Discussion On Beijing Hyundai Brand Marketing-sonata、Elantra Brand Marketing To The Indepengent Brand Inspiration

From nineteen ninties, foreign car companies are set up in China, these foreignautomobile enterprises brings foreign advanced technology and production process atthe same time occupied the Chinese automobile markete huge share. At the same timeperiod the growth of Chinese economy, the improvement of living standards, Chinesedomestic demand for the car rises quickly, Chinese auto industry is entering hithertounknown boom, has become our country industry a pillar industry of China’sautomobile industry, but also become the important component of the global autoindustry.In the next ten years, China auto market with an average annual growth rate willreach7-8%. to2020domestic car market is expected to account for about half of theglobal total vehicle,sales in China auto market prospect is very broad. But at present,Chinese automobile industry is still fragile, Automotive products domestic level is nothigh, independent research and development of vehicle capacity and velocity difference,can not be compared with the foreign auto companies, at the same time, because theconsumer perceived quality is not too identity independent brand. Automotive productis coessential the product, need to realize the brand differentiation, and the brandmarketing has also been manufacturers pay more and more attention. Foreignautomobile brand long advance development has win support among the people, in themarket occupies a distinct advantage. While the domestic auto industry starts late, at thesame time, the lack of brand awareness, in the market have their own selling brandproducts, failed to shape the brand and enhance the brand, brand product lackscompetition ability. Market competition in the future to take their own progress anddevelopment of China, particularly the need to establish and improve their own brand ofautomobile, shaping the Chinese auto industry backbone.Beijing-hyundai and well-known brands in Europe and America is the same as thejunior brand, but Beijing-hyundai Elantra, in particular China market gained brilliantachievements. China automobile industry is experiencing the Beijing-hyundaiautomobile original transformation, Beijing-hyundai road of brand for the domestic enterprises may have the good reference. This article from the domestic auto marketcompetition pattern sets out, in the brand marketing theory based on the combination ofmodern Beijing2have representative car brand (Sonata and Elantra) to shape thebrand and2brand in the market performance comparative study, explore appropriateautomobile brand shaping of car sales, automobile market competition effect. For thedomestic automobile manufacturers to use the brand strategy to shape, promotion ofdomestic car brand, improving product competitiveness plays a role of reference andbasis in the future, the domestic automobile manufacturers to grow, the healthydevelopment of the auto industry also has very big stimulative effect.