The Research About Independent Product’s Brand Strategy Of China’s Automobile Manufacturing Enterprises

China’s automobile industry started from1950s and roughly developed threestages. The first stage was from1953to1958, The initial phase of development laidthe foundation for the development of China’s automobile industry, China FirstAutomobile Works was established as a symbol, It realized the automotive industryfrom scratch; The second stage was from1978to the late20th century reform andopening up, During this period through the introduction of technology, joint ventures,etc. China’s automobile industry has made considerable progress and formed acomplete system of auto industry. The period for the study of commercial vehiclesalso entered a new phase，R&D capabilities greatly enhanced and productionsystem was also gradually improved. Car production had also formed the basicpattern; The third stage was after2000, China Gradually integrated into the worldmarket after the accession to the WTO in2001，Auto industry also had entered aphase of rapid expansion of production scale. In this process of development, China’sautomobile enterprises in the localization of assembly and spare parts was doingbetter, They didn’t focus on digestion and absorption and self-developed but just besatisfied with another round of introduction and joint ventures, R&D in high-endcar exhibited serious lag, They just grabbed the number and rarely focused oninnovation. The lack of innovative mechanisms led to "market for technology"actually only in exchange for limited technology.2013was the60th anniversary of China’s automobile industry, This hadimportant implications for China’s automobile industry. Automobile industry hasbecome a vital section in boosting China’s economic development. Although China’sautomobile industry expand rapidly, The high-end car market has been dominated byforeign brands, China’s own brand only in the low-end market, Own-brand cars inthe domestic market are in a weak position. Data from China Association ofAutomobile Manufacturers showed that since entering2014, The quantity of China’sindependent brand passenger car was1,885,300, compared with the same period lastyear fell1.5%, account for38.7%of total sales in the passenger car, proportion compared to the same period last year fell by4.5%. With the upgrading ofconsumption structure, The car market under100,000yuan is getting smaller, Jointventures further exacerbate the plight of its own brand. The reasons for this range ofissues in addition to the external market environment and R&D capabilities andother aspects of the outer, China’s automobile manufacturing companies also existmany problems in terms of brand strategy, That means our automobilemanufacturing enterprises lack research in how to implement the brand strategy anddon’t form strategic system, This may lead to poor brand strategy. In the era of brandcompetition, Good brand is market competitive basis. Therefore, This paper analysesthe brand strategy of independent automotive product, The analysis process isrelatively, It firstly analyses brand strategy of advanced foreign automobilemanufacturers, This thesis has selected a very representative of Toyota Motors Corp.and Ford Motor Co., It analyses the two enterprises’ advantages in brand strategyimplementation from five aspects among the refine of brand’s core values, thebuilding of brand’s recognition systems, the designation of brand’s architecture,brand communication and the improvement of brand’s value. As to the domesticenterprises, It mainly analyses Chery Automobile Co. and BYD Auto Company andis also analyzed from the above five areas, Through a comparative analysis seeks themissing in the implementation of brand strategy of China’s automobilemanufacturers, By learning how advanced foreign manufacturing enterprises toimplement brand strategy gradually improve our automobile manufacturingenterprises’ shortcoming in brand strategy. This has significance for our own brandand helps it to build good image.