Study On Brand Strategy Of China's Vehicle Company

From the late 20th to early 21st century, China's economic development environment has undergone fundamental changes because of the rapid growth of China's national economy and China's accession to WTO. Changes in domestic and international environment have brought great challenges and opportunities for China's auto industry. There has been a rapid growth in China's auto industry, and dramatic changes in consumption structure as well as consumer groups. As an important type of vehicle, sales for vehicle have been growing rapidly. In this environment, investigation and analysis of Chinese vehicle market can help us to understand the development of the automotive market.Based on market research methods, this paper can be divided into five sections: introduction, the situation of Chinese vehicle market, problems of brand strategy, solution and conclusions, and the outlook of development of the Chinese vehicle market in the conclusion part. Nowadays, although the brand is more diverse and the demand is increasing in the Chinese market, there are still some shortcomings, such as the lack of core technology, the lack of international influence in the independent brands. These problems will not only undermine the competitiveness of vehicle market, but in the long run, will also affect China's vehicle industry. Thus, in this paper, some suggestions and ideas have been brought up on the brand strategy for the vehicle market, hoping to make some contributions.