The Brand Strategy Analysis Of L Enterprise In China

Since 21 st century with the rapid development of China’s Auto Market, global auto parts manufacturers established joint ventures and owned enterprises in China. According to incomplete statistics, auto parts enterprises are over 10,000(scale enterprises are less than 6,000). In that context, for those foreign parts suppliers not very well-known, how to survive and gain more market share in a very competitive environment, the branding is very important. The thesis applies the basic theory of brand and in combination with the practical situation of China Auto parts industry to collect the brand strategy of L enterprise to analyze the current condition and existing problems, then operate brand strategic management on the basis of analysis to make L enterprise’s brand accepted and appreciated by main customers in China Auto Market and extend market share continually to improve enterprise image and core competitiveness.Firstly, on the analysis of L enterprise’s current sales strategy and business performance, especially the analysis of portfolio and customers, it is beneficial for L enterprise to review and think about segmentation of market and customers, then operate the brand strategy management properly(category determining, name determining, brand positioning, brand development, brand communication and brand internationalization).Secondly, by operating brand strategy management to extend market share and improve enterprise image and core competitiveness of L enterprise.Finally, through brand strategy management experience in China, L enterprise can provide some reference for China auto parts enterprises.