Marketing Strategy Analysts On Self-owned Brand Passenger Car In China

China’s auto market has gradually become a major international sales market,with China’s participation into WTO and the development of the world economy, theindependent brand automobile industry is also trying to get back the domestic marketand get a position in the oversees market. China’s independent brand car productsviciously compete with each other. International auto makers leave slim space for thedevelopment of Chinese independent brand. What’s more is policy to encourageinnovation is not adequate, auto culture is weak and marketing channel is not behindthe industry development and we are lack of experience of international practice. Butwe still have cost advantage, geography advantage and policy support from thegovernment and economy integration. So it is necessary to study the Chinese automarket, to study independent brand passenger car occupation and compare with strongauto country to generate our independent brand marketing strategy.In recent years, Chinese auto industry developed dramatically, production andsales keeps increasing. China has become one important auto country in the world, butwe are not a strong auto country. The main players in domestic market are stillinternational brand and JV brands. China is still using the strategy to use the market toget the technology. The way to make Chinese independent brand out of this difficultsituation is not only make the technology localization but also learn mature marketingstrategy from oversees auto makers. This thesis is one application type thesiscombined theory and practice base on relative marketing theory and the study ofChinese current auto market.This thesis is based on leverage relative domestic and international marketingtheory and previous study result. Chinese current marketing strategy with internationalmarketing strategy firstly compared in the thesis and a conclusion on what issues wehave in marketing strategy is made. Then ideas are brought on independent car brandmarketing strategy from the aspects such as technology, brand, management andmarket strategy, and suggestions are made that the government should provide support from policy, service and other aspects to fully support the development of Chineseindependent passenger car brand.