Research On The Brand Position Of Passenger Vehicle Of A Automobile Group Based On Consumer Prototype Analysis

At present, Chinese automobile industry has become an important economic growthpoint. At the same time, China has gradually become a world-class automobilemanufacturer. But in the sales structure, joint venture brands still occupy the absoluteadvantage. It prompts us to consider the crisis in hidden behind self-owned brand.First of all, the level to make and manage brand strategy should be promoted to worldadvanced level. Otherwise the brutal price competition will not to be avoided, and wecan not compete with difference. Finally the enterprise’s sustainable development willnot be gained. Currently the automobile brand, especially the brand strategy researchis less. Systematic and pertinent case studies are Insufficient. And there is very littlefrom the structure and operation of practical case study.In order to make the formulation and the management of Chinese self-owned brandstrategy to the advanced level in the world, and compete with the world famousautomobile manufacturers to achieve long-term sustainable development, the worldadvanced brand positioning method and practice is summarized. The auto marketconsumer prototype positioning method and practice are discussed for a betterunderstanding of China automobile consumer. It will be science foundation ofChinese self-owned passenger vehicle brand positioning. Combined with the famousautomobile enterprise group practice, based on the consumer prototype analysis of thebrand positioning system, specific applications are summarized. The problems andcountermeasures in practice are also pointed out.Research results show that, the auto consumption market exists19kinds of customervalues, ideas and desires. Through strength measurement and cluster analysis canproduce7kinds of consumer prototypes. According to social class and the consumervalue orientation in two dimensions, the brand positioning of the basic coordinatesystem is established. The5major representations of luxury passenger car (BMW, Benz, Audi, Volvo and Lexus) and the5major representations of popular passengercar (VW, Toyota, Honda, GM and Nissan) were analyzed based on case study. It isdetermined that the luxury passenger car has Y brand layout, and popular typepassenger car has Y brand and L brand layout. On this basis, combined with thedevelopment of long-term strategic goals, A group brand construction strategy, brandstructure and combination are developed. And the implementation path and methodsare also discussed.Therefore, this paper discusses four aspects including the implementation ofconsumer prototype analysis, the market survey results of consumer prototypeanalysis, the case and regularity competitors’ brand structure development, and theformulation and implementation of self-owned automobile brand strategy. It is acertain kind of systematic and practice method to the our automobile enterprises togain the competition based on the present situation and long-term development.