in the saturation. However, due to a late start, the technology suffered from an inherently deficiency. Nowadays, the urbanization and industrialization develops at a high speed, the application of modern engineering technology in the proprietary commercial vehicle brands is increasingly revealing its technical constraints. Therefore, how to open up the new market growth points for the proprietary brand in commercial vehicle market and improve its overall quality becomes a problem that is urgently needed to be solved for Chinese proprietary brands.By analyzing the development,modes and the features of domestic and foreign commercial vehicles, we can find that many counties insist to develop its own commercial vehicle brand, except for different characteristics of the brand. So we must carry out practical brand strategy in Chinese own commercial vehicle brands to consolidate the domestic market and find its way into the international market.In view of the above problems, this paper takes the brand strategy and marketing theory as the theoretical basis, analyzing and studying the related issues by the method of empirical analysis. Furthermore, this paper applies respectively the theory of PEST, SWOT and 4P to analyze the macro environment of commercial vehicles, empirical enterprise environment and empirical product. Putting forward concrete proposals from three levels on the development of Chinese commercial vehicle brands, which includes feasible development strategies on the enhancement of proprietary research and technology,the international brand communication, product quality improvement and etc. It contributes practical and heuristic significance to the development and improvement of Chinese commercial vehicle.